AI is reshaping marketing in ways that New Zealand small businesses can use to their advantage.

Studies show that companies leading with AI see far higher growth—one report found firms ahead in AI adoption enjoyed 84% higher revenue growth than their peers.

Yet many Kiwi business owners feel cautious. Research shows that about 68% of local SMEs have no current plans to invest in AI. That means most could be missing out on a significant opportunity.

This course is designed to change that. We'll show you how to use AI tools to save time, cut costs, and make smarter marketing decisions—even with a small budget and limited technical expertise. You'll learn practical, proven strategies that work for businesses your size, in your market.

Who This Course Is For

This course is ideal for:

• Small business owners who want to compete more effectively with larger rivals
• Managers responsible for marketing in small to medium enterprises
• Solo operators looking to multiply their marketing effectiveness
• Anyone who finds digital marketing overwhelming and wants AI to help simplify it
• Kiwi businesses wanting to understand AI without technical jargon

No prior AI experience is required. We assume you're comfortable using a computer and the internet, but we'll explain everything else in plain language.

What You'll Learn

By the end of this course, you'll be able to:

• Use AI tools confidently to create marketing content, social media posts, and emails
• Set up and manage AI-powered advertising that targets the right customers
• Install chatbots to answer customer questions 24/7
• Analyse your marketing data to make smarter decisions
• Save time by automating routine marketing tasks
• Comply with New Zealand's privacy laws while using AI tools

Lesson One: The Most Important AI Skill You Must Master

This foundational lesson introduces AI not as a buzzword, but as a practical helper for your day-to-day marketing. We’ll explore how AI can automate low-value, repetitive tasks – from drafting social media posts to analysing sales data – freeing you to focus on your business goals and strategies. You’ll learn about the concept of the “augmented marketer”: a small business professional whose skills and efficiency are amplified by technology, not replaced by it. Practical examples will show how small businesses achieve big results by pairing human insight with AI efficiency. And, at the heart of this lesson: "prompting", the core skill that you will need to instruct AI tools effectively.

In this lesson we will also cover how you can use AI safely, legally and authentically in Aotearoa:

• Simple principles for using AI without losing your voice:

  • “AI drafts, human edits.”

  • Keeping your local, Kiwi flavour (spelling, examples, humour).

• NZ-specific legal and ethical considerations:

  • Privacy Act 2020: what it means in practice when feeding customer data into tools.

  • Using only data you have permission for (email lists vs scraped lists).

  • Basics of Māori data as taonga and why you shouldn’t casually pump culturally sensitive material into generic tools.

• Creating a lightweight AI policy for your business:

  • What you will and won’t use AI for.

  • Approval, review and sign-off process.

  • Disclosure choices (when, if ever, you tell customers you used AI).

This lesson includes access to our Custom AI Tool: PromptCraft Pro. This interactive trainer teaches you to communicate with AI like a pro. It invites you to enter rough prompts, then scores and improves your attempts. Mastering prompt-crafting is a foundational skill that unlocks the potential of every AI tool you’ll use.

Lesson Two: AI for Content Creation (Writing) 

Content creation is a vital aspect of marketing, and AI can make this process more efficient and effective. This lesson will introduce AI content generation tools (specifically, ChatGPT, Google Gemini, Claude and Grok, all with free versions) and demonstrate how they can be used to write persuasive copy, generate content ideas, and proofread and edit content. We will also discuss methods for measuring content effectiveness.

Lesson Two covers:

• AI Content Generation Tools: Get introduced to the latest AI tools that can automate and enhance the process of content creation.
• Writing Persuasive Copy: Learn how AI can be utilized to craft compelling and persuasive marketing copy.
• Content Idea Generation: Discover AI-powered methods for generating fresh and engaging content ideas to keep your marketing strategy dynamic and relevant.
• Proofreading and Editing: Understand how AI can assist in proofreading and editing content, ensuring high quality and professionalism.

Lesson Three: AI for Design

 Design plays a crucial role in marketing campaigns, and AI-powered tools can simplify the design process. In this lesson, we will explore various AI design tools (such as Google's Nano Banana, MidJourney, Leonardo and AI additions to Canva, Microsoft Designer and the Adobe suite of products) for creating custom designs. We will also discuss best practices and guidelines for personalizing designs using AI technology.

In Lesson Three, we feature:

• AI Design Tools: Learn about various AI-powered tools that can assist in creating custom visuals, branding, and logo designs.
• Creating Custom Visuals: Discover how AI can simplify the process of generating unique and eye-catching visuals for your marketing campaigns.
• AI for Branding: Understand how AI can be used to create cohesive and professional branding
• Design Personalization: Learn best practices for personalizing designs using AI, enhancing customer engagement and brand recognition.
• AI-Powered Website Builders: Learn about AI-powered website builders and their capabilities in creating professional and optimized websites.

