SocialMedia.org.nz - Social Media Training Courses
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keywords: description:Social Media Training CoursesThats consistent with our own research, which found that attracting more customers is one of the biggest challenges for NZ Ecommerce businesses.
Thats why weve launched a new training course all about Ecommerce Marketing.
Demand for online shopping has really ramped up following Covid-19, but that doesn’t necessarily make it any easier to attract buyers for your products.There are more buyers, but also many more sellers — over 21.000 new NZ ecommerce stores since the beginning of 2020, according to records compiled by the NZ Ecommerce Association.
According to research by NZ Post, 305,000 adult New Zealanders shopped online for the first time during 2020. Thats a healthy dose of new prospects for your products but you still need to market to them if you want to attract them to your store.
And marketing to consumers is more challenging than ever.These days, consumers search for products across a variety of media (not just Google Search). They are also searching on Facebook, YouTube, Amazon, Trade Me, TheMarket and a zillion other places. They ask for recommendations on YouTube, Instagram, WhatsApp, Facebook, Snapchat and other social outlets. They read reviews and ask their friends and whanau for validation before clicking “add to cart”.
The good news is that the New Zealand economy has stood up surprisingly well so far and consumers are still spending online at record levels.
However, in tougher times like these, many consumers take longer to decide on purchases and need more information to ensure that they are spending wisely. Oh, and wherever possible they’re looking for deals and discounts — or, at least, great value.
So how do you attract more customers?Our online course, ECOMMERCE MARKETING, tells you what you need to know in a ten-part programme that steps you through the principles and practices of marketing your New Zealand ecommerce store.
The course has been created for Netmarketing Courses by Michael Carney, longtime marketer and author of the top-selling book “Trade Me Success Secrets” (now in its Second Edition) which tells how to sell effectively on this country’s largest and most successful eCommerce platform. Michael is also the creator of a number of other online courses (including several Social Media Marketing courses) and consults on many digital business initiatives.
This is an online course, conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, anytime 24/7, accessing materials online.
This particular online training course provides content in a variety of multimedia forms, including videos, slideshows and PDF files. No special software is required to participate: you simply access the course through a web browser, on desktop or mobile devices.
Course lessons will be provided in ten parts, for participants to access in accordance with their own timetables.
WHO SHOULD TAKE THIS COURSEAny Ecommerce Store operator who wants to attract more customers and close more sales.
CUSTOMER FEEDBACKHere’s what some of our students have said about our Mastering eCommerce course:
Really informative course, definitely helping us whilst we start out on our first ecomm project in NZ — Rob. TThanks for another great course. I found it insightful, in-depth and I know our web presence and web sales will improve because of it. — Bruce H.I have somehow managed to develop over 80 pages of my own notes to complement the course ones. I look forward to participating in another in the near future. — Mark JCOURSE CONTENTCourse Content for ECOMMERCE MARKETING includes:
IntroductionWe start by examining todays ecommerce environment.
With the coronavirus-induced lockdown in March 2020, suddenly far more Kiwis discovered the joys of shopping online. During Level Four, when we could only purchase essential products, online shopping demand went through the roof.
As time moved on, we saw that many consumers switched their buying intentions back to bricks and mortar shopping but online shopping remained at higher levels than in previous years, with purchases from domestic shopping websites up 34% versus June 2019:
Source: Marketview
That trend has continued, throughout 2020 and 2021.
But Kiwi businesses are facing more online competition than ever.Today, we find ourselves facing competition from more and more online stores and from traditional bricks mortar stores as well.
So how are YOU expecting to attract more customers in this environment?
Lesson One: Create Sizzling Product ListingsThe first step in attracting more customers begins with your website.
It would be tempting to think that all you have to do is toss your products onto a website, with a few attractive images and a brief description, and your job is done.
Alas, the reality is otherwise. In this lesson, we discuss the fact that to serve up your product listings to potential customers, Google needs words that match the keywords and keyword phrases for which people are searching. Thats your first priority.
Those words also need to be compelling to humans, because if you cant convince them that your product will meet their needs then youve just wasted the time and effort you put into attracting them to your product listing page.
But wait, theres more. You also need gorgeous photographs that show off all the features and benefits of your products, because when customers cant inspect your goods in person, they need to be able to properly check them out online.
Oh, and if there is any complexity about your product and how to use it, a video showing off its various attributes has really become a must-have in todays environment.
In Lesson One, we also talk about:
the vital importance of the headlinewhat matters most to consumers when deciding whether or not to buy your productwhat makes a great product imagethe five big questions that should shape your offer11 types of irresistible offers that you should considerLesson Two: Understand Your CustomersNo matter what youre selling, the key to your success is understanding your prospective customer. If you dont understand what makes them tick, what their needs are and what they want, how can you serve them effectively?
In this lesson, we discuss ten things you need to know about your customers, including:
Who they are (age range, gender, location)What they do (their interests and their online behaviours)Why they buyWhen they buyHow they buyHow much money consumers have (especially post-Covid)What makes consumers feel good about buyingWhat they expect of youWhat they think about youWhat they think about your competitorsLesson Three: Master Google Organic SearchWe made the point in Lesson One that search engines need useful text descriptions so that they can understand your website. Turns out that there’s quite a science to being found online (and an industry has grown up around the challenges of what’s now known as Search Engine Optimisation, SEO). In essence, if you want your prospects to find your web pages, those pages need to contain content that prospects are looking for.
