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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Overview B2B and LinkedIn Social Media Marketing Opportunities LinkedIn Social Media marketing & usage – User growth and engagement – Marketing investment – LinkedIn’s improving martech – Navigating tight budgets LinkedIn lead generation opportunities – Organic – Paid B2B social media strategy planning – Why brand building is key – Full funnel LinkedIn campaigns Content …

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Overview YouTube overview and marketing opportunities The history and background of YouTube The importance of video right now Innovations and developments at YouTube Barriers to entry for Marketers – Role for video – Going viral – Performance campaigns – Video funnels – Brand safety – Production Setting up for success Preparing to get started on …

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Overview Digital design principles, analytics & evaluation Appreciating digital design nuances – Channel vs outcome vs audience – Respecting design principles, but not being constrained Design concepts and useful tools Data driven design Harmonising creative and data Establishing effective feedback loops Defining design conversions Popular analytics tools Understanding conversion attribution Navigating the shifting privacy landscape …

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Updated May 2023 Overview 2023 Video trends, opportunities, strategy & evaluation 2023 Video trends and evolution – The rise of short form video – Social algorithm overhaul – TikToks, Reels, Shorts and more – Live video handbrake – Social commerce and video – Influencer marketing Thinking strategically – Direct response vs brand building – Integrating …

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Overview Maximising Pinterest Marketing Opportunities Understanding Pinterest – Background – Who uses it – Why do they use it – How do they use it What are the marketing opportunities Thinking strategically Content marketing – What do Pinners want – How does the content differ to other social channels Community Paid campaigns Setting Up For …

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Updated May 2023 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 Content marketing, community & …

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Overview   Search, Display & Video Understanding Google Google Ads Outlook Life Beyond SEM Google Ads Product Updates 2023 Google Search Engine Marketing (SEM) Understanding Google Ads – Account structure and hierarchy – Understanding the Google Ads auction – Ad Rank and Quality Score Campaign creation – Ads objectives – Campaign types – Establishing conversions …

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Updated July 2023 Overview Social Media Trends, Strategy Planning & Evaluation Social media landscape overview – Business investment – Market slowdown – Brand vs performance spending – Challenges from Search and retail media Why Meta’s market share has peaked – Facebook usage and outlook – Instagram – Non-Meta social growth engines Measurement & evaluation – …

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Release Date: 3rd February 2023 Overview Understanding Snapchat & TikTok marketing opportunities & challenges Understanding Snapchat & TikTok – TikTok’s rise – Snapchat’s smothering by Facebook – Usage figures – Marketing uptake Business applications – Challenges and opportunities – Organic – Influencer – Ads Strategic thinking, planning & channel set-up Strategic thinking – Objectives – …

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Released: 31st January 2023 Overview Social Ad Landscape, Benchmarking & Strategy Planning Social advertising landscape – Usage figures & investment levels Apple iOS updates – What does it mean for online ads? Targeting & Evaluation Social advertising tools of the trade Account management best practices Creative tools Social Ad Reporting, Evaluation & Campaign Optimisation Social …

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Overview Digital marketing evaluation and optimisation best practices Analysing digital data Optimising user journeys Testing Strategic thinking Fully leveraging Google Analytics to better track ROI Introducing GA4 How is tracking different in GA4? GA Personalised Reporting Understanding GA Reports Campaign Tagging Dimensions, Metrics & Reports Unravelling social media pixels and analytics Social Media Reporting Challenges …

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Updated March 2023 Overview Email marketing trends, innovations and email list building Email Marketing in 2023 Personalisation & Automation Email Innovations Email Data Capture Email marketing design, engagement & creative best practices Email design overview Why good email design is not enough Design best practices Gmail Email copywriting Email Deliverability, Email Customer Relationship Management (CRM), …

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Updated May 2023 Overview Module 1: GA4 Setup, Key Features, Tools & Reports Google Analytics Overview Introducing GA4 Structuring your GA account Creating your GA4 property Event and Engagement Tracking in reports Module 2: Setting up GA4 Conversions & Understanding Analytics Events Understanding conversion data Establishing conversions How is conversion tracking different in GA4 UA …

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Updated August 2023 Overview 2023 Facebook Marketing Trends, Opportunities & Account Optimisation Facebook usage and marketing spend – Reels and AI offer engagement boost – Business slowdown Content marketing – What’s working on Facebook? – Entertainment in focus – Reels Facebook’s growing walled garden – On-platform conversions Automation – Generative AI – Ads Account optimisation …

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