Lesson Four: AI for Video

Video creation can be amongst the most labour-intensive of marketing tasks. AI has been at work behind the scenes of many video programs for a number of years but now the curtain has been lifted, many new tools have been released, and marketers can leverage AI to dramatically enhance the creation process. In this lesson, we take you through some of the latest tools and techniques available to help you make marketing magic.

Lesson Four examines:

• AI-assisted videomaking tools that will turn a small amount of information (even just a keyword or web page URL) into complete videos
• Instant AI video generation applications that transform your text prompts into immediate visual content.
• AI-enhanced video editing solutions designed to accelerate the editing workflow.

Lesson Five: AI for Search 

Search engine marketing is critical for online visibility, and AI can enhance marketers’ efforts in this area. This lesson will cover AI applications for keyword research, search engine optimization (SEO), voice search, and search advertising strategies. We will learn how AI can improve search performance and increase organic traffic.

Lesson Five explores:

• AI and Keyword Research: Learn how AI can simplify and enhance keyword research, leading to more effective search engine marketing strategies.
• AI for SEO: Discover how AI tools can optimize your website for search engines, improving your website's visibility and ranking.
• AI and Voice Search: Understand the role of AI in optimizing for voice search, a rapidly growing trend in the digital world.
• Ranking in AI Search: what you need to know to ensure that your website ranks in the fast-growing world of AI Search.
• Improving Search Performance: Learn how AI can improve overall search performance, resulting in increased organic traffic and potential customer base.

Lesson Six: AI for Social Media

Social media is a powerful marketing platform, and AI can help small businesses optimize their social media efforts. This lesson will discuss AI’s role in social media content creation, management, social listening and sentiment analysis. We will also explore AI’s potential in influencer marketing and audience targeting.

Lesson Six drives the conversation about:

• AI and Social Media Content: Learn how AI can assist in creating engaging and relevant social media content, increasing audience engagement.
• AI for Social Media Management: Understand how AI can simplify and enhance social media management, leading to more efficient and effective campaigns.
• Social Listening and Sentiment Analysis: Discover how AI can be used for social listening and sentiment analysis, providing valuable insights into your audience's needs and opinions.
• AI for Audience Targeting: Understand how AI can enhance audience targeting on social media, resulting in more personalized and effective marketing efforts.

Lesson Seven: AI for Email

Email marketing continues to be a highly effective marketing channel, and AI can help maximize its potential. In this lesson, we will explore AI applications for email subject line generation, personalization, segmentation, and targeting. We will also discuss AI-driven strategies to improve email deliverability and performance.

Lesson Seven delivers:

• AI and Email Subject Lines: Discover how AI can craft compelling email subject lines, leading to higher open rates and engagement.
• Email Personalization with AI: Learn how AI can enhance email personalization, increasing relevancy and improving customer relationships.
• AI for Segmentation and Targeting: Understand how AI can streamline segmentation and targeting in email marketing, ensuring your messages reach the right audience.
• Improving Email Deliverability: Explore AI-driven strategies to improve email deliverability, maximizing the reach of your email marketing efforts.
• AI-Driven Performance Improvement: Learn how AI can optimize your email marketing performance, leading to higher click-through rates and conversions.

Lesson 8: AI Chatbots and Customer Service

 Discover how to set up an AI chatbot that answers customer questions 24/7, captures leads, and improves the customer experience—without hiring extra staff.

Topics covered:

• What chatbots can do for small businesses
• Choosing a chatbot platform: Tidio, Crisp, ManyChat, and others
• Setting up your first chatbot (step-by-step walkthrough)
• Programming responses to your most common customer questions
• Integrating chatbots with your website and social media
• Using chatbot data to improve your marketing and service

Lesson 9: AI for Analytics, Planning and Everyday Productivity

In this final lesson, we explore how to use AI as a “thinking partner” for understanding numbers, planning campaigns and reducing admin time.

• Using AI to make sense of your stats:
  • Summarising reports from Google Analytics, email and social media into “plain English”.
  • Asking AI questions like “Which channels are bringing the most sales?” or “What should I test next month?” using pasted data.
• Turning past performance into future plans:
  • Using AI to outline a simple 90-day marketing plan based on your goals, budget and current channels.
  • Getting AI to suggest realistic, low-effort experiments each month.
• Everyday productivity boosters:
  • Drafting SOPs and checklists from tasks you already do.
  • Turning messy notes into neat meeting summaries, task lists or briefs.
  • Calendar and task suggestions (what to focus on each week).
• A gentle introduction to AI agents:
  • What agents are, in everyday language (multi-step, semi-autonomous workflows).
  • Simple, low-risk things they can already do for small businesses (e.g. watch a folder, summarise new reviews, compile weekly reports).