Not only that, but each page also needs to be structured effectively to take advantage of the (current) requirements of Google and its AI-powered algorithms.
In this lesson, well be exploring the key functionality of Google Search, along with advanced capabilities of which you should attempt to take advantage, including:
what BERT when it comes to organic search resultswhy and how zero-click searches can be both deadly problems and great opportunitieshow Voice Search is transforming the ways in which consumers gather information, and how that in turn requires a whole new approach to keyword optimisationwhat you need to know about Topic Clusters, to ensure your priority placement in search engine resultsthe opportunities (and problems) inherent in Featured Snippetshow keyword search is giving way to User Intent as the most meaningful search signalthe dramatic growth in Natural Language Searchthe increasing importance of structured data as Google uses AI more and more to handle search resultswhy E-A-T (Expertise, Authority, Trustworthiness) is now an essential content metricthe convergence of SEO and Contentwhy speed is now vital to your search successhow Location, Location, Location is now a search engine mantra as wellLesson Four: Optimise Paid SearchNot every page can be Number One on Google. So if you want to hit the top of the search engine rankings (especially for the most popular search phrases), sometimes you have to pay. In this lesson, we talk in detail about Google Ads and other Pay Per Click advertising tools.
We discuss long-tail keywords and share tools to help you understand exactly how to compile lists of keywords and keyword phrases for your advertising.
And well also be exploring these key topics and strategies:
Use SKAGs (Single Keyword Ad Groups) for your ad campaignsUse extensions for more dominanceAlways Be Testing: test your ad copy 24/7Go beyond Google Ads (check out Bing, etc.)Create dedicated campaigns for voice searchesShould you really focus on being #1?Measure. Measure. Measure.Lesson Five: Leverage Google ShoppingIt has long been essential to be well represented on Google Search, using appropriate keywords on your webpages.
More recently, however, Google has introduced its own Google Shopping facility. If consumers search for a particular product by name, advertisers can pay to offer their products directly on the Google search results page.
According to Search Engine Land, Shopping ads account for roughly 75% of clicks from non-branded product searches. All queries considered—branded and non-branded—Shopping ads drive around 52% of ecommerce advertisers’ clicks. Elsewhere, Smart Insights reports that American ecommerce vendors who advertise on Google drive 85% of their paid clicks from Shopping ads.
In this lesson, we explore:
How Google Shopping worksSetting campaign prioritiesTracking conversions from Google Shopping campaignsUsing negative keywordsEnsuring that your product listings meet Googles data feed quality standardsLesson Six: Master Social Media AdvertisingYou probably already have a business page on Facebook and perhaps even an account on Instagram. If your audience is predominantly female, you may well be using Pinterest to showcase your products. Maybe youre even dabbling with the hottest social medium of the year (at least for teenagers), TikTok.
But if youre not paying to advertise on your preferred social medium, you really wont be getting much traction. The social networks are commercial enterprises and advertising is how they make money. So theyve dialled back dramatically on the amount of content they will share with your followers.
Want to reach the people whove liked your page? Mostly, youll have to pay.
In this lesson we introduce you to the principles and practices of social media advertising, and take you on a tour through Facebook Ads Manager (which is the tool that some six million advertisers use to advertise on both Facebook and Instagram). We also discuss:
why you shouldn’t just boost your posts and expect to get effective resultsthe key differences between Google Adwords and Facebook Ads and why they matter to youthe limitations faced by New Zealand advertisers compared with our foreign counterpartshow (if you’re not careful) you can end up competing with yourself and drive up your social advertising costsan analysis of the New Zealand Facebook Instagram marketplaceswhy mobile is so important (and why that matters to you)Lesson Seven: Just Add Video
Online Video is a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. This lesson introduces you to the basic principles and explores some of the available tools.
Not all videos are created equal, however, and we look at the demand for Vertical Videos (thanks, Instagram), Square Videos (preferred by the social networks), Outstream Videos and other permutations and combinations now on offer.
Along the way, we’ll discuss:
the implications of the new reality that videos are replacing photos as the primary way we create and share memorieshow AI and the use of closed captions are making video content more searchablevideos are getting shorter (because consumers are quick to skip)videos are getting longer (as more longform entertainment content is made available online, especially via Facebook Watch and IGTV)Lesson Eight: Involve Influencers InfluentialsIf you are new to the world of ecommerce, and dont already have a substantial following, then you might consider reaching out to influencers and influentials to help you connect with prospective customers.
We have deliberately differentiated between the labels influencer and influential, largely as a result of the arrival of Internet-based influencers, whose voices can be heard across social media platforms such as Instagram and YouTube.
By our definition, those are influencers whilst the more traditional influentials tend to be found amongst the likes of journalists, neighbourhood leaders, industry analysts, business networkers and academics.
Both influencers and influentials could potentially have a place in your marketing, depending upon your product category and/or the types of consumers to whom your products appeal.
Why involve influencers or influentials? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.
In this lesson, we consider the importance of Influencer Marketing — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.
Lesson Nine: Maximise Email OpportunitiesIn Lesson Nine, we turn our attention to that perennial marketing mechanism for online retailers, email.
