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 and data
  – Establishing effective feedback loops
  – Defining design conversions
  – Popular analytics tools
  – Balancing quantitative and qualitative design insights
  – Reducing friction in the conversion cycle

Web design & email best practices

• Purpose driven web design
  – Industry specific needs
  – Conformity versus creativity
  – Responsive design versus mobile first
  – App design
• Website design best practice
  – Design platforms and build tools
  – Why less is often more
  – UX vs UI design
  – Mobile usability
  – Speed is everything
  – What matters more, copy or design?
  – Website optimisation testing tools
• Email creative and copy conventions

Organic social content, engagement and short-form video

• Social media content marketing
  – Planning, workflows and integration
  – Performance benchmarking
  – Content planning and storytelling
  – Optimising social content for reach
• Understanding social algorithms
  – How do algorithms work and how are they evolving
  – Why is every platform duping TikTok
  – Video growth
• Social media copywriting & creative
  – Boosting discoverability
  – Why are social media and SEO overlapping?
  – Shadow bans
  – Optimising for video watch time
  – Leveraging UGC

Online Ads: Display, Video & Search

• Digital Ad Design
  – Balancing ad objectives and creative
  – Awareness vs direct response
  – Full funnel creative
• Social Ads
  – Common formats
  – Design trends
  – Online video
  – Social video best practices
  – Design tools
  – Automation & AI
• Google Ads
  – Search
  – Display
  – Generative AI