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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Overview Instagram Trends, Challenges and Priorities Instagram performance – Usage – Investment – Challenges – TikTok impact Instagram marketing – Shadow banning – Reels and video – Search marketing – Content marketing Creators – Ads over commerce Messaging growth – Messaging within Meta – CTM via Instagram DMs B2B Content Marketing, Engagement & Awareness Building …

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Overview Ecommerce and Social Trends, Tools, Challenges and Opportunities. Ecommerce trends and forecasts – Rise of retail media – Growth of social commerce – Influencers – B2B Leveraging marketplaces, i.e. Amazon, eBay, Etsy, etc. – Operating in multiple countries and regions Choosing an ecommerce platform – Understanding headless commerce – Ecommerce platform market shares Setting …

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Overview Conversion Rate Optimisation (CRO) Testing & UX Best Practices. Understanding CRO – How to develop an experimentation culture – Must-use tools for tracking and optimising digital marketing activity Maximising CRO across owned, earned and paid media activity – Full-funnel thinking Developing an effective data-driven approach – Web analytics – Social media tracking and pixels …

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Updated March 2023 Overview Influencer Marketing Trends, Forecasts & Opportunities Trends, forecasts and benchmarks – Investment – Key Industries – Regulation – Ads over commerce Instagram – Diminishing organic reach – Branded content ads – Creator Marketplace TikTok – Organic and paid opportunity – Native creator tools YouTube – YPP and Brand Connect LinkedIn – …

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Overview Website, email and SMS copywriting Owned media overview – Website – Email – SMS Measuring and evaluating owned media Conversion Rate Optimisation (CRO) Website copywriting best practices – Understanding web page content e.g. Title tags, headings, content, and internal links – Impact of technical and on-page SEO on copy – Leveraging structured data in …

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Updated March 2023 Overview Digital copywriting trends, tools, challenges and opportunities Digital copywriting optimisation Appreciating nuances in copywriting Writing for mobile Crafting visual content and readability Copywriting tools Social, Search & Web Measuring and evaluating owned media Conversion Rate Optimisation (CRO) Website copywriting best practices Email copywriting and SMS Earned media: Social media best practices …

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Overview Issue discovery, rise of privacy & corporate governance Listening and monitoring – Signal vs noise – Why bad news isn’t always bad – Privacy paradigm shift Brand safety and moderation features Social media hubs – Duplication – Trolling – Fraud Transparency – Ad targeting and creative Messaging and bots – Website integrations Community Management, …

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Overview Strategic thinking, channel planning and evaluation Content marketing’s evolution Content marketing channels Content marketing pivot to video Proving business value Social Media Organic & Paid Content Best Practices Maximising content marketing performance Social algorithms Social content optimisation Creative collaborations Optimising Content for Google Search Success Content marketing via SEM and SEO Google Ads assets …

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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 Online marketing spend benchmarks Exploding online ad costs Apple iOS 14 Reporting and evaluation Owned media – Website & email Purpose driven web design – Industry …

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