As HubSpot notes:
Despite the amazing advancements in social media and on-site user interface design for communicating with customers, email is still one of the best tactics eCommerce marketing professionals can use to leverage prospects and past customers to increase eCommerce sales.
Email is popular because it still works. According to the US Direct Marketing Association’s Power of Direct economic impact study, email marketing is currently the top performing marketing channel in terms of return on investment (ROI), with a projected return of US$39.40 for every dollar spent.
In this lesson, we:
explore the sixteen key elements of an effective email programme for eCommerce operatorsdiscuss key legislation that impacts on the use of email (including the Unsolicited Electronic Messages Act and the new 2020 Privacy Act)ponder the power of personalisationconsider marketing automation as a viable toolLesson Ten: Accelerate Through RemarketingRemarketing is one of the most powerful tools in the ecommerce operators arsenal.
So what exactly is Remarketing? Heres how Webopedia defines the term:
Remarketing refers to the techniques, strategies and often the automated email systems used by marketers and online merchants to follow up with Web site visitors who do not make a desired action on the Web site—usually when they abandon their shopping cart.
Think of it like this: you market to bring a visitor to your website, and if he or she doesnt make a purchase, you then use remarketing tactics to bring the visitor back to your website and convert him or her in to a paying customer.
In this lesson, we talk about:
the power of remarketingremarketing through emailremarketing through Facebookremarketing through Googlebest practices to maximise profit and improve conversion ratesConclusionWe review what weve covered and suggest strategies to implement relevant learnings.
TIMINGThis course begins on Thursday 25 November, 2021INVESTMENTThis ten-part eCourse is available for $697+GST. However we offer a $100 Early Bird Discount for bookings received and payment made by midnight on Thursday 18 November, 2021.Pay only $597+GST ($686.55 including 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 pay by credit card through PayPal by clicking here: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclickhosted_button_id=YRWW2HFLMEDHQIf you would prefer to pay by bank deposit, or require an invoice before making payment, please send an email to [emailprotected] with details of your request.
(The service provider will be shown as Netmarketing Courses in your transaction and on your credit card statement).
WHAT HAPPENS NEXT?Your booking will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email [emailprotected] .
On the first day of the course you will be supplied by email with login details and Course Notes for Lesson One.
All organisations should have goals for social media. Too many businesses just randomly post to Facebook or Instagram, aware that they should be doing something but with no clear intentions and no big picture thinking. Thats a recipe for disaster (or at least irrelevance).
To help you get clarity on what sort of objectives you could set for social media, here are seven of the most popular goals that organisations choose for their social media activities.
1 Engage With Your FollowersOne of the sometimes-overlooked aspects of social media is that it provides an opportunity to create a community between your business and its followers and fans. When people choose to like your Facebook business page or Instagram account, in many cases theyre expressing a vote of confidence and support for your organisation, not just hoping to get discounts and special offers.
Return the love. Interact with people, post relevant content, share personal stories, and grow followers. The more engagement you have with your followers, the more that they will feel that they are participating and believe they are a part of something bigger.
There are many different ways that you can use your social media platforms to truly engage with your followers. You can post photos of your most recent product launch or you can write reviews of products that you have tried out recently. The point is just to show people what you are about and form connections with them.
For some businesses, this might be showing behind the scenes information and for others, it might be providing promotional offers or discounts on their products. (But remember, your relationships with your followers are longer-lasting than the quick deals you might offer).
2 Improve Customer ServiceSocial media has evolved into one of the most popular methods for customer service. In the past, customers would have to call up customer service and wait on hold for a long time. Nowadays, social media is a great way to get in touch with your customers and solve their problems.
Social media platforms provide a platform for companies and customers to communicate on a more personal level. Such platforms make it easier for companies to hear about what their customers need and prioritize those needs accordingly.
Customers love companies’ social media pages because they can comment back and forth with the company about their problems in a relaxed environment. Social Media is not just a tool for customer service, but it can also be used to improve your brand image through interactions with customers.
Many organisations have shifted from responding on email or phone calls to responding through social media posts. These posts serve as the first line of customer support for these organisations, where they can quickly address issues that may arise before they escalate into full-blown crises and lead to more severe consequences than just a few lost sales or irate consumers.
This practice has helped many companies grow their customer base exponentially by making loyal customers out of previously dissatisfied ones.
3 Increase RevenueIn the early days of Facebook, before the company went public, there was a direct correlation between the number of followers your page had and the number of people who were exposed to your posts. A typical post might be seen by 50% or 60% of your pages followers.
Yeah, nah. These days, your (unpaid) posts will typically be seen by only 1% or 2% of your followers.
In other words, the matter how wonderful your posts might be, very few people see them unless you pay to boost those posts. So if your goal is to increase revenue through your social media posts, you need to factor in what it will cost to advertise those posts. You will find that paying money tends to concentrate your focus, ensuring that you only promote the posts that are most likely to achieve your goals (whether revenue seeking or otherwise).
4 Generate LeadsWhen it comes to generating leads, social media is a great place to start. However, the goals for generating leads on social media can vary from business to business.
For some businesses, the goal is to generate leads and get them to take an action like purchasing a product or service or signing up for a newsletter. For others, the goal may be more focused on customer acquisition and retention by driving traffic and getting customers engaged with their content.
