Transform Your Retail Business with AI

A recent survey shows 91% of retailers in New Zealand and Australia are investing in generative AI, underscoring how essential AI has become for staying competitive. In fact, nearly half of NZ marketing leaders have already invested in AI tools, and AI-driven strategies now power 70% of digital marketing decisions among New Zealand businesses. This masterclass will teach you hands-on how to use AI in your retail marketing, freeing you from repetitive tasks so you can focus on high-value activities like serving customers and growing your brand.

This NZ Retail Marketing AI-Enhanced Masterclass is designed specifically for New Zealand retail marketers. It acknowledges the hard work you already put into your business. The goal is not to replace your experience and intuition, but to introduce the transformative power of AI tools as your strategic co-pilot. You’ll learn practical, immediately actionable strategies for streamlining marketing processes, expanding your reach, and helping your retail business thrive. By the end of this course, you will be able to leverage AI to work smarter, not harder, in promoting the unique products and shopping experiences you offer.

And each lesson here comes with a unique, customised AI tool to tackle a specific retail marketing challenge. The curriculum follows a logical path from foundational concepts through to practical execution of campaigns, ensuring you build a comprehensive understanding of AI-enhanced retail marketing.

NZ Retail Marketing AI-Enhanced Masterclass: A 12-Lesson Curriculum

Each of the following lessons is a self-contained module building your skills step by step. From understanding AI’s role in retail strategy to creating content, managing customer relationships, and optimising campaigns, you’ll gain the knowledge and tools to integrate AI into every facet of your retail marketing.

LESSON ONE: USING AI TO PROMOTE YOUR RETAIL BUSINESS

This foundational lesson introduces AI not as a buzzword, but as a practical helper for your day-to-day retail 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 strategic planning, in-store experience, and creative work. You’ll learn about the concept of the “augmented marketer”: a retail professional whose skills and efficiency are amplified by technology, not replaced by it. Real-world retail examples will show how small businesses achieve big results by pairing human insight with AI efficiency.

Your Custom AI Tool: Retail PromptCraft Pro. This interactive trainer teaches you to communicate with AI like a pro. It provides retail-focused prompt templates (for example, writing product blurbs or Facebook ads), 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: EVOLVING YOUR RETAIL MARKETING STRATEGY

In the fast-paced retail environment – with shifting consumer trends, seasonal demands, and new competitors – a static annual marketing plan can become outdated quickly. AI equips you for a more dynamic and agile strategy. In this lesson, you’ll learn how AI can analyse large datasets (sales records, social trends, competitor pricing, etc.) to spot emerging opportunities or changes in shopper behaviour. Armed with timely insights, you can adjust your marketing plans on the fly, ensuring your strategy is always data-driven and relevant.

Your Custom AI Tool: Retail Strategy Weaver. Like having a marketing consultant on call, this AI interviews you about your store (your goals, challenges, target market) and then co-creates a strategic marketing plan tailored to your retail business. Simply answer guided questions about your business (e.g. product range, competitors, customer demographics) and it will produce a professional marketing roadmap. This living strategy document helps you prioritise campaigns, channels, and budgets with confidence.

LESSON THREE: UNDERSTANDING YOUR TARGET CUSTOMERS

Effective retail marketing starts with knowing your customers inside and out. Who are your ideal shoppers? What are their demographics, habits, and preferences? In this lesson, AI will assist you in developing a data-driven Ideal Customer Profile (ICP) for your retail business. You’ll move beyond vague ideas (“our customers are women aged 25–40”) to truly detailed profiles (“tech-savvy young professionals who value sustainable products and shop online at night”). Importantly, AI will also help pinpoint customer wants, needs, and pain points – the motivations and frustrations that drive their shopping decisions. This deep understanding enables you to tailor your marketing messages and product offerings to exactly what your customers are looking for.

Your Custom AI Tool: Customer Profile Analyzer. This tool streamlines the complex task of market research and customer profiling. It provides a guided framework to define your ICP and uncover your customers’ key wants, needs, and pain points. By asking targeted questions and analysing your inputs, it builds a clear picture of who you’re targeting and what problems your retail business can solve for them. This precise targeting leads to better marketing outcomes – higher conversion rates and more efficient use of your budget.

