It's 2025. Are You Still Stuck Using Last Year's Digital Marketing Playbook?

It's 2025, and the world of digital marketing has undergone a seismic shift. If you're still relying on last year's playbook, you're not just a step behind – you're in danger of becoming obsolete.

AI has become the backbone of digital marketing, reshaping everything from content creation to customer engagement. Predictive analytics, powered by advanced AI algorithms, now allow marketers to anticipate customer needs with uncanny accuracy, while AI-driven automation has taken personalization to new heights. The global market value of AI in marketing has skyrocketed, reaching a staggering $190.61 billion by the start of this year.

But AI is just the tip of the iceberg. The rise of zero-click searches means that most users now get their answers directly from search engine results pages, without ever clicking through to a website.

Google has been rapidly escalating its use of AI Overviews, as AI competitors like Perplexity and SearchGPT start to steal away its audience:

By OCTOBER 2024, AI Overviews appeared in approximately 7.6% of Google searches, signalling a significant shift in how information is presented to users.
By NOVEMBER 2024, analysts were telling us that AI Overviews appeared in more than twice as many results, 18.76% of Google search results.
And by DECEMBER 2024, that number had increased dramatically: AI Overviews were appearing in 47% of Google search results.

This shift has forced marketers to completely rethink their SEO strategies, as Search Engine Optimisation becomes Answer Engine Optimisation (AEO).

And the changes don't stop there. The integration of AI agents and large language models in marketing strategies is set to redefine how brands interact with their audiences. With predictions of a significant decline in traditional organic search over the next few years, forward-thinking marketers are already exploring new channels for traffic and brand visibility.

Are you ready for what's next?

Our "Digital Marketing Essentials 2025" course is designed to bring experienced Kiwi marketers up-to-speed with the knowledge and skills required to stay relevant in an ever-changing digital landscape. As digital technologies and customer expectations evolve at a rapid pace, the need to adapt has become crucial.

This course, constantly updated, covers what you need to know to compete effectively in digital marketing in 2025.

In case you needed reminding, Digital Marketing is now by far the dominant marketing medium in NZ, and represents 62.8% of the total advertising dollars spent in New Zealand annually.

Through this course, you will deepen your expertise in essential digital marketing areas, from harnessing AI-powered tools to mastering privacy-first targeting strategies. You’ll leave equipped not only to keep pace but to leverage change as a competitive advantage.

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Who Should Take This Course?

This course is specifically crafted for New Zealand marketing professionals who already understand the importance of a digital-first approach but are keenly aware of the challenges of keeping up with emerging trends, technologies, and regulatory shifts.

Course Objectives:

Master the latest digital marketing technologies and methodologies
Develop AI-integrated marketing strategies that drive results
Navigate privacy regulations while maintaining marketing effectiveness
Build scalable, future-proof marketing frameworks
Create data-driven, personalized customer experiences

Course Outline

Here's what the course covers:

Module 1: The Transformed Digital Marketing Landscape

Forget everything you thought you knew about the digital landscape. The shift to AI-driven search, the rise of zero-click interactions, and the complete overhaul of consumer expectations have fundamentally reshaped the playing field. This module is your essential orientation to this new reality. We’ll explore the key trends, including the dominance of AI Overviews, the rise of AI agents, and the evolving privacy landscape, providing a crucial foundation for navigating the complexities of 2025 and beyond. This module is essential for understanding the context for all subsequent learning.

Topics include:

The constant evolution of digital marketing
Key trends and predictions for 2025 and beyond
Setting marketing goals and objectives in the digital age
Integration of AI across marketing functions
New consumer behaviour patterns and expectations
Privacy-First Targeting: How to balance personalisation with increased privacy regulations (NZ Privacy Act, GDPR, CCPA, etc.) and cookieless tracking.
Building trust with data-driven marketing

Module 2: AI-Powered Marketing Strategy

Stop guessing and start predicting. In 2025, AI isn't just a tool; it's the engine driving effective marketing strategy. This module dives deep into how AI is transforming market research, customer journey mapping, budget allocation, and ROI forecasting. Learn to leverage predictive analytics to anticipate customer needs, automate complex processes, and make data-driven decisions that maximize impact. Crucially, we also explore the ethical considerations and risk management strategies essential for responsible AI implementation.

In this lesson, we cover:

Mapping Complex Customer Journeys: Tools and methodologies for mapping multi-touch, cross-platform customer journeys.
Market research and competitor analysis
Predictive analytics for campaign planning
Automated customer journey mapping
AI-driven budget allocation and ROI forecasting
Ethical considerations in AI marketing
Risk Management in Digital Marketing: Identifying and mitigating risks related to data breaches, brand reputation, and compliance.

Module 3: Next-Generation Content Marketing

Content is still king, but the kingdom has been revolutionized. AI-powered content creation and optimization tools have exploded onto the scene, enabling marketers to produce high-quality, personalized content at unprecedented scale. This module explores the latest advancements in generative AI for text, visual, and audio content, focusing on multimodal strategies, content repurposing, and optimizing content for an AI-driven world. Learn how to leverage AI to not just create content, but to understand what content will resonate most effectively with your target audience.

This module covers:

AI content creation and optimization tools
Multimodal content strategy (text, voice, video)
Generative AI for visual content
Video marketing optimization
Podcast and audio content strategy
Content repurposing

Module 4: Advanced Search Marketing

SEO is dead. Long live AEO. With the rise of AI Overviews and the shift to answer-based search, traditional SEO tactics are no longer sufficient. This module provides a deep dive into Answer Engine Optimization (AEO), exploring how to optimize content for AI algorithms, leverage semantic search and structured data, master voice and visual search, and navigate the evolving E-E-A-T principles. This is crucial for maintaining visibility in the age of AI-first search.

