​ADMA launches new marketing training program to address data skill gaps

New program is set to equip marketers with the skills required to survive in a rapidly-changing, technology-driven market

The Association for Data-Driven Marketing and Advertising (ADMA) has launched a new education curriculum aimed at upskilling today’s marketers for a more data- and technology-driven environment.

The ADMA IQ program is based around a modular approach to learning, and allows participants to select courses and topics to match individual needs and to meet specific learning requirements. The new curriculum stretches from entry level to advanced and covers analytics, creative, content, data, digital marketing, marketing technology, mobile, privacy and compliance, search marketing and social.

Modules, courses and certificates are being offered online, in-class or via bespoke in-house courses within an organisation.

ADMA said the training program follows a recent survey of 300 marketers, which revealed 94.4 per cent will rely on data analytics more in five years’ time than they currently do.

When asked which skills leading marketers draw on in their current role, over a third said they rely on multiple skills including data analytics, copywriting, content creation, social media strategy and programmatic. When asked which skills they’ll rely on more in five years’ time, the percentage of respondents jumped to 52 per cent.

Despite this need for an increasingly diverse range of digital skills, over half those surveyed admitted there are aspects of their job they’ve never trained in, with the most common areas being data analytics, social media and digital marketing.

According to ADMA CEO, Jodie Sangster, there is a serious gap in appropriately skilled marketers when it comes to data analytics and true data driven marketing, and that needs to change if Australian businesses want to engage effectively with consumers.

“ADMA consulted widely with the industry on what was needed to address this gap, which led to a significant investment in developing an entirely new curriculum, ADMA IQ, in order to drive forward marketing and advertising excellence and innovation in Australia,” she said.

About 18 months ago, ADMA started consulting with companies that were having trouble finding new marketers with the right skills set, or finding it challenging to upskill existing staff.

“Addressing these skill gaps has been on the radar for about 18 months,” Sangster said. “We knew it was a problem and as an association it’s our role to ensure our industry is job ready and has the right skills moving into the future. So that’s why the investment was made, and it has been a year in the making.”

Sangster said the challenge is that marketing is now so much more multi-faceted and complex thanks to technology innovation and digital connectivity.

“Today’s training needs to be vast and marketers need to look at all the different areas and think, where do I need the additional skills to be a more rounded marketer,” she added.

The new training program forms part of ADMA’s suite of about 50 courses.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in