Keeping pace with the latest technology, to help people do their jobs is one of the great challenges organizations face. That's why E-learning--also known as online learning, Web-based training, computer-based training, and distance learning--is available via the Internet. It's here to stay and business is booming.

Today, E-learning among the business community accounts for about 27% of their training needs. It's a great way to eliminate travel costs. It's also flexible and convenient for users. As long as there is Internet access people can take most classes at any hour of the day, at any pace they choose.

You can find E-learning training for everything from sales and customer service, compliance, management and leadership training, technical certification programs, on-boarding and new hire programs, systems and IT training, professional education programs, channel to a broad audience or partnership training, professional skills training, and performance support solutions.

Here at Godfrey, the creative staff is currently engaged in E-learning on new design software. They like the short segment capability that allows them to jump in and learn at anytime and everyone is pleased with the hands-on video tutorials. Several art directors are currently working on their master's degrees through E-learning classrooms at such institutions like the Savannah School of Art and Design and the Art Institute in San Francisco.

What does this mean for B-to-B marketers? One of the challenges facing many industries is the increasing need for technical training along with the knowledge-base "brain drain" as the baby boomers retire. The next generation of engineers, technicians, you name it, need on-the-job education. And they will accept it from product and service providers if it is packaged and presented well. Effective marketers, especially in the manufacturing space, have always had robust training programs for channel partners and customers alike. Now, E-learning technology reduces the cost of entry. Marketers can differentiate their brand and create stronger brand affinity through education. It's just another way to put new marketing and communications technologies to work.