Improving your Marketing Skillset in 2024

With the marketing landscape continuing to evolve at an incredible pace it’s never been more important to invest in continually broadening your skillset. Getting a better understanding of the martech environment, further developing your analytical skills, or developing your customer journey mapping skills to aid with personalisation, onboarding, loyalty, and retention are just some considerations.

Then there is AI, evolving measurement tools, regulatory changes, and a constant demand for content… it’s easy to see that the modern marketer has a lot to contend with and it's becoming increasingly difficult to manage how to stay ahead of the pack.

As marketers, it's important to recognise the ever-evolving marketing landscape, and give ourselves every opportunity to learn and develop so that we can adopt new practices and technologies, and evolve to continue adding value by staying relevant.

Here are just a couple of areas where you may need to brush up on your skills.

Copywriting: AI hasn’t gotten to the point where it can replace a genuinely good copywriter. Yet.

The content you produce influences your customers decisions and helps you engage with new prospects. With a proliferation of digital channels, and short audience attention spans, it’s even more important to be producing relevant, engaging content that reaches the right audiences and drives them towards a specific goal or action like signing up for your newsletter or making a purchase. 

Aside from inducing action, enticing copy can build ongoing engagement, credibility, loyalty and ultimately enhance your brand, delivering a real return on investment. Customers may use your content at the research stage and will continue to engage with your brand if you are consistently generating new content that piques their interest. A great content strategy can also help you differentiate your business and make you truly stand out.

Wanting to improve your copywriting skills? Join ADMA for an informative, practical one day digital copywriting course as we explore the skills of writing for digital platforms. What gets an email opened? How does the eye track on a website? How do you engage on social? Full of research-driven insights, this digital copywriting course is an essential step to help you create effective digital copy.

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Customer Journey Mapping: Make every customer touchpoint a great experience.

Looking for an efficient way to improve brand metrics and ROI? Understanding customer journey mapping is essential.

Think of engagement as a continuous cycle, a never-ending journey. It may begin with an ad, which draws a prospect into a research, consideration or buying journey and then maps out every interaction along the way. The idea is to build brand loyalists who repeatedly use your product or service and are strong advocates for your business. With the help of data and analytics, you can also determine customer pain points allowing you to address them and provide a better overall experience. At the end of the day, it’s all about optimising those experiences to get your customers to take positive action.

In one of ADMA’s most popular courses, Customer Journey Mapping, learn to analyse customer insights and use various tools that will help you develop a customer journey map. The course covers the full spectrum of customer journeys, from acquisition and retention journeys, through to B2B, B2C and B2B2C frameworks.

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Digital Marketing: Do you want to master strategic, dynamic and practical digital marketing skills to help you achieve your marketing goals?

Technology and digital media in marketing has evolved significantly in recent times and has changed the way that we interact, discover, and consume products and services. According to a 2023 study conducted by We are Social, 25.31 million Australians, or 96% of the population are internet users, while the number of active social media users is 21.30 million, or 81% of the population. And, while internet usage has marginally slowed people are spending more time than ever on social platforms and using social to research brands and products.

As marketers navigating this landscape it is important to understand how to leverage digital platforms and tools to connect, engage, and convert audiences so enhancing your skills in digital marketing is key.

Sign up for ADMA’s digital marketing certification, vetted by industry leaders. In this 10-week course, ADMA’s expert instructors will cover audience targeting and journey mapping, content marketing, personalisation, learn about paid, owned and earned channels and much more. ADMA’s Digital Marketing certificate ensures that all your bases are covered.

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Regulation and Compliance: Staying informed as this space continually evolves in 2024.

Building and maintaining customer trust is core to marketing. It’s what ensures credibility in our brands, products, and services. Customer trust not only means that customers will consider and trial a company’s offering but also earns repeat business and advocacy helping brands attract new customers. And, key to earning and retaining customer trust is ensuring that as marketers we are across the appropriate regulations and any legal obligations related to what we do. It’s not enough to dust off your hands and leave this to the legal, compliance and risk teams. As marketers, it is most certainly our responsibility to have a good overall understanding of the landscape so that we are able to ask the right questions and understand how our processes need to adjust to mitigate risk for our brands.

As laws, technology and the marketing landscape continues to change and develop, the ADMA Privacy and Compliance for Marketers course will help you understand the fundamental compliance principles, whilst also highlighting what you can expect to change. 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. 

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