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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Overview Influencer Marketing Trends, Forecasts & Opportunities Trends, forecasts and benchmarks – Investment – Demographics – Emerging creator ecosystems – War for talent Evolution – Forums to mainstream media Influencer monetisation – Brand partnerships – Affiliate marketing Issues and challenges – Fraud – Reporting – Brand safety Native vs third-party tools Organic Influencer Marketing Best …

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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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Overview Digital copywriting trends, tools, challenges and opportunities 2022. Appreciating channel nuances – Owned media – Earned media – Paid media Factors driving changes in copywriting best practices – Algorithms – Ad standards – Regulations When might “best practice” actually be wrong Developing a style and voice – Tailoring copy by business goal – Copywriting …

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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 Background and challenges – Why is Content Marketing a big deal now? Strengths and weaknesses of major channels Content consumption trends Bigger picture thinking – Where do the best opportunities lie? – Harmonising paid and organic activity – Making owned media a focus – Strategies versus tactics Proving …

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Overview 2021 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 – …

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Overview B2B and LinkedIn Social Media Marketing Opportunities B2B versus B2C social media marketing – Buyer behaviour – Content marketing – Engagement – Multimedia – Importance of brand building – Channel integration Social ad campaigns – Ad targeting – Funnel development – Account based marketing – Facebook vs. LinkedIn – iOS 14 – Performance benchmarks …

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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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Overview Video planning, strategy, evaluation & resourcing 2022 Video trends and evolution – Meta video optimisation – Life beyond Facebook & Instagram Strategic considerations – Content planning – Appreciating channel nuances for video – Tailoring video to customer journeys – Balancing awareness and direct response Evaluating and reporting on video – Organic social insights – …

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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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Overview Instagram trends, strategy planning & evaluation Understanding Instagram’s rise – User profile – Covid impact – Why TikTok’s a big problem for Instagram Performance benchmarks – Organic performance – Ads Strategic considerations – Brand vs performance Tools & tech – Business Manager – Third-party tools Evaluation & reporting Content marketing, community & engagement Instagram …

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Overview Google Ads Updates, Optimisations & New Features Google Ads outlook – Performance benchmarks – Marketing investment – Competition: Facebook, Amazon, Retail media Search engine marketing (SEM) trends – Targeting – Creative – Automation Maximising YouTube – Brand campaigns – Direct response Google Display Network – Gmail, Maps, Shopping and more Google Search Engine Marketing (SEM) …

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Overview Social media landscape and trends Social media landscape – Usage – Marketing investment levels Facebook growth and challenges – Why diversification is a must 2021 online video priorities – Big YouTube upside for brands – Why TikTok keeps Instagram awake at night LinkedIn finally comes good More niche marketing opportunities – Youth marketing on …

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Overview Understanding marketing opportunities & challenges Understanding TikTok & Snapchat – TikTok’s rise – Snapchat’s smothering by Facebook – Usage figures – Marketing uptake Business applications – Challenges and opportunities – Organic – Influencer – Ads Strategic thinking & channel set-up Strategic thinking – Objectives – Tactics – Resources Content marketing – Beware vanity metrics …

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Overview Social ad landscape & tools of the trade 2021 Social advertising landscape – Usage figures & investment levels Apple iOS 14.5 and more – What does it mean for online ads? Targeting & Evaluation Social advertising tools of the trade Account management best practices Creative tools Ads evaluation, reporting & ROI Social reporting considerations …

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Overview Digital marketing evaluation and optimisation best practices Developing an effective data-driven approach The problem with social engagement Brand versus direct response Understanding ROAS and ROI Defining conversions Understanding conversion attribution Navigating the shifting privacy landscape New ways of thinking post-privacy Google Analytics Google Analytics (GA) Background Code installation GA Structure Goal and event setting …

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Overview Email marketing trends, innovations and email list building Email marketing in 2021 – Pros and cons – Has social replaced email? – Direct response vs brand – Email performance benchmarks Personalisation and automation Email innovations – AMP – Underexplored Gmail features Email data capture – Organic vs paid – Social best practices – Effective …

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Overview Google Analytics set-up, Tag Manager and account optimisation Google Analytics (GA) Background Google Global Site Tag Google Tag Manager – Set-up – Overview: Tags, Triggers, Variables Native GA code installation  GA Structure – Accounts – Properties – Views GA 4 Establishing conversions, setting up goals, using GTM for event tracking Establishing conversions – Macro …

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