There are many different ways that you could generate leads with your social media accounts including sponsored posts, lead ads, lead generation contests, advertising in third party groups or pages in your industry niche, posting content with links back to your site/pages with calls-to-action at the end of each post, etc.
5 Increase Brand AwarenessIncreasing brand awareness is a nice, soft marketing goal. When all else fails, we can claim that our social media activities increased awareness of our brand.
If you really DO want to increase brand awareness, perhaps because you are launching a new product or you have a high profile initiative that needs to be exposed to a great many people, then you might use social media (because of the millions of Kiwis who use the social platforms) but you need to go out of your way to focus on Big Bang events, those that would gain attention in any medium.
If you want people to talk about your brand then your activities need to be worth talking about.
6 Drive traffic to your websiteThree out of five marketers use social media to market their content and drive traffic to their website.
Why would people consider leaving Facebook (or Instagram or TikTok or another social medium) and heading off to your website?
Only if there is something valuable and worth their while at the end of the rainbow.
Really focus on developing that item of value. Only if its truly worthwhile should you expect to receive traffic in return.
7 Manage your brand reputationSocial media has become an integral part of marketing and branding. It is a place where your company’s reputation and visibility lives 24/7 and its also where customers and prospects spend their time. The use of social media for managing brand reputation is that it makes the process much more efficient.
Your brand reputation is crucial. You need to make sure people are saying good things about your company, not bad. The best way to do this is by listening monitoring relevant conversations on social media platforms and analyzing what people are saying about your business, industry or brand.
If youd like to know more about how to use social media to achieve your goals, check out our range of courses:
This is a thirteen-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.
For more details of the Social Media Marketing online course, please click here.
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We also have a combined course that will help you master both of New Zealand’s most powerful social media:
By far the most powerful social media channels for NZ marketers these days are Facebook and Instagram.That’s where the audiences are, and that’s where YOU need to be.
Through Facebook you can reach an estimated 3.1 million Kiwis 13+Through Instagram you can reach an estimated 1.95 million Kiwis 13+Of course, there’s rather more to Facebook and Instagram marketing than making a few posts or taking a few pretty pictures and hoping to reach large numbers of your target audience.
Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.
That’s where we can help.
We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.
This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2021.
Check out the details of our Mastering Facebook and Instagram Marketing online training course by clicking here.—
If you want to focus just on Paid Advertising on Instagram and Facebook — a wise idea, given that both networks are restricting organic (unpaid) reach — we have a ten-part course covering exactly that:What can you do to improve your Facebook Instagram Advertising activities?Learn what works, and what doesn’t, through our online training course.
In this ten-part online training course, we will take you step-by-step through what you need to know to understand and master advertising on Facebook Instagram.
For full online training course details, click here:Mastering Advertising on Facebook Instagram
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Facebook Accelerator ProgrammeThe Complete Facebook Marketing CourseSo you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.
For more details of the Facebook Accelerator online training course, please click here.
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Mastering Facebook AdvertisingFor those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training course which will take you from absolute beginner on Facebook to highly effective Facebook communicator.
For more details of the Complete Facebook Marketing programme, please click here.
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This is a nine-part online training course providing a comprehensive introduction to paid Facebook Advertising.
For more details of the Mastering Facebook Ads online training course, please click here.
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Instagram Marketing courseIf your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.
You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.—
How to Prepare an Effective Social Media BriefEven if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This online training course is designed to provide you with the insights necessary to prepare an effective brief.
For more details of the How to Prepare an Effective Social Media Brief programme, please click here.
Our latest NZ Marketing Insights Trends Presentation (2021/22) focusses in on some of the hottest and most important NZ marketing topics and trends for the second half of 2021 and into 2022.
This comprehensive slide presentation is available for you to present to your clients and colleagues as a preview of what marketing trends to expect in the rest of 2021 and 2022.
This presentation looks ahead at what marketers should expect and plan for in the year ahead — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Marketing Insights as we accelerate through 2021. All presentations are unbranded, so you can add your own branding and comments.
Each presentation consists of at least 150 slides, dealing with as many key insights.
Prepare for 2022 with a comprehensive presentation to your team or your clientsOur NZ MARKETING INSIGHTS TRENDS FOR 2021/22 presentation and slide deck will be published in September and you have until 5pm FRIDAY (August 6) to order before we close off orders for good (see details below).
Some of the key topics featured include:
As we proceed towards 2022, New Zealand finds itself in better economic shape than expected (excluding, of course, industries directly affected by the border closures). Some sectors are frantic, others not so much.
In the introductory section of the report, we consider general business trends and how they might impact on you and your clients.
How and when will we re-engage with the world? Australia has announced its plan. When will we follow suit? What are the implications for Kiwi businesses?
Then we turn our attention to the Kiwi consumer.
The world has been through a lot over the last 18 months, but Kiwis are in better shape than many. So how are we doing?
Pride in the Team of 5 MillionNew Zealands success in the battle against Covid-19 put an undeniable spring in our step. We have all been justifiably proud of our countrys achievement in eliminating the virus, each doing our own little bit complying with authority, wearing masks, scanning barcodes and staying home.
As this Instagram post (below) noted, on the day we came out of Level 4 lockdown: “I’m very proud at what our team of 5 million strong here in New Zealand has managed to achieve in the last 4 + weeks to try stamping out Covid-19. At midnight, we move down to alert level 3 and slowly but steadily work together and make our way to recovery.”