————————

HOW THE COURSE WORKS

This course is browser-based and can be accessed through Chrome, Firefox or other web browsers.

The course is a blend of text, images and videos.

Each section includes recommended Action Steps and Exercises to help you implement what you have learned.

Individual advice and assistance is available if required from the course tutor, Michael Carney, typically in the first instance via email.

Practical, Not Theoretical

Every lesson focuses on skills you can use immediately in your business. We don't waste time on academic theory or complex jargon. Instead, you'll get step-by-step instructions, real-world examples, and tools you can start using today.

Designed for NZ SMEs

This isn't a generic international course with examples that don't apply to you. Everything is tailored for the New Zealand market, with local examples, NZ-specific tools and platforms, and guidance on complying with New Zealand regulations.

————————

OUTCOMES

After completing this course, you will:

• Save significant time by automating routine marketing tasks
• Reduce costs by making smarter, data-driven marketing decisions
• Reach the right customers with AI-powered targeting and personalisation
• Create professional content even without dedicated marketing staff
• Compete more effectively with larger businesses in your market
• Stay compliant with New Zealand privacy and marketing regulations

————————

TIMING

The next course begins on Thursday 04 December, 2025.

We release course lessons every week, on Thursdays (we operate on a timed-release timetable so that we can ensure the content is as up-to-date as possible, since AI marketing changes so much).

We typically recommend that you allow an average of 2-3 hours per lesson — less in the early stages of the course, more in latter stages as we explore more detailed topics.

Once you have access to a course lesson, you can take it whenever you wish, anytime 24/7. There is no requirement to complete the course over any particular timeframe.

————————

INVESTMENT

This nine-part online training course is available for $797+GST. However we offer an EARLY BIRD DISCOUNT of $100 — pay just $697+GST for bookings received by the end of Thursday 27 November, 2025. Bookings are confirmed on receipt of payment. We can raise an invoice in advance if you need it.

To reserve your place in this course, please click here to enrol:

If you need more information, or require an invoice in advance, please send an email to info@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password for the AI Marketing for NZ Small Business online training course.

Your instructor for this course is Michael Carney, one of New Zealand’s most experienced digital marketing practitioners and educators. As the founder and director of Netmarketing Courses, Michael has dedicated the last fifteen years to researching, creating, and delivering practical, relevant online training designed specifically for the Aotearoa market. His mission is to empower Kiwi organisations and marketers with the skills they need to thrive in a competitive digital landscape. To date, he has trained over 3,000 students through partnerships with leading industry bodies including the NZ Marketing Association, NZ Retailers Association, Tourism Industry Association NZ, and Hospitality NZ.

Course participants range from absolute beginners just starting to come to grips with digital marketing through to senior marketing professionals looking for Continuing Professional Development and seeking to stay up-to-date with the latest changes in the ever-evolving digital environment. Specific courses are offered for organisations of all sizes, from solopreneurs and small businesses through to local and central government bodies and large corporate businesses.

Michael has practical, hands-on experience with all aspects of digital marketing, from website creation to social media advertising, from strategic guidance and trend analysis to thought leadership. He has been online since 1987 and involved with digital marketing in all its aspects since the mid-1990s. He was an early adopter of Generative AI when ChatGPT launched in late 2022, and now has extensive experience with using AI for research, brainstorming, content creation, design, video creation and editing and what's become known as "vibe coding", using AI to develop web applications.

Michael’s expertise is built on a career spanning more than four decades, during which he has developed marketing and advertising strategies for many of New Zealand's most iconic brands. His extensive client list includes The Warehouse, ANZ Bank, Lion Breweries, Griffins Foods, Sony New Zealand, Honda New Zealand, and Heinz Wattie. This deep, hands-on experience at the highest levels of the industry ensures that every course is grounded in real-world application, not just academic theory. He has held senior strategic roles in major advertising agencies, including National Media Director at HKM Advertising and Strategic Planning Director for The Media Counsel. He currently also is Digital and Strategic Director of the creative agency Good Gravy. 

Beyond his client work, Michael is a respected thought leader, published author, and industry contributor. He wrote the bestselling book "Trade Me Success Secrets," which sold out its first printing in just six weeks, and has ghost-written several other business books on topics like digital transformation. For years, he chaired the Network of Digital Marketers for the NZ Marketing Association and he has been a regular magazine columnist for Marketing Magazine and other titles. This unique combination of in-the-trenches experience, proven teaching ability, and strategic insight makes him the ideal guide to help you master digital marketing.

Feedback from previous digital marketing training course and workshop participants:

• It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
• I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it  – Nikki H.
• Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
• “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
• “thought the information within was outstanding” – Ed P, General Manager
• “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
• “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
• “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
• “Rapt with what I have seen of the course” — Julia R, fashion editor
• “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
• “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
• “I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer