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 Media – Website UX & Email Marketing

• Purpose driven web design
  – Industry specific needs
  – Conformity versus creativity
• Website design best practices
  – Design platforms and build tools
  – Why less is often more
  – UX vs UI design
  – Mobile usability
  – What matters more, copy or design?
  – Website optimisation testing tools
• Email marketing
  – Strategy
  – KPIs
  – Automation
  – Optimisation
  – Database building

Earned Media – Social & Search

• Understanding earned media
  – Pros and cons
  – Strategy planning
• Social media
  – Video and AI focus
  – Watchtime
  – Copywriting and creative
  – Messaging
• Search
  – Understanding search intent
  – Keyword research
  – Content planning
  – Link building

Online Advertising Strategy and Planning

• Online ad landscape in 2023
• Unlocking Google Ads
  – Search engine marketing
  – Google Grants for NFPs
  – Life beyond SEM
  – Generative AI in Search
  – Google Marketing Live
• Meta and social media advertising
  – Campaign reporting and evaluation
  – Social ad strategy development
  – Awareness vs action
  – On-platform conversions
  – Performance optimisation
  – Creative best practices
  – Automation and generative AI