Updated July 2024 Overview Digital Usage Trends and Communications Channel Mix Digital comms in govt and NFPs – Use cases – Opportunities and challenges – Understanding the digital comms landscape Meta in focus – Engagement and interaction benchmarks – Shifting to a video-first approach – Algorithm updates – Meta AI LinkedIn, TikTok, YouTube & X …

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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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Overview YouTube Marketing Trends, Opportunities & Challenges YouTube market update – Usage trends – Marketing investment Thinking strategically about YouTube – Paid – Organic YouTube 2023 priorities – Shorts: Usage, trends and creative tools – Creators / Influencers: Shorts, expanding YT’s creator ecosystem, podcasting – Connected TV Google Marketing Live – New video and generative …

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Updated August 2023 Overview Data-Driven Digital Design Principles & Creative Trends Appreciating digital design nuances – Channel vs outcome vs audience – Respecting design principles but not being constrained – Navigating algorithm and policy changes – Why it’s video first Design concepts and useful tools – Teamwork, process and ideation Data-driven design – Harmonising creative …

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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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Updated June 2024 Overview 2024 Instagram Trends, Challenges and Priorities 2024 Instagram trends and challenges – Investment – Usage – Growth Performance benchmarks Channel challenges – Tik Tok – YouTube Video focus Innovation and Al Strategy, Planning and Evaluation Marketing on Instagram – Strategy planning – Common tactics – Instagram challenges and opportunities: Organic & …

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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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Updated January 2024 Overview Understanding Marketing Opportunities and challenges Understanding TikTok and Snapchat marketing – Usage figures – wider social media impact – Video game-changer Marketing uptake Social graph versus content graph Tick-tock’s organic opportunity – content marketing – community building Influencer marketing on TikTok – organic and paid crossover – creator marketplace – creative …

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Released: 4th March 2024 Overview Ads Trends, Landscape and Opportunities Digital ad spend – Search vs social – Search and social convergence – Retail media and social media crossover – Rise of online video Social ads investment – Facebook – Instagram – LinkedIn – TikTok – YouTube Key 2024 social ads trends – AI and …

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Updated June 2024 Overview Introduction to Email Marketing Email marketing’s evolution – Email opportunities – Challenges and issues – How social media replaced email – Direct response vs brand – Email performance benchmarks Personalisation and automation – Al Email innovations – AMP – Underexplored Gmail features – Privacy challenges – Apple updates Building Your Email …

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Updated April 2024 Overview GA4 Setup, Key Features, Tools & Reports Google Analytics overview Introducing GA4 • Innovative features • How it differs to UA Optimising your GA account set up Creating your GA4 property • Setting up • GA4 installation – Google Tag Manager • Understanding events – Custom and standard events – Why …

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