Another social media contributor suggested at the time that Kiwis were exhibiting surprising outbreaks of old-fashioned virtues as a result of our shared experience: “It seems it has become even more important for each one of us daily, in our own struggling bubbles and swirling storms, to cling to the ‘old-fashioned’ virtues of kindness, compassion, goodness and self-control, and to scatter them about us with reckless abundance.”
We examine the implications of that surge of national pride (understated in the usual Kiwi manner) and whats happened to our underlying behaviour.
Vaccination ConsiderationsNew Zealands ability to reopen its borders is partially dependent upon its vaccination program. We examine Canadian research which considers the factors driving vaccination hesitancy, including mistrust of institutions, concerns around vaccine safety and demographic divides.
TrustTrustworthiness has never been as evident as it has been since the arrival of the virus on our shores. With so much dependent upon the effectiveness of those in control of our pandemic defences, we have all been carefully scrutinising both what our leaders have been telling us and what has been delivered. In 2020, that evaluation culminated in a ringing endorsement at the ballot box, as New Zealanders celebrated those who had kept us safe.
Its a valuable reminder that were judging our political masters but Kiwis are also judging brands and will penalise those who fall short.
Brands Behaving BadlyWeve seen some interesting reactions over the past 18 months, as consumers respond to brands behaviour during the pandemic. Research tells us that more than 25% of those who perceive that brands were acting in their own self-interest walked away from those brands as a result. Conversely, almost four out of five people could cite a time that a brand responded positively to the pandemic and gained support accordingly.
So what can you do? In this part of the report, we look at what consumers want from brands and help you to evaluate (and if necessary change) your behaviour.
Taste TrendsPandemic or not, we all still gotta eat. We catch up on research that identifies key local and global taste trends, including a few perennials like nostalgia and seasonality along with healthier options to which many consumers are attracted.
Cooking at HomeOne activity that enjoyed a meteoric rise during lockdown was home cooking. Social media demonstrations of banana bread and sourdough helped to drive flour shortages across the country (and around the world) while preprepared meal kit providers such as My Food Bag were inundated with orders.
Home cooking is no longer a quarantine-mandated necessity but it has found new favour amongst many of those who had previously opted for convenience-based solutions (i.e. fast foods and restaurant meals).
FlexitarianismDespite our status as global provider of beef and lamb, were well past our stereotypical consumption of meat and two veges for every dinner. In recent years more and more Kiwis have opted for plant-based alternative foods, more for personal health concerns than for animal welfare considerations.
Even dairy giant Fonterra is seriously considering getting into plant-based milks. What is the world coming to?
Still, were not allergic to the occasional meat dish we consider ourselves flexitarians (if we can stop cringing at the neologism). Were just looking for healthier lifestyles, where we can.
SustainabilityAccording to FMCG Business, Millennials and Gen Z are driving the move to sustainable practices with over 80% of all shoppers changing their purchase preferences based on the social responsibility, inclusiveness, or environmental impact shown by a brand. We explore the latest thinking in the category.
Ecommerce received a massive boost during the lockdown, particularly under Level Four when online sales of groceries and other essential goods showed dramatic gains (collectively up more than 80% year-on-year).
As time moved on, and New Zealand went to Level One, we saw that many consumers switched their buying intentions back to bricks and mortar shopping but online shopping remained at high levels, with purchases from domestic shopping websites up 34% in June 2020 versus June 2019.
According to NZ Post ecommerce data, there was also a 62 per cent increase in shoppers over 60 years old. More than 170,000 adult New Zealanders shopped online for the first time during the first six months of 2020.
Professor Jonathan Elms, from Massey University, said Covid-19 had caused a seismic shift in the retail sector.
“We are seeing more and more consumers shopping online for a variety of things, things that they never thought they would shop for ever before,” Elms said.
Online trading had consequences for what customers expected from stores, including around safety, physical distancing and contactless payment.
”Covid has pushed retailers to do business differently. We are in a situation where we are probably six years ahead of where we would have been without Covid. Retailers have had to think about the interaction between their stores and online presence.”
In this section of the report, we explore the implications of expanded ecommerce for Kiwi businesses.
We also cover:
how NZ freight logistics systems coped (and what needs to be improved)the forced move to Click Collect and the implications for the futureoffshore moves to live selling online and how we might leverage such opportunities down our waythe flood of new ecommerce stores (more than a million around the world) and the implications for Kiwi businessesWork from home went from a nice idea to enforced reality in a matter of a few days as New Zealand went into lockdown, and we surprised ourselves with how quickly we managed to adjust to this revised reality.
Telecommunications systems peaked, but stood up, bearing a load that would have been inconceivable just a few short years ago. The widespread rollout of ultrafast fibre had come just in time to enable us all to work remotely, distance learn, zoomify our meetings and stream endless hours of Netflix, Lightbox/Neon, Apple TV+, Amazon Prime and Disney+.
Work from home, or WFH (to give it its rapidly adopted acronym), has continued past lockdown and some businesses are even shutting down their fancy premises, opting instead to continue remote working into the post-pandemic future.
More than 70 per cent of US companies are likely to continue the work-from-home policy for a percentage of their total staff for the next six months to maintain social distancing and for business continuity, according to a survey by Knight Frank.
