Updated July 2023 Overview Strategy Planning Reporting and Evaluation Digital adoption and landscape overview – Digital usage trends – Social media – Online video – Email Digital strategy framework – Strategy vs tactics – Big picture thinking – Always on activity or campaigns Reporting and evaluation considerations – Google Analytics 4 – Meta Business Manager/Suite …

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Updated May 2024 Overview 2024 B2B Marketing Trends, Challenges & Opportunities B2B Digital strategy overview – B2B vs B2C – Short-termism – Business objectives and focus – MQLs and SQLs Brand building – Why does it matter – Full funnel campaign developing – Proving the business case – Inbound marketing B2B beyond sales – Product …

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Updated November 2023 Overview CRO Principles, Conversion Tracking Tools, Attribution and Privacy Impact Understanding CRO – How to develop an experimentation culture – Must-use tools for tracking and optimising digital marketing activity Tools and tech for collating data – Web analytics – Social media tracking and pixels – CRM Conversion tracking and attribution Maximising CRO …

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Updated March 2024 Overview Influencer Marketing Trends, Forecasts & Opportunities Trends, forecasts and benchmarks – Investment – Key Industries – Regulation – Relationship building – Strategy and planning – Social commerce Influencer ecosystems – Meta – TikTok – YouTube – LinkedIn Influencer advertising growth – Partnership Ads – Spark Ads – Thought Leadership Ads Organic …

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Updated Feb 2024 Overview Search Engine Optimisation (SEO) Trends, Challenges and Opportunities Organic marketing, Search or social media? SEO vs SEM – Pros and cons – How to integrate Understanding search engines – Crawling and indexation – Ranking signals Optimising web content to match search intent – What do users want? – How does intent …

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Updated May 2024 Overview Introduction to Digital Copywriting Digital copywriting optimisation – Earned, owned and paid media – Reporting and evaluation – Brand – Direct response Appreciating nuances in copywriting – Audiences – Channels – Trends – Algorithms Short form video Generative AI – Trends and developments – Beyond ChatGPT Crafting Compelling Social Media Content …

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Updated October 2023 Overview Issue Discovery, Social Engagement Shifts and Account Management Risk Reduction Listening and monitoring –Signal vs noise –Trust online –Why bad news isn’t always bad Social engagement evolves –Privacy paradigm shift –Ascent of social video Brand safety and moderation features Avoid account suspensions and penalties –Common issues –Risk mitigation –Account back-end optimisation …

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Updated November 2023 Overview Strategic Thinking, Planning and Evaluation Content marketing’s evolution – Inbound marketing overlap – Strengths and weaknesses – Content consumption trends Rise of short form video – TikTok-ification of content marketing Content planning and audience mapping Measurement and evaluation – Engagement – Reach – Action – Macro and micro conversions – Generative …

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Updated October 2023 Overview Digital Marketing Strategy & Planning Digital strategy framework – Strategy vs tactics – Big picture thinking – Always on activity or piecemeal – Awareness and direct response – Earned, owned and paid media Digital channel investment, usage and trends – Email – SMS – Messaging – Social Media – Search Owned …

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Updated September 2023 Overview LinkedIn & B2B Social Media Marketing Opportunities LinkedIn usage and marketing uptake – User growth and engagement – Marketing investment – Navigating tight budgets LinkedIn lead generation opportunities – Organic – Paid B2B social media strategy planning – Why brand building is key – Full funnel LinkedIn campaigns – Inbound marketing …

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