Updated September 2024

Overview

MODULE ONE: Understanding Generative AI in Marketing

• Generative AI vs Traditional Machine Learning: Understand the key distinctions between generative algorithms that create new content and traditional models focused on data-driven predictions and analysis.
• Applications Across Industries: Examine how AI-driven content generation is coming to life across retail, entertainment, government and not-for-profit sectors with scalable content solutions.
• Innovations in Marketing: Explore current trends in creative automation, from hyper-personalisation to dynamic content, and how AI innovations are reshaping marketing strategies.
• Future of Generative Technologies: Gain insight into how these advancements will drive the next generation of marketing campaigns, focusing on efficiency, scalability, and creative possibilities.

MODULE TWO: Exploring Cutting-Edge Tools and Platforms

• Leading Platforms in Marketing: Learn about innovative tools like ChatGPT, Midjourney, Runway, and Synthesia, which streamline content creation and enhance campaign execution.
• Choosing the Right Solutions: Learn how to assess your marketing needs and select the appropriate tools that align with business objectives and drive performance.
• AI Integration in Marketing Systems: Understand how to incorporate AI-driven platforms into your existing marketing stack, improving workflow, automating tasks, and boosting overall productivity.
• Maximising Output: Discover strategies to optimise your use of technology for increased efficiency and creative consistency across different marketing channels.

MODULE THREE: Revolutionising Content Creation

• Automating Content Production: Learn how to leverage AI to efficiently generate blog posts, articles, and social media content, reducing manual effort.
• SEO-Optimised Content: Explore how AI-driven content-generation tools enhance keyword targeting and improve search visibility through intelligent content structuring.
• Personalised Campaign Materials: Use automated tools to create customised email content that resonates with your audience based on behavioural data and preferences.
• Visual Content Creation: Delve into tools that generate high-quality images, videos, and animations, transforming your marketing assets for increased engagement and brand appeal.

MODULE FOUR: Automating Customer Engagement and Service

• Automating Customer Service with AI: Learn how to implement AI-driven systems to handle customer inquiries, provide 24/7 support, and automate responses across multiple platforms for improved efficiency.
• Building Effective Chatbots: Explore how to design and deploy intelligent chatbots that can answer customer questions, guide users through processes, and personalise interactions to enhance customer satisfaction.
• Unlocking the Power of Messaging Platforms: Discover how to leverage AI in messaging apps like WhatsApp, Facebook Messenger, and SMS to engage customers with real-time, personalised communication that drives conversions.
• AI for Customer Research: Learn how to use AI-powered tools to analyse customer data and behaviour. This will allow you to gain deeper insights into your audience, refine your targeting, and predict future customer needs.

MODULE FIVE: AI in Advertising and Campaign Optimisation

• AI-Powered Ad Management: Dive into the latest advancements in automated ad buying, placement, and targeting on platforms like Meta, Google, LinkedIn, and TikTok.
• New Product Innovations: Stay informed on the latest AI-driven product updates, such as Meta’s Advantage+ and Google’s Performance Max, which optimise ad strategy and creative execution.
• Real-Time Campaign Analytics: Use sophisticated AI analytics tools to track campaign performance in real-time, enabling more agile decision-making and precise optimisation.
• Creative Optimisation: Discover how AI can continuously improve your ad visuals and copy to maximise engagement and conversion.

MODULE SIX: Leveraging Technology for SEO Optimisation

• Google’s New AI Overviews: Explore how Google’s latest AI-powered search overviews can transform search results, providing users with summarised, context-rich answers and how businesses can optimise for these enhanced results.
• Maximising On-Page, Off-Page, and Technical SEO with AI: Leverage AI to boost all aspects of SEO—enhancing on-page elements like content and meta tags, improving off-page strategies such as link-building, and optimising technical SEO, including site speed and mobile-friendliness.
• Automated SEO Solutions: Discover how AI-powered tools can enhance keyword research and improve organic search performance.
• Voice, Image, and Visual Search Optimisation: Learn to adapt your SEO strategy to cater to voice search queries and the growing importance of image and visual search, ensuring your content is discoverable across multiple search methods.

MODULE SEVEN: Enhancing Email, SMS, and Messaging Campaigns with AI

• AI-Powered Personalised Email Campaigns: Learn how intelligent systems personalise email content, automate segmentation, and boost engagement with tailored messaging.
• Real-Time Messaging Automation: Explore how AI transforms SMS and messaging campaigns on platforms like WhatsApp and Messenger, enabling instant, personalised communication.
• Optimising Send Times and Content: Leverage predictive technologies to determine the best times to send emails or messages while refining subject lines and copy for maximum impact.
• Streamlined Customer Journeys: Use AI to create automated workflows across email, SMS, and messaging apps, guiding customers seamlessly through your marketing funnel with minimal manual intervention.