Revolutionise your digital strategy with generative AI
Unlocking AI in Digital & Social Media Marketing
- In-Person Training
- 9am - 3.30pm
- SYDNEY | BRISBANE | MELBOURNE | AUCKLAND
- $2,495 +GST (2 DAY COURSE) or $1,295 +GST (1 DAY ONLY)*
- JAN SALE: Save 30% until 31st Jan 2025
Unlock the power of generative AI to revolutionise your marketing strategy in 2025. Discover how to create hyper-personalised content, automate campaigns, and optimise customer engagement across key channels like email, social media, SEO, and digital advertising. Learn to seamlessly integrate cutting-edge AI tools; ranging from chatbots to advanced analytics, to enhance campaign performance and drive results. Stay ahead of the curve by leveraging the latest AI-driven innovations on platforms such as Meta, Google, LinkedIn, and TikTok, ensuring your marketing efforts remain relevant in an ever-evolving digital landscape.
Save 30% with SMK’s JAN SALE. Ends 31 JAN.
What you will learn
✓ How to harness generative AI for hyper-personalised content, dynamic campaigns, and SEO-friendly assets that boost visibility and engagement.
✓ How to pilot and scale AI projects strategically while balancing automation with human oversight and addressing ethical considerations.
✓ How to optimise the entire marketing funnel with AI, from audience segmentation to campaign analytics, ensuring consistent alignment across paid, owned, and earned media.
✓ How to enhance customer engagement using AI-powered chatbots, personalised messaging platforms like Facebook Messenger, and automated workflows for seamless journeys.
✓ How to leverage AI tools for advertising, email marketing, SEO, and market research to transform creative execution, campaign optimisation, and user experience testing.
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Why do this course?
Generative AI is reshaping the marketing landscape, making it essential to master its potential in 2025. This course equips you with the tools and knowledge to integrate AI into your marketing strategies, enabling hyper-personalised, scalable campaigns that drive measurable results.
Whether you’re focused on content production, campaign optimisation, or customer engagement, you’ll discover how AI can enhance efficiency and innovation across channels like social media, email, SEO, and digital advertising.
You’ll also gain practical expertise with leading AI tools and platforms, ensuring your campaigns balance automation with human creativity while maintaining ethical and brand standards. By the end of this course, you’ll be fully prepared to future-proof your marketing strategies, streamline operations, and stay ahead of competitors in a rapidly changing digital environment.
Course Outline
DAY ONE:
Strategic Foundations for AI in Marketing
Understanding Generative AI in Marketing
- What is generative AI, and how does it differ from traditional machine learning?
- What are the key use cases for generative AI across industries like retail, entertainment, government, and non-profits?
- How are businesses leveraging generative AI to create hyper-personalised content and dynamic marketing campaigns?
- Why are creative automation and content scalability critical trends for marketing in 2025?
- What role will emerging generative technologies play in improving efficiency, scalability, and innovation in marketing?
Integrating Generative AI into Marketing Strategies
- How do you successfully pilot AI-driven projects in marketing without overwhelming resources?
- What are the most effective ways to train teams to integrate AI into their workflows?
- How can businesses balance automation and human oversight to maintain brand authenticity?
- What legal and ethical considerations should marketers be aware of when using generative AI tools?
- Why is measuring the ROI of AI implementations essential, and how can this be achieved effectively?
Strategic Pathways to Advanced AI Success
- What are the first steps to identify the right use cases for generative AI in your organisation?
- How can you conduct an AI readiness assessment to ensure teams, processes, and infrastructure are prepared?
- What strategies can help secure leadership buy-in and organisational alignment for AI adoption?
- How do you select the right AI tools and vendors to match your business needs?
- Why is a phased rollout plan crucial for testing, measuring, and scaling AI-driven initiatives effectively?
- What are the common pitfalls to avoid when implementing generative AI technologies in marketing?
Revolutionising Content Creation with Generative AI
- How can generative AI automate content production for blogs, articles, and social media?
- Why is AI-generated content key to improving SEO visibility and boosting search rankings?
- What are the latest tools for generating visual assets, including AI-created images, animations, and videos?
- How do AI tools streamline content repurposing across multiple platforms and channels?
- What are the best practices for blending human creativity with AI-driven content generation?
Enhancing Customer Engagement with Generative AI
- How can AI-powered customer service systems improve efficiency and 24/7 availability?
- What are the best methods for designing intelligent, user-friendly chatbots to drive customer satisfaction?
- How are AI-driven messaging platforms like WhatsApp and Messenger transforming real-time engagement?
- Why is personalisation key to AI-enabled customer interactions, and how can it boost conversion rates?
- What metrics should you track to evaluate the success of AI-enhanced customer engagement initiatives?