LESSON FOUR: CUSTOMER WANTS, NEEDS & PAIN POINTS

Identifying your customer’s wants, needs, and pain points is only the first step; the next is connecting those needs directly to what your business offers. In retail, this means clearly articulating how your products or services fulfil a customer’s desires or alleviate their pain points. In this lesson, AI becomes your creative partner to bridge the gap between customer insights and marketing messaging. You’ll learn to use AI brainstorming to generate fresh ideas and specific language for showing customers you get their problems and have the perfect solution. Instead of just listing product features, you’ll frame your offers in terms of benefits and solutions – for example, highlighting how a winter jacket “keeps you warm and dry through NZ’s unpredictable weather” rather than just calling it “waterproof and insulated.”

Your Custom AI Tool: Insights Generator. This tool takes the raw data about customer desires and frustrations (from the previous lesson) and helps transform it into powerful marketing angles. It prompts you to think beyond features, encouraging value-focused propositions. For instance, if your customers often complain about time (“I don’t have time to cook healthy meals”), the tool might help you craft a message like “Ready-to-eat gourmet meals – giving you back an hour of your day.” By using the Insights Generator, you’ll create marketing content (slogans, product descriptions, ad copy) that speaks directly to what customers truly care about, making your marketing far more persuasive.

LESSON FIVE: EVALUATING YOUR WEBSITE

Your website – whether it’s an informational site or a full e-commerce store – is your digital storefront. First impressions here can make or break a sale. Yet many technical factors that affect website success (like page load speed, mobile friendliness, search engine optimisation) are hard to assess without expertise. In this lesson, you’ll learn how AI-powered auditing tools can perform a comprehensive health check on your site in minutes. We will use AI to scan your site and identify issues that might be slowing down users or hurting your Google rankings – for example, large image files, broken links, poor SEO meta tags, or checkout process bottlenecks. The AI will prioritise the fixes that matter most, so you know where to focus your efforts (or what to ask your web developer to tackle first). By optimising your website’s performance and user experience, you’ll convert more visitors into customers and keep them coming back.

Your Custom AI Tool: AI Site Auditor. This tool gives you an instant, expert-level analysis of your website or online store. Just enter your URL, and you’ll receive a detailed audit report covering all the key metrics – from site speed and mobile usability to SEO status and security. The output isn’t just tech jargon; it provides a clear list of actionable fixes in plain language. You’ll know exactly what steps to take (like “compress these images” or “add an SEO title to your homepage”) to improve your site. The tool even rescans to show your “before and after” scores, so you can see concrete improvements. It’s like having a digital marketing agency’s audit, on demand and free of charge, empowering you to fine-tune your online presence for best results.

LESSON SIX: BRAINSTORMING MARKETING IDEAS

Every retail marketer knows the challenge of coming up with fresh, engaging ideas – whether it’s for promotions, social content, or in-store events. Creative fatigue is real, especially when you wear many hats in the business. In this lesson, AI becomes your limitless brainstorming partner. We’ll use AI tools to generate a flood of marketing ideas based on what we know about your customers and business insights. Stuck on what campaign to run next month? AI can suggest themes and concepts (maybe a “Spring Clearance Treasure Hunt” or a “12 Days of Christmas Deals” series). Need content ideas for social media? AI can propose topics, from informative posts (like a guide to choosing the right product) to fun behind-the-scenes stories about your shop. What’s powerful is that the AI isn’t just random – it can take into account the customer pain points and interests you’ve identified, ensuring the ideas are relevant and likely to hit the mark. By the end of this lesson, you’ll have a rich list of creative concepts to keep your marketing calendar full and your audience interested.

Your Custom AI Tool: Idea Generator. This tool is the antidote to the blank page. Instead of staring at an empty calendar, you’ll input some basics (like a customer pain point or a product you want to promote), and the Idea Generator will produce a list of tailored marketing ideas. For example, tell it your customers worry about sustainability, and it might generate ideas such as a “Recycled Fashion Week” if you sell clothing, or a blog post series on “How We Source Eco-Friendly Materials.” The key advantage is that the ideas aren’t one-size-fits-all; they’re generated from the context you provide. This saves you hours of brainstorming and ensures every idea is aligned with your brand and audience. You can keep refining or requesting more ideas until you have the perfect inspiration for your next campaign or piece of content.