We explore the new trend towards WFH and ask:
What are the challenges in interacting with customers when your teams are working remotely?What security issues might arise, and are your privacy policies sufficiently robust, to cover data that might be stored in the cloud and accessed remotely?Many home offices arent actually up to the rigour of continuous WFH, especially when employees have to share the space with young families. If your people are working from home, are you assisting them with their surroundings?What are the implications for clothing providers in an environment where office attire is surely only needed for zoom conferences (and then only for those parts of the body that are within camera range)?How can you encourage the company culture when everyone is working from home?When the country is not specifically in lockdown, but your people are still working from home, how can you foster in-person meetings on a regular basis?How do you manage, monitor and measure your remote workers?Influencers had a rough time of it in 2020, their revenue eviscerated by the pandemic. All mass media saw their income erode as a result of Covid-19, but most had sufficiently deep pockets that they could (with or without governmental assistance) weather the storm.
Not so the humble influencers, many of whose income was solely dependent on sponsors. As the money fell away, the influencers faced the same dilemma as other media: keep posting (for free) to keep their followers entertained and engaged, or pause until the tap was turned on again.
In the meantime, consumers turned en masse to the latest social media phenomenon, TikTok, leaving behind many influencers whose natural habitat was Instagram or YouTube.
In this section of the presentation, we look at what Influencers are up to now and what theyre likely to do in 2022, pandemic or not.
As people’s needs and circumstances shifted dramatically due to the pandemic, Econsultancy tells us that consumers have been seeking out things they might never have searched for before – like home fitness equipment, hairdressing tools or DIY materials – and are also looking for new ways to accomplish things like banking, shopping, or remote working. At the heart of it all has been search.
As a result of this, search data has served as a kind of barometer for the changes in people’s daily lives – from spikes in searches for virus symptoms and treatments to queries about online grocery shopping, hand gel, and things to do in lockdown.
It is a goldmine of information for marketers who know how to tap into it.
In this section of the report, we look at the new focus of searchers and how you can best take advantage.
We also look at some of the key trends that have been evident in search marketing across the year despite the pandemic, including:
Position zero, also known as the featured snippet at the top of a Google results page, represents the first search result that appear for a particular query. Are you the best answer to someones question?Your search results will benefit if you dig deep and analyse the keywords in which your prospects are actually interested. So how do you do that? We share some actionable tips.And video continues to make a huge impact on search rankings.Video continues to be white-hot, especially with so many more people streaming at home and through their mobile devices.
As a result, more and more marketers added online video to their list of must-have tools and techniques for 2021. Not all videos are created equal, however, and we look at the demand for Vertical Videos (thanks, Instagram TikTok), Square Videos (preferred by the social networks), Outstream Videos and other permutations and combinations now on offer.
We also check out Instagrams Tiktok clone, Reels, and YouTubes Tiktok equivalent, Shorts.
And of course we talk about the growth of live video meeting software such as Zoom, Microsoft Teams, Google Meet and all the rest and the implications for marketers as broadcast standards tumble in favour of the raw immediacy of live conversations.
Automation has given marketers an ever-increasing ability to personalise content on-the-fly, tailoring messages to both customers and prospects. As it turns out, consumers have noticed, they like it and they expect more and more messages to be customised just for them. In fact, research indicates that many consumers say that they are likely to ignore or abandon uncustomised messages in favour of more personal communications. But marketers struggle to find enough data to make meaningful customisation of their messages.
We look at the specific marketing automation trends and opportunities in 2021/22, including real-time personalisation of videos and other multimedia offerings.
The new NZ Privacy Act 2020 is now in effect. We tell you what you need to know to be in compliance with its new requirements.
We also revisit the European General Data Protection Regulation (GDPR), which came into effect in mid-2018, and have cast a long shadow around the world.
Many governments (including our own) are actively considering reshaping their own legislation to mimic the European requirements and major data users such as Facebook and Google have evolved their own rules and regulations to ensure that they are compliant with GDPR. We examine the continuing implications for marketers in 2021.
Driven in part by consumers migration to mobile devices (and the consequent implications for smaller file sizes and download speeds) and by the usual evolution of creative expression, were seeing a number of new trends in website and app design that will have a major influence in 2021/22.
Video and animation are becoming the design elements of choice, even with data size restrictions. We review whats hot and whats not for the year ahead.
Augmented Reality and Virtual Reality are both staking a claim on consumer attention for the near future. So far,theres one clear frontrunner: Augmented Reality only requires a mobile phone and the appropriate software, while VR still needs goggles and/or other accessories. Dont expect that situation to change much in 2021 but keep an eye on the future as other technological developments speed the evolution.
We look at what you need to know about Artificial Intelligence, its uses and its possibilities in marketing.
In particular, you need to know:
how Artificial Intelligence is currently being used in marketingArtificial Intelligence Tools that are available for you to use to improve your marketing operationsplanned and imminent developments for AI that may impact on your marketing effectivenesshow AI is currently being used to assist consumersthe implications (and the risks) of consumer uses of AICovid-19 was a total gamechanger as far as the streaming industry was concerned. Not only were we all at home during lockdown, desperate for content beyond what was available through free-to-air and pay-TV outlets the coronavirus also conveniently wiped out their competition.
