​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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in