ADMA bids to fill skills gap

Rosie Baker
By Rosie Baker | 8 February 2016

ADMA has launched its education programme ADMA IQ following months of consultation with industry to craft a programme that it claims “fills the skills gap” in the Australian market.

It is intended to equip the market with “the skills they need to succeed and innovate in a rapidly-changing market” and offers classes in analytics, creative, content, data, digital marketing, marketing technology, mobile, privacy & compliance, search marketing and social from entry level to advanced.

Last year, ADMA CEO Jodie Sangster outlined to AdNews the plans, which also include a initiative to gift one course for free for every one sold, to small businesses, startups and people unable to afford the courses as a way to ‘give back’.

The modular scheme means marketers can pick and chose the elements they want to take. Courses also take a mix of in-person and online approaches.

Jodie Sangster, CEO of ADMA said: “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.

A survey of more than 300 marketing leaders helped shape the course content. Skills most in need were identified as: data analytics, copywriting, content creation, social media strategy and programmatic.

The need for these skills over the coming five years increased markedly, according to ADMA. Almost all (94.4%) of those asked said they would use data analytics more than they currently do in the coming five years.

Data analysis skills (90%) ranked ahead of creativity (78%) and storytelling (73%) abilities as the most important skill for marketers in the future.

More than half of those surveyed have never trained in data analytics, social media and digital marketing despite them being a core part of a marketer's role.


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