CMOs reveal their top areas to upskill in 2024

Thinking about learning new skills in the next year? This is what some of Australia’s top CMOs have flagged as the ‘must try’ ADMA courses in 2024.

Andrea Martens, CEO at ADMA

The holiday season typically gives most of us some downtime for reflection and career planning. Amongst all the noise and clutter, it can be a bit daunting to navigate what skills are worthwhile investing in developing. 

When in doubt, ask. So that’s exactly what we’ve done. We’ve reached out to a number of senior CMOs to get their input on what courses they’ll be recommending to their teams next year. I would encourage all of you to consider these carefully - not only are they indications of what some of Australia’s top marketers think are areas of importance in 2024, but they’re also rare recommendations born from many years of collective experience. 

For the managers and leaders amongst us, it’s useful to use this time to also reflect not only on your own development but that of your teams. And if you’re finding this a bit challenging, I would highly encourage you to consider the ADMA Marketing Skills Assessment. Developed in response to leaders wanting to solve their capability blind spots, it’s a great framework for identifying the strengths of your team, as well as opportunities to build new capabilities in strategically important areas. 

Jo Boundy, CMO at Commonwealth Bank: Privacy and Compliance for Marketers

It’s no secret 2024 is going to be the year of privacy as Australia’s Privacy Act will be getting a much-needed refresh. When we think about the fact it was established in 1989, and how much the world has transformed since then, it is important for the whole industry the rules of engagement are fit for the modern age.

Everything marketers do has to align with privacy standards. That’s just a fact - and not being across compliance puts any company at significant risk. While you may think of these risks as things like major data breaches, there are much smaller but nonetheless serious infringements marketers run the risk of making if they’re not privacy compliant.

Being privacy compliant also builds consumer trust - and since there’s no sign that the saturation of ads is going to decrease, trust can often be a determining factor as to why a consumer will choose your brand over another.

This course will ensure any marketer has the foundation of privacy compliance that every business needs in order to navigate this rapidly-changing landscape.

Privacy and Compliance for Marketers

Mim Haysom, CMO at EMG Brand and Marketing, Suncorp: Behavioural Economics Certificate

All marketers should be obsessed with their customers, both existing and potential. They should be obsessed with knowing what matters to them, how they can better meet their needs, and how they can better connect with them in a more meaningful way to drive behaviour change.
 
ADMA’s Behavioural Economics Certificate is brilliant as it helps marketers to really understand what makes people tick. This certificate looks at the psychology behind consumer choices, providing a base of information to help marketers identify decision-making patterns and better understand human behaviour. Beyond that, it also provides the tools marketers need to effectively move consumer behaviour – an important skill when our customers' wants and expectations are changing at pace. 
 
The learning provided through the certificate will help upskill marketers to be prepared and proactive in the face of constant change.

Behavioural Economics Certificate
 

Stuart Tucker, CCO at hipages: Retention Marketing Strategy

Brand and acquisition is sexy, but retention pays the bills.

In a world of clutter, customer empowerment and audience fragmentation, it's becoming increasingly difficult to profitably acquire the right customers. So retaining them and ultimately creating advocates has to be the Holy Grail.
But retention can seem difficult. Where to start? How to create a meaningful segmentation model? Where to prioritise your efforts? What's the role of personalisation? 

But it doesn’t have to feel that way. The skills most of us learnt years ago in terms of how to best capture and retain customers may not work as well in this current environment, but there are new tools and strategies that marketers can use in order to still achieve that ephemeral brand loyalty and customer retention. And we know that even small changes in customer retention rates can significantly improve lifetime value - which means revenue growth.

ADMA’s Retention Marketing Strategy course is dedicated to this. We all know acquisition is one battle and retention is the next - this course should give anyone the tools to fight that battle. 

This course has also been refreshed in order to better reflect the new challenges marketers are facing in this space, which means any marketer who signs up will truly be getting the most up to date education.

Retention Marketing Strategy
 

Ready when you are

Browse the range of ADMA IQ courses and certificates - ready for you whenever you're ready. Secure your seat, and set yourself up for success in 2024.