Movie theatres? Shuttered around the world for 2020 and most of the first half of 2021. Live events? Gone. Sporting events? Initially shut down, then sporadically returning (without spectators, at least offshore).
Without movie theatres, the major studios lacked venues to release their blockbusters. in desperation, they looked to releasing at least a handful of titles direct-to-home via the streaming services.
Universal was first, with Trolls World Tour, by all accounts a big direct-to-video success (though its modest budget would have helped). Then Disney released Mulan (everywhere but China) as a premium release via Disney+, although with a hefty pricetag (US$29.95). Warner Media drew the ire of creators and theatres alike by announcing it would release its titles simultaneously in theatres and via its HBO Max streaming service, at least through until the end of 2021.
Theatres are gradually re-opening around the world, with many blockbuster titles delayed and delayed but due to open in cinemas in the second half of 2021.
In this section, we explore the implications of the new breed of streaming services, including Disney+, its more adult-oriented Star service, and other relative newcomers HBO Max, Peacock and Paramount+.
We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat, Tiktok and the newest hot contender, Clubhouse.
There’s a whole lot to cover, including:
The latest statistics on social media usage in New ZealandThe impact of Apples latest update on Facebook advertisingThe demographic thats now using Tiktok more than InstagramWhat you need to know about Instagram Reelsnew Pinterest ad developmentswhats up with LinkedIn these daysthe latest new look for Facebookand yes, lots moreNext we turn our attention to Experiences, review their importance and run through (pandemic-willing) upcoming major events for the year.
And we examine the New Zealand media trends expected to impact on marketers in 2021/22, including:
what happened to magazines in 2020 as a result of Covid-19 and the implications for the industry as a resultnewspapers recovering from the devastating effects of lockdown and the restrictions for non-essential businesseshow radio has coped with slashed revenuesDiscovery, the new owners for TVWorks, and what theyre planning to do in the year ahead
TVNZs plans for adfree, subscriber-funded streaming services
and, of course, plenty of other news and views.But Wait, Theres More
A roundup of other key marketing technology trends follows, including Programmatic Advertising (still flourishing despite the closure of KPEX).
We also talk about other technological developments, including:
Non-Fungible Tokens
Catch up on the latest developments in this blockchain-based system that validates and protects digital assets and intellectual property.
Telemedicine services
Spurred by Covid, remote health services have thrived. We review what can be learnt from this trend and the possible implications for other face-to-face offerings.
And we close with a brief look at other Future Technology trends that will impact in later years.
Personal Use and Agency Use RightsThis NZ MARKETING INSIGHTS TRENDS FOR 2021/22 report, like all our Marketing Insights presentations, comes with personal use and agency use rights: you can present these reports to your own team and to your clients and prospects, bringing everyone up to speed on the latest marketing insights and trends as we accelerate towards 2022. All presentations are unbranded, so you can add your own branding and comments.
All of our presentations in this Marketing Insights series consist of at least 150 slides, dealing with as many key insights.
SORRY: BOOKINGS FOR THIS REPORT HAVE NOW CLOSEDWe restrict the availability of this report and bookings have now closed.
If you would like to be added to the waitlist in case of cancellations, please send an email to [emailprotected] with your details.
ABOUT THE REPORTOh, in case youre wondering who we are to be preparing such a report: the NZ MARKETING INSIGHTS TRENDS FOR 2021/22 report slide deck has been prepared (like its predecessor reports on 2017, 2018, 2019 2020) by Michael Carney, long-time adman, author, media director and strategic planning director. Michael is also the creator/training director of Netmarketing Courses, which provides online training across a wide range of digital marketing disciplines. See our About page for more.
Or should we, dare we, ask: do you even have a Social Media Marketing Strategy?
If not, you risk falling into what Tim Hughes calls random acts of social that are killing your business.
What do we mean?
Heres an example, from an NZ restaurant we mercifully choose not to name:
Yeah, we dont know what effect they were going for, either. But it certainly doesnt entice us to darken their doorstep. [See what we did, there.]
Heres another example. Cute kid and all, and lots of people like the pictures, but they do little for the local brand.
For the record, the post was for a plumber. You couldnt tell that from the copy, although the part clutched by the little child might have given you a hint (but probably not).
And then theres this example of classic Kiwi tradie hijinks, just a bit of fun but hardly conducive to supporting the ask a professional message.
What about you? Do you have a comprehensive, planned social media marketing strategy or are you also given to random acts of social media?Have you taken the time to prepare a social media content calendar for the weeks and months ahead or do you suddenly think we havent posted on Facebook/Instagram/Tiktok/Twitter/YouTube for a while, what can we talk about?
If youre not sure exactly what you should post about in social media, or if you need guidance in this whole social media marketing lark, we can help.
We offer a number of online training courses covering various aspects of social media marketing. Check out the details below.
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SOCIAL MEDIA MARKETING COURSESThe Principles Practice of Social Media MarketingFor those new to Social Media Marketing: this is a thirteen-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.
For more details of the Social Media Marketing online course, please click here.
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We also have a combined course that will help you master both of New Zealand’s most powerful social media:
By far the most powerful social media channels for NZ marketers these days are Facebook and Instagram.That’s where the audiences are, and that’s where YOU need to be.