DAY TWO:
Practical Applications of Generative AI in Marketing
Optimising the Marketing Funnel with AI
- How can AI support top-of-funnel activities like audience segmentation and awareness campaigns?
- Why is generative AI essential for creating mid-funnel content that educates and nurtures leads?
- What AI tools are best suited for driving conversions through hyper-targeted campaigns at the bottom of the funnel?
- How can AI analytics enhance full-funnel visibility, ensuring consistency and alignment across channels?
- What strategies help integrate AI seamlessly across paid, earned, and owned media for a holistic marketing approach?
AI in Advertising and Campaign Optimisation
- How can AI transform ad management through automated buying, placement, and targeting on platforms like Meta, Google, LinkedIn, and TikTok?
- What are the latest AI-driven tools, such as Meta Advantage+ and Google Performance Max, and how can they improve ad strategy and creative execution?
- Why is real-time campaign analytics critical for modern marketing, and how do AI tools enable more agile decision-making?
- How can AI-powered creative optimisation improve ad visuals and copy to maximise engagement and conversions?
Enhancing Email, SMS, and Messaging Campaigns with AI
- How can intelligent systems personalise email campaigns by automating segmentation and tailoring messages to drive engagement?
- What role does AI play in real-time messaging automation across platforms like WhatsApp and Messenger to enable instant, personalised communication?
- How can predictive technologies optimise send times and refine content, such as subject lines and message copy, for maximum impact?
- Why are AI-driven workflows essential for guiding customers seamlessly through email, SMS, and messaging campaigns with minimal manual intervention?
AI in Search and Online Discovery
- What are Google’s AI-powered search overviews, and how can businesses optimise for summarised, context-rich results?
- How can AI improve on-page, off-page, and technical SEO through tools that optimise content, link-building, and site performance?
- What role do automated SEO solutions play in enhancing keyword research and improving organic search visibility?
- How can businesses adapt their SEO strategies to cater to voice, image, and visual search, ensuring content is discoverable across multiple formats?
Market Research, Customer Analysis & UX Testing
- How do AI tools enable more effective customer research by analysing data, segmenting audiences, and uncovering behavioural trends?
- What is synthetic research with AI, and how does it generate simulated datasets and model customer behaviours for better decision-making?
- How can AI-driven agents automate UX testing, simulate customer interactions, and identify design improvements to enhance user experience?
- What benefits do automated agents offer for streamlining testing processes and providing actionable insights into customer behaviour?
DATES & LOCATIONS
BRISBANE
DATE: 10 – 11 JUNE 2025
TIME: 9AM – 3.30PM
Karstens, Level 24/215 Adelaide St, Brisbane City QLD 4000
MELBOURNE
DATE: 17 – 18 JUNE 2025
TIME: 9AM – 3.30PM
Karstens, 123 Queen St
Melbourne VIC 3000
SYDNEY
DATE: 23 – 24 JUNE 2025
TIME: 9AM – 3.30PM
Karstens, Level 1/111 Harrington St
The Rocks NSW 2000
AUCKLAND
DATE: 27 – 28 MAY 2025
TIME: 9AM – 3.30PM
Karstens, Level 4/205 Queen Street
Auckland CBD 1010
PERTH
DATE: 1 – 2 JUNE 2025
TIME: 9AM – 3.30PM
Karstens, Level 1/111, St Georges Terrace, PERTH WA 6000
Who is this course for?
This course is perfect for marketing, PR, and communications professionals who want to stay ahead in the rapidly evolving digital landscape. Whether you’re crafting compelling campaigns, enhancing brand messaging, or optimising customer engagement, this course will equip you with the skills to leverage generative AI effectively.
It’s ideal for:
Marketing managers
Marketing managers looking to integrate AI into their strategies to create hyper-personalised, scalable campaigns.
PR & comms specialists
PR and communications specialists aiming to enhance storytelling, streamline content creation, and manage reputation with AI-powered tools.
Content creators
Content creators and digital strategists eager to optimise workflows, boost SEO, and drive engagement across channels.
Advertising professionals
Advertising professionals seeking to leverage AI tools for automated ad buying, targeting, and creative optimisation.
Customer specialists
Customer experience specialists looking to improve engagement through AI-driven chatbots, messaging platforms, and personalised workflows.
Business leaders
Business leaders and decision-makers focused on adopting ethical AI practices while maximising ROI from AI-driven innovations.
Whether you’re in marketing, PR, or communications, this course will provide the knowledge, tools, and confidence to future-proof your strategies and thrive in a tech-driven world.
Your SMK Instructor
James Fitzgerald
Executive Director of Programming, SMK
James Fitzgerald is the Executive Director of Programming at SMK. SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively. As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs.
James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.