LESSON SEVEN: CREATING CONTENT CALENDARS

Consistency is crucial in retail marketing. A well-planned content calendar ensures you have regular engagement with your customers across platforms – be it social media, email newsletters, or blog updates. But planning ahead every week or month can be a chore. In this lesson, you’ll learn to harness AI as a smart content planner. Building on the ideas from Lesson Six, we’ll use AI to help organise those ideas into a logical schedule. The AI can consider seasonal trends, holidays, and your business goals to recommend what to post and when. You’ll also see how AI can balance different types of content (educational, promotional, entertaining) so your audience stays engaged without feeling overwhelmed by sales pitches. By automating much of the planning, you save time and get a clear roadmap of your marketing activities.

Your Custom AI Tool: Content Calendar Creator. This tool takes the heavy lifting out of content planning. Provide it with some parameters – say, the month and any special campaigns or themes you have – and it will generate a draft content calendar for you. For example, you could input “March – new autumn product line launch, goal to increase online store traffic,” and the tool might produce a week-by-week plan: blog post topics for each week, social media post ideas for each day, and even suggestions for when to send promotional emails. It aligns ideas with dates (e.g. focusing on Mother’s Day gift ideas in early May, if relevant to your products). Each suggestion ties back to your products and target customer interests. You can easily edit the calendar or swap in your own ideas, but the Content Calendar Creator ensures you’re never starting from scratch. The end result is a clear, strategic schedule that keeps your marketing consistent and purposeful.

LESSON EIGHT: WRITING ARTICLES AND PRODUCT DESCRIPTIONS

Creating high-quality written content – whether it’s informative articles, blog posts, or simply product descriptions on your website – is one of the most effective ways to attract and educate customers. Good content improves your SEO (so people find you on Google), builds trust in your expertise, and can drive sales by answering customer questions. The challenge? It’s time-consuming, and not every retailer feels like a confident writer. In this lesson, you’ll learn how AI can supercharge your writing process. AI can help generate detailed article outlines, suggest relevant keywords to include for search engines, and even draft portions of text in your brand’s tone. We’ll cover how you can use AI to write blog posts or advice guides that establish your authority (for example, a pet store might publish “How to Choose the Right Food for Your Dog” with AI assisting in research and phrasing). We’ll also look at using AI for product description writing – turning a basic list of features into an engaging description that highlights benefits and tells a mini-story to the customer. By using AI as your writing assistant, you can produce rich, polished content in a fraction of the time.

Your Custom AI Tool: AI Content Writer. This tool is like a writing genie for both long-form and short-form text. Provide it a topic or a product name, and it will help you craft a well-structured, reader-friendly piece of content. For an article, it can generate an outline and even fill in paragraphs on each point, which you can then edit and personalise. It understands SEO principles, so it will nudge you to include terms that shoppers might search for. For product descriptions, the AI Content Writer can take a few details (like specs and features) and turn them into a compelling narrative that emphasises benefits (e.g. transforming “steel water bottle, 500ml” into “Stay hydrated on the go with our sleek 500ml steel water bottle – keeps your drink cold for 12 hours and slips easily into any bag”). By leveraging this tool, even those who dread writing will be able to create professional articles, blog posts, and product pages that attract and inform customers, ultimately boosting traffic and sales.

LESSON NINE: AI-ASSISTED DESIGN FOR RETAIL MARKETING

Good design can be the difference between a customer walking past your shop or scrolling past your ad — and stopping to look closer. But for many retailers, graphic design can feel out of reach: it’s expensive to outsource and time-consuming to do in-house. That’s where AI comes in. In this lesson, you’ll learn how AI can level the design playing field, giving smaller NZ retailers access to creative tools once only available to big brands. Whether you're designing in-store signage, promotional flyers, product displays, or visuals for your online store and social channels, AI can help you produce professional-quality visuals quickly — without needing to be a trained designer.

We’ll explore three key areas:

1. Design for In-Store Materials: Learn how to create eye-catching signs, product labels, promotional posters, and seasonal POS displays with the help of AI layout and design assistants. You’ll see how AI can generate templates tailored to your campaign and branding, or provide visual ideas based on your input.