Through Facebook you can reach an estimated 3.1 million Kiwis 13+Through Instagram you can reach an estimated 1.95 million Kiwis 13+Of course, there’s rather more to Facebook and Instagram marketing than making a few posts or taking a few pretty pictures and hoping to reach large numbers of your target audience.
Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.
That’s where we can help.
We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.
This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2021.
Check out the details of our Mastering Facebook and Instagram Marketing online training course by clicking here.—
If you want to focus just on Paid Advertising on Instagram and Facebook — a wise idea, given that both networks are restricting organic (unpaid) reach — we have a ten-part course covering exactly that:What can you do to improve your Facebook Instagram Advertising activities?Learn what works, and what doesn’t, through our online training course.
In this ten-part online training course, we will take you step-by-step through what you need to know to understand and master advertising on Facebook Instagram.
For full online training course details, click here:Mastering Advertising on Facebook Instagram
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Facebook Accelerator ProgrammeThe Complete Facebook Marketing CourseSo you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.
For more details of the Facebook Accelerator online training course, please click here.
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Mastering Facebook AdvertisingFor those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training course which will take you from absolute beginner on Facebook to highly effective Facebook communicator.
For more details of the Complete Facebook Marketing programme, please click here.
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This is a nine-part online training course providing a comprehensive introduction to paid Facebook Advertising.
For more details of the Mastering Facebook Ads online training course, please click here.
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Instagram Marketing courseIf your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.
You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.—
How to Prepare an Effective Social Media BriefEven if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This online training course is designed to provide you with the insights necessary to prepare an effective brief.
For more details of the How to Prepare an Effective Social Media Brief programme, please click here.
New Zealand digital advertising expenditure hit a milestone in 2020, accounting for 53% of total annual adspend, according to our (adjusted) interpretation of NZ Advertising Industry Annual Turnover figures as compiled by the Advertising Standards Authority.
2020 was not a great year for advertising, for obvious reasons, and total New Zealand advertising industry expenditure dipped by at least 7.1%, according to our estimates, shedding $198 million. Total revenue for the year: $2.56 billion.
Note the qualifier according to our estimates. Annual figures compiled by the NZ Advertising Standards Authority for 2020 specifically exclude any calculations for magazine advertising. According to the ASA, the Magazine Publishers Association did not contribute to the 2020 Advertising Turnover Report as the “degree of change in the sector last year makes meaningful data collection impossible”.
Amongst the factors contributing to the omission of magazine data: a Covid-19 lockdown publishing ban meant many titles missed one or more issues; and there was a complete restructure of the industry with the closure of Bauer Media and the emergence of a host of new independent publishers and publications.
Such caution is understandable. However, for our purposes we have chosen to include our own estimates for magazine advertising in 2020, based on a 36% drop in estimated revenues. That represents our view of the likely impact on total revenues as a result of the loss of months of income from the likes of NZ Womans Weekly, Womans Day, NZ Listener and the many other titles formerly published by Bauer Media.
Even if magazine advertising expenditure had remained at the same levels as 2019, however, the overall result for digital would be the same: digital adspend now represents more than half the total expenditure in New Zealand. Its a trend thats long been in the making, even if it did require a pandemic to reach the tipping point.
Its more important than ever to stay up-to-date on digital marketing.If youve been holding back on Digital Marketing, sorry, times up.
To help you on your way, allow us to point you towards our Digital Marketing Trends 2021 Presentation:
This presentation looks ahead at what marketers should expect and plan for with Digital Marketing in 2021 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends. All presentations are unbranded, so you can add your own branding and comments.
Each presentation consists of at least 150 slides, dealing with as many key insights.
For full details of our Digital Marketing Trends Report, click here.
If youd like to learn even more about Digital Marketing, check out our range of courses that offer continuing professional development in various aspects of digital marketing.
Upskill Yourself in Digital Marketing for 2021 with our online training courses.Here are the current courses (click on the links for more details about each course):
DIGITAL MARKETINGAdvanced Digital Marketing 2021This course is dedicated to delivering the very latest information about Digital Marketing. It has been freshly updated for 2021.This online training course covers exactly what you need to know to survive and prosper in 2021, across a variety of digital marketing disciplines,
For more details of the Advanced Digital Marketing online course, please click here.
Digital Marketing 101Digital Marketing 101 is a 26-part online training course designed for students who may know very little about Digital Marketing, touching on a wide range of Digital Marketing topics over a six-month period.
For more information about Digital Marketing 101, please click here.
SOCIAL MEDIA MARKETING COURSESThe Principles Practice of Social Media MarketingFor those new to Social Media Marketing: this is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.
For more details of the Social Media Marketing online course, please click here.
We also have a combined course that will help you master both of New Zealand’s most powerful social media:
By far the most powerful social media channels for NZ marketers these days are Facebook and Instagram.That’s where the audiences are, and that’s where YOU need to be.
Through Facebook you can reach an estimated 3.1 million Kiwis 13+Through Instagram you can reach an estimated 1.95 million Kiwis 13+Of course, there’s rather more to Facebook and Instagram marketing than making a few posts or taking a few pretty pictures and hoping to reach large numbers of your target audience.
Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.
That’s where we can help.
We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.
This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2021.
Check out the details of our Mastering Facebook and Instagram Marketing online training course by clicking here.