Bridging the Marketing Skills Gap: Adobe Digital Marketing Accreditation

With dig­i­tal trans­for­ma­tion accel­er­at­ing, mar­keters have more choice than ever in terms of how they reach their audi­ences, while con­sumers are much more empow­ered to choose how they engage with brands. In order to dif­fer­en­ti­ate them­selves, brands are increas­ing­ly chal­lenged to cre­ate com­pelling expe­ri­ences that enable them to rel­e­vant­ly con­nect and engage with their audiences.

To enable mar­keters to deliv­er the best expe­ri­ences for their cus­tomers, today at Adobe we are excit­ed to announce the launch of the Adobe Dig­i­tal Mar­ket­ing Accred­i­ta­tion Pro­gram, a glob­al ini­tia­tive designed to enhance tech­ni­cal capa­bil­i­ties for mar­keters and pro­vide a foun­da­tion­al under­stand­ing of the best prac­tices that dri­ve suc­cess­ful expe­ri­ence-led businesses.

The real­i­ty is that many mar­keters today feel under­equipped to keep up with the pace of dig­i­tal inno­va­tion. As mar­ket­ing evolves, it becomes increas­ing­ly com­plex and cost­ly to hire, train and retain mar­ket­ing tal­ent. In a sur­vey of Euro­pean mar­keters we con­duct­ed last year, for exam­ple, we found that 37 per­cent of Euro­pean mar­keters were con­cerned with their abil­i­ty to keep up with the pace of change in the mar­ket­ing indus­try, and 43 per­cent were con­cerned about their company’s abil­i­ty to keep pace. A fur­ther 28 per­cent said that they felt that there was a lack of ade­quate train­ing in dig­i­tal mar­ket­ing skills.

Adobe is well known for its exist­ing prod­uct cer­ti­fi­ca­tions, which are based pri­mar­i­ly on tech­ni­cal prod­uct knowl­edge, appli­ca­tion and expe­ri­ence. With Adobe Dig­i­tal Mar­ket­ing Accred­i­ta­tion, we’re aim­ing to expand on prod­uct train­ing with an addi­tion­al foun­da­tion on dig­i­tal mar­ket­ing best prac­tices. The pro­gramme isn’t lim­it­ed to our cus­tomers – it’s open to any mar­keter world­wide see­ing to enhance their dig­i­tal capabilities.

The Accred­i­ta­tion fea­tures six edu­ca­tion pro­grams led by indus­try experts and Adobe tech­nol­o­gy evan­ge­lists. Each pro­gram con­sists of 3–4 cours­es, and each course lasts no longer than 60 min­utes. For exam­ple, the Know Your Cus­tomer pro­gram will teach par­tic­i­pants about how to find cus­tomer insights in all their cross-chan­nel inter­ac­tions, as well as how to use ana­lyt­ics to make sense of the large amounts of data in dig­i­tal com­merce. Course mod­ules include:

• Deliv­er Rel­e­vant Content
• Har­mo­nize your Campaigns
• Know Your Customer
• Engage Cus­tomers with Mobile
• Deliv­er Con­tin­u­ous, Con­nect­ed Experiences

Sub­scrip­tion pric­ing varies by region and cus­tomized pric­ing is also avail­able. A one-year sub­scrip­tion pro­vides access to all pro­gramme mate­ri­als, deliv­ered via Adobe’s lead­ing learn­ing man­age­ment sys­tem, Cap­ti­vate Prime. Cus­tomized enter­prise pric­ing is also avail­able. Con­tent is on-demand, self-paced and con­stant­ly refreshed. Each per­son who suc­cess­ful­ly com­pletes the pro­gramme earns an Adobe “Accred­it­ed Dig­i­tal Mar­keter” des­ig­na­tion as well as a badge that can be shared across their social media networks.

To learn more about the pro­gram and sign up, please vis­it: http://www.adobe.com/training/digital-marketing-accreditation.html.