2. Design for E-Commerce Stores: Discover how AI can help you design banners, homepage features, product collections, and highlight reels that match your website’s aesthetic. AI tools can adapt to your existing colour scheme, suggest layout options, and even optimise for mobile vs desktop.

3. AI-Powered Image Editing and Product Placement: Perhaps the most exciting part – using AI to manipulate and customise imagery. Want to show your products in real-life settings, but don’t have a studio or models? AI can place your products into stylish backgrounds, into lifestyle scenes, or even into the hands of people in existing photos. This opens the door to high-quality marketing visuals without the cost of expensive photoshoots.

By the end of this lesson, you’ll have a solid understanding of how AI can take your design game to the next level – saving you time, money, and creative stress.

Your Custom AI Tool: Retail Design Prompt Builder

This tool helps you speak the visual language AI understands. Instead of just guessing what to type into a design generator, this tool walks you through a guided process. The tool then creates a complete, detailed AI prompt you can paste into any design-generation platform (such as MidJourney, Firefly, DALL·E, or your own in-house tool). The result? More control, better consistency, and on-brand designs that actually work for your retail marketing.

LESSON TEN: CREATING SOCIAL POSTS

Social media is a powerhouse for retail marketing – it’s where you can build a community, showcase your products in action, and drive traffic to your store. But maintaining a lively and engaging social presence means constantly coming up with posts across different platforms, each with their own style (Instagram, Facebook, TikTok, Pinterest, etc.). In this lesson, you’ll find out how AI can act as your creative engine for social content. AI can generate a variety of post ideas and captions tailored to your brand voice and the platform requirements. Need a catchy caption for an Instagram photo of your new window display? Or a series of tweets promoting a one-day sale? AI can suggest multiple options in seconds. It can also help with finding the right hashtags that are trending or relevant, and even propose concepts for accompanying visuals (for instance, recommending a product collage or a quick video idea). By using AI for these tasks, you ensure you always have something fresh to post and you maintain a consistent voice and quality, without the stress of thinking it all up yourself every day.

Your Custom AI Tool: Smart Social Post Generator. This tool is a game-changer for daily social media marketing. You input the basics – for example, the product or promotion you want to highlight, and the platform you’re focusing on – and the Smart Social Post Generator will produce complete post suggestions. Let’s say you have a new product arrival (like a summer dress) and you want a Facebook and Instagram post about it. The tool might output: a fun caption (“☀️ New Arrivals! Meet our Summer Sunshine Dress – your new go-to outfit for sunny weekends 🌻 #NewArrival #SummerFashion”) and even suggest an image concept (like “Model twirling in store aisle with dress”). It will tailor the tone and length to the platform (short and snappy for Instagram, maybe a bit more detail for Facebook). It ensures your post has a hook, a clear message, a call-to-action (e.g. “Available now in-store and online”), and relevant emojis or hashtags to boost discoverability. By quickly generating these components, the tool saves you loads of time and helps you keep your social feeds active and engaging, so you can focus on interacting with your followers and customers.

LESSON ELEVEN: CREATING ADS

Paid advertising – whether on Google, Facebook/Instagram, or other platforms – allows you to reach new customers quickly, but it can be intimidating to set up and costly if done wrong. In this lesson, we demystify digital ads and show how AI makes it much easier for retail marketers to create effective, targeted ad campaigns without needing to be a PPC expert. You’ll learn how AI tools can assist in keyword research for search ads (figuring out what shoppers are searching for), automatically generate multiple versions of ad copy, and even adjust targeting settings. AI can also help interpret the results of your ads, identifying which messages or images perform best, and suggest tweaks on the fly. We will cover examples like using AI to create a Google Ads campaign for a new product line, or a Facebook Ads campaign targeting people in your city interested in a certain category, with AI handling a lot of the heavy lifting (like audience suggestion and budget optimisation). The outcome: you’ll be able to run ads that get more clicks and conversions for each dollar spent, bringing more foot traffic and online orders to your business.