We cover:

E-E-A-T principles evolution
AI-enhanced SEO strategies (AEO)
AI-first search engine algorithms
AI-driven keyword research and optimization
Voice search optimization
Visual search optimization
Mobile-first indexing advanced techniques
Core Web Vitals mastery
Semantic Search and Structured Data: Using schema markup and optimising for user intent to improve visibility
Local SEO in an AI-first world

Module 5: Social Media Evolution

Prepare for a social media landscape saturated with AI-generated content. This module equips you with the strategies to cut through the noise and effectively engage your audience. We'll explore emerging platforms and formats, AI-powered content creation and distribution, social listening and trend analysis, social commerce, and influencer marketing in this new context. Learn how to leverage AI for community management and stay ahead of the curve in this rapidly evolving space.

Participants will learn about:

New Platforms and Formats: Keeping up with emerging social channels
Social media content creation using AI
Effective, automated content distribution strategies at scale
AI-powered social listening and trend analysis
Social commerce and shoppable content
Automated community management
Influencer marketing strategies

Module 6: Video Marketing

Video is no longer just a trend; it's a fundamental marketing necessity. And in 2025, AI is transforming how videos are created, optimized, and distributed. This module explores the latest advancements in AI-powered video generation, voiceovers, music creation, and platform-specific optimization techniques. Learn how to create engaging video content that resonates with your target audience and maximizes ROI across all major platforms.

This module explores:

Creating engaging video content for different social platforms (YouTube, TikTok, Instagram Reels, Facebook, LinkedIn, X)
Using AI to generate videos, provide voices and even create music
Best practices for video conversion, distribution and repurposing, in square, portrait and landscape formats
How to get noticed on each platform
Optimizing videos for search
Measuring video performance and ROI

Module 7: Paid Advertising & AI

Maximize your ad spend with the power of AI. This module provides an in-depth look at how AI is revolutionizing paid advertising. Learn to leverage AI-powered targeting, retargeting, and ad creation tools to maximize campaign performance on platforms like Google Ads and Meta Ads. We'll also explore programmatic advertising, ad exchanges, and how to effectively utilize the Google and Meta ad libraries in this new era.

Topics include:

AI-powered ad targeting and retargeting
AI ad creation tools
Mastering Google Ads
Effective Meta Ads strategies
The Google and Meta ad libraries and how to use them to learn and steal from your competitors
Programmatic advertising and ad exchanges

Module 8: Email Marketing & Automation

Email is far from dead; it's been strengthened and reborn through automation. This module explores how advancements in AI-powered automation are enabling marketers to create highly personalized and relevant email experiences. Learn advanced techniques for dynamic content, personalization, automation, and deliverability best practices to maximize the effectiveness of your email campaigns.

This module covers:

Advanced email marketing techniques (dynamic content, personalization, automation)
Email deliverability best practices
Measuring email campaign performance

Module 9: Measurement & Attribution

Stop relying on guesswork and embrace data-driven insights. This module dives into the latest advancements in AI-driven attribution modeling, marketing mix modeling, and ROI forecasting. Learn how to leverage first-party data strategies and privacy-compliant tracking methods to accurately measure the impact of your marketing efforts and optimize your campaigns for maximum ROI.

This module delves into:

AI-driven attribution modeling
Understanding marketing mix modeling
ROI forecasting and optimization
First-party data strategies
Privacy-compliant tracking methods

Module 10: Future-Proofing Your Marketing

The only constant is change. This final module equips you with the strategies and mindset necessary to navigate the ever-evolving digital landscape. Learn how to evaluate and select AI marketing tools, integrate marketing technologies, build scalable marketing infrastructure, and prioritize security and compliance. Most importantly, you'll develop continuous learning strategies to stay ahead of the curve and maintain a competitive edge in the years to come.

This final module focuses on:

Techniques for developing compelling brand stories that resonate across platforms and touchpoints
Evaluating and selecting AI marketing tools
Integration of marketing technologies
Building scalable marketing infrastructure
Security and compliance considerations
Continuous learning strategies

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TIMING

The NZ Digital Marketing Essentials 2025 Course begins on Monday 27 January, 2025.

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INVESTMENT

This ten-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 Monday 20 January, 2025.

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 pay by debit or credit card through PayPal by clicking here:

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@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 Digital Marketing Essentials 2025 online training course.

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

FAQ

How does the course work?

Every lesson includes Action Steps so that you can start implementing what you’ve just learned, along with Quick Wins so that you can apply your newfound knowledge immediately.

Is the course live?

No, everything is online, conducted on a web-based e-learning software platform. Once a lesson is released, you can access it whenever you wish, anytime 24/7, in accordance with your own timetable). You proceed at your own pace, accessing materials online.

What's the course format?

This particular online training course provides content in a variety of multimedia forms, including text, images, videos, slideshows, presentations and PDF files. No special software is required to participate, you access it through a web browser (eg Chrome, Firefox, Edge, Safari).

How often are lessons released?

Course lessons will be provided weekly, on Mondays, over ten weeks. We release content on a weekly schedule because we review (and where necessary update) the contents of each lesson just before release, to ensure that the material is as up-to-date as possible — digital marketing is constantly changing, so we aim to ensure that the lessons reflect the latest developments.

How long will each lesson take?

We typically recommend you allow 1-2 hours per lesson.

What happens if I need help?

Interaction with the course tutor is enabled via email (with telephone backup if required).

What are people saying about these courses?

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

COURSE CREATION AND TUTORING

This course has been created and is tutored by Michael Carney.