Home Resources The top skills marketers focussed on in 2024 The top skills marketers focussed on in 2024 Marketers continue to experience the rapid rate of change throughout the industry and the impact that the evolving regulatory landscape will have on our marketing practices. More than ever as the landscape changes, the skills gap across the industry continues to broaden. That’s why many marketers across the country have committed to upskilling themselves through formal training in 2024. So, let’s take a look at some of the most popular courses your colleagues, peers and industry friends completed this year. Privacy and regulatory reforms were top of mind Our most popular course for the year was Privacy and Compliance for Marketers. We’ve been anticipating and preparing for the reforms to start and with the first tranche announced in September, it’s great to see the industry setting themselves up for success by seeking formal training in privacy and compliance. The course is designed with data-driven marketers in mind to ensure that you will not only understand what the law says, but (more importantly) how to apply it to your everyday tasks. On completion of the course, you will have a newfound confidence in how to ensure that your business is complying with the law as it stands and is prepared to implement the changes to come. Crucial copywriting We’ve seen a strong commitment to upskilling in the art of copywriting, with all three of our copywriting courses including Copywriting Essentials, Digital Copywriting Essentials and Copywriting Advanced featuring in the top 10 most enrolled courses this calendar year. Copywriting is an invaluable skill, particularly for marketers as it has the power to connect you with customers and strengthen your brand identity. Whether you’re new to the skill, or are looking to improve on your current capability, an ADMA copywriting course can provide you with the expert guidance you need to write with confidence. Let’s get digital We live in the digital age, so it comes as no surprise that three of our digital focussed courses nabbed a spot in the top 10 most popular courses in 2024. Our Digital Analytics for Marketers course is designed to help marketers understand digital data and tackle a technical topic in a non-technical way. While our Digital Marketing Essentials course will give you a detailed introduction to digital marketing, explore the foundations of each digital channel, how they work and how they can fit together to deliver on your marketing objectives. Then there is our flagship course – the ADMA Digital Marketing Certificate. It is one of the only digital marketing courses in Australia with top CMOs as guest lecturers and where you’ll learn through real-life case studies and get practical insights into what works in the real world. Consider your customer There has been a strong appetite to better understand the customer experience which is why marketers have enrolled in our Customer Journey Mapping course. In the course, you learn how to put the customer at the centre of your marketing, and to draw insights from data to create a compelling customer experience. Or you can take this one step further, as many have this year, with our Customer Experience Certificate. For many commoditised and competitive industries, designing a differentiated customer experience is critical to success. This certificate will equip you with the knowledge and skills to develop and lead CX programs across your business. Content is king With it being easier than ever before to produce and share content of different varieties across multiple mediums, developing an effective marketing content strategy will see your content not only cutting through, but also converting. That’s why our Content Marketing Strategy course has been so popular in 2024. In the course you’ll learn to write effective content marketing strategies, design content plans, give an impartial critique of creative work, and amplify, measure and optimise your content. All with your customer at the heart of your decision making. So, with 2024 ranging from regulatory reform, to digital, the customer, and beyond, what will be in store for 2025? If you’re in need of some guidance of what to next upskill in, take a look at our article on the top skills for 2025 as predicted by Australia’s leading CMOs and industry experts. 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Learn what it means for brands and consumers, key implementation dates, and how your business can prepare now to protect customers, build trust, and avoid message disruptions. Article 07th Oct 2025 6 mins Organisational AI Checklist Discover the Organisational AI Checklist to prepare your workforce for successful AI adoption. Learn how to build technical readiness, close skill gaps, foster employee trust, and align leadership with strategy to unlock AI’s full potential. Press-release 29th Sep 2025 8 mins ADMA rounds out Advisory Committee with senior marketing leaders from Uber, Westpac and Blackmores Group Media Release – Sydney – October 1, 2025: The Association for Data-Driven Marketing and Advertising (ADMA) has completed its refreshed Advisory Committee, adding three more senior marketers: Lucinda Barlow (Senior Director, Head of International Marketing – APAC, EMEA, Latin America, Uber), Michelle Klein (Chief Growth and Marketing Officer, Westpac) and Joanne Smith (Chief Brand, Innovation and Communications Officer, Blackmores Group). Article 25th Sep 2025 9 mins Regulatory Spotlight: Simon Wickson on consent, compliance and consumer trust In this edition of ADMA’s Regulatory Spotlight, Simon Wickson, former Head of Strategy and Data at Woolworths Group, shares lessons from navigating regulatory scrutiny, the looming impact of Privacy Act reforms and why marketers must rethink how they use customer data. Article 25th Sep 2025 12 mins Five big things from the ADMA Global Forum This year’s ADMA Global Forum was a festival of big thinking and practical insight, bringing together some of the sharpest minds in marketing to tackle the forces reshaping our industry. From AI and capability to privacy reform and creativity, here’s a snapshot of some of the biggest ideas and bold perspectives shared on stage. Article 25th Sep 2025 9 mins AI is great, but when it comes to marketing, trust is better Recent uses of AI to create models and creators have led everyday consumers to question whether they can believe anything they see any more. Here Dr Sage Kelly, ADMA’s Regulatory & Policy Manager, who has researched consumer relationships with chatbots, asks whether the AI juice is worth the squeeze if you risk losing hard-won trust. Load More
Article 08th Oct 2025 8 mins Prepare now for the SMS sender ID Register Australia is fighting back against SMS scams with the new SMS Sender ID Register. Learn what it means for brands and consumers, key implementation dates, and how your business can prepare now to protect customers, build trust, and avoid message disruptions.
Article 07th Oct 2025 6 mins Organisational AI Checklist Discover the Organisational AI Checklist to prepare your workforce for successful AI adoption. Learn how to build technical readiness, close skill gaps, foster employee trust, and align leadership with strategy to unlock AI’s full potential.
Press-release 29th Sep 2025 8 mins ADMA rounds out Advisory Committee with senior marketing leaders from Uber, Westpac and Blackmores Group Media Release – Sydney – October 1, 2025: The Association for Data-Driven Marketing and Advertising (ADMA) has completed its refreshed Advisory Committee, adding three more senior marketers: Lucinda Barlow (Senior Director, Head of International Marketing – APAC, EMEA, Latin America, Uber), Michelle Klein (Chief Growth and Marketing Officer, Westpac) and Joanne Smith (Chief Brand, Innovation and Communications Officer, Blackmores Group).
Article 25th Sep 2025 9 mins Regulatory Spotlight: Simon Wickson on consent, compliance and consumer trust In this edition of ADMA’s Regulatory Spotlight, Simon Wickson, former Head of Strategy and Data at Woolworths Group, shares lessons from navigating regulatory scrutiny, the looming impact of Privacy Act reforms and why marketers must rethink how they use customer data.
Article 25th Sep 2025 12 mins Five big things from the ADMA Global Forum This year’s ADMA Global Forum was a festival of big thinking and practical insight, bringing together some of the sharpest minds in marketing to tackle the forces reshaping our industry. From AI and capability to privacy reform and creativity, here’s a snapshot of some of the biggest ideas and bold perspectives shared on stage.
Article 25th Sep 2025 9 mins AI is great, but when it comes to marketing, trust is better Recent uses of AI to create models and creators have led everyday consumers to question whether they can believe anything they see any more. Here Dr Sage Kelly, ADMA’s Regulatory & Policy Manager, who has researched consumer relationships with chatbots, asks whether the AI juice is worth the squeeze if you risk losing hard-won trust.