Your Custom AI Tool: Smart Ad Creator. This tool functions like your personal ad agency. You input some key details – your campaign goal (e.g. “increase online sales of winter jackets”), your target audience (e.g. “outdoor enthusiasts in NZ, aged 20-45”), and platform of choice – and the Smart Ad Creator generates a ready-to-launch ad kit. For instance, it will produce several headline options (“Stay Warm, Look Cool – 20% Off Winter Jackets!”), ad copy text highlighting your offer (“Our latest winter jackets blend style with all-weather comfort. Limited time 20% discount – grab yours now and embrace the cold in style ❄️🧥.”), and even select images from your catalog or suggest stock images that fit the message. It also provides recommendations for targeting settings (like demographic or interest targeting on Facebook, or keywords for Google Ads) and a suggested budget allocation. Essentially, it takes the guesswork out of advertising by using AI’s analysis of what works in retail ads. With this tool’s help, you can confidently launch professional-grade ad campaigns and then refine them using AI insights, without wasting money on trial-and-error.

LESSON TWELVE: ENHANCING YOUR EMAIL MARKETING WITH AI

Email marketing remains one of the most effective ways to drive repeat business and nurture customer relationships in retail. Whether it’s a weekly newsletter, a promotional blast for a sale, or personalised follow-ups like “We miss you, come back!” – emails can significantly boost your revenue. In this lesson, you’ll see how AI can elevate your email marketing game from good to great. We’ll explore how AI tools can craft compelling email content and subject lines that get opened, and even tailor messages to different customer segments automatically. You’ll learn to use AI for analysing past email performance (figuring out what content or offers your subscribers liked best) and for optimising send times for maximum engagement. We’ll cover examples like using AI to generate an email series for a new collection launch, each email focusing on different product benefits, or how AI can help you create a clever re-engagement email for lapsed customers. By leveraging AI, even a small retail business can execute email campaigns with the polish and personalisation of a big company, leading to higher open rates, click-throughs, and sales.

Your Custom AI Tool: Smart Email Campaigner. This tool is your all-in-one assistant for planning and writing marketing emails. Provide it with the basics of your campaign – say, “Spring Sale – 30% off all gardening tools, aim to highlight top 3 products” – and the Smart Email Campaigner will generate a draft email or even a sequence of emails. For a single email, it might propose an attention-grabbing subject line (“Bloom into Spring – 30% Off Gardening Tools! 🌱✂️”) and then write the email body for you: a friendly greeting, a catchy intro tying into the theme (“Spring is here, and it’s the perfect time to grow something new…”), a list of featured products with enticing descriptions generated from your product info, and a clear call-to-action (“Shop the Spring Sale Now”). If you have multiple customer segments (for example, VIP loyal customers vs. new sign-ups), the tool can tweak the tone or content for each group, ensuring everyone gets a message that feels personal. It can also suggest the optimal day and time to send for best results, based on general data or your past campaigns. By using the Smart Email Campaigner, you’ll save time on copywriting and be confident that your emails are both well-written and strategically targeted to drive conversions.

Conclusion: Your Roadmap to an AI-Enhanced Retail Future

This course provides a comprehensive, 12-step framework designed to guide New Zealand retail marketers on a transformative journey. By progressing through these lessons, you will move from foundational principles to advanced execution, building an integrated understanding of how AI can enhance every aspect of your marketing. From planning smarter strategies and creating content faster, to engaging customers in a more personal and efficient way, you’ll have a roadmap to implement AI confidently and effectively.

Most importantly, you’ll finish with practical experience using retail-focused AI tools that solve real problems. This is your roadmap to an AI-enhanced future where your marketing efforts are more impactful and your business can thrive in a competitive retail landscape. Embracing AI will allow you to do more with less, freeing up your time and resources to focus on what truly matters: delivering value to your customers and growing your retail brand. The future of retail marketing is here – and you are now equipped to seize it.

Get ready to transform your retail marketing with AI – let’s make your business smarter, more efficient, and poised for growth!

TIMING

This course begins on Thursday 11 September.

INVESTMENT

This comprehensive NZ Retail Marketing AI-Enhanced Masterclass is available for $897+GST. However we offer a $100 Early Bird Discount for bookings received and payment made by Thursday 4 September. Pay only $797+GST for this course!

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. 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 require an invoice in advance, or prefer to pay by bank deposit, please send an email to info@netmarketingcourses.co.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, along with an Enrolment Key for the NZ Retail Marketing AI-Enhanced Masterclass online training course.

If you have any questions, or would like more information, please email us at info@netmarketingcourses.co.nz

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