15 Jun 2021

  • Digital Marketing

The needs of a modern marketer were never so clear to me as in the past few weeks

Learning about third party cookies and first party data as part of the ADMA Cookies Masterclass, I reflected on how much understanding technology and regulation is now as much a part of marketing as the 4 P’s.

It’s this pace of change of the marketing ecosystem that makes staying up-to-date and enhancing your skills and the skills of your team so important, and in some ways so hard. As the peak body for marketing and advertising, ADMA has a responsibility to help make that skill acquisition easier and relevant to today. Not only by ensuring our instructors are the leading practitioners in their niche but also that they can share and transfer their real-world practical experience and know-how to students – and make it fun and engaging in the process!

It’s a task we relish – from the new online Masterclass format spearheaded by the Mark Ritson Working From Home class last year, through “hot topic” courses like the Behavioural Economics Certificate to practical hands-on courses for tactical skills like Customer Journey Mapping. With a team of educators and industry guidance, we’re continually expanding and morphing our curriculum to help your skills stay in step with your strategic plans. And in turn, help build your career as a marketer that can deliver ROI and real business impact.

Where to start can be challenging though.

How can you independently judge if you have the right skills for your role today and what your role might need in 12 or 24 months? How can you identify the skills you’ll need to master how to get from here to there for you and your team? When we asked the same questions to the industry it became clear that an independent, agnostic tool that encompassed all the skills in the end-to-end marketing ecosystem was needed.

I’m pleased to announce the new ADMA Marketing Skills Assessment and Capability Framework as that industry-led, independent measure of skills so marketers can not only identify skills gaps but know how to close that gap through training and embedded learning. Increasingly, as the Cookies Masterclass has shown, the skills we need are surrounded by regulation and compliance requirements. While we provided over five submissions to regulators in the last year, we can also see even more regulatory changes that will need an industry voice over the next year. The 700 odd people who completed the ADMA DataPass member-only training in the last twelve months shows marketers can see the importance of regulatory as well.

As the new financial year starts so too does the next semester of ADMA courses - from the rite of passage Digital Marketing Certificate and other foundational courses to exciting new offerings like Customer Journey Mapping and the next Masterclass instalment. And for those who love a bargain, current EOFY offers are a great way to make L&D budgets stretch a little further before 30 June.

It’s an exciting time to be a modern marketer, we’re pleased to share the journey – and the learning - with you.

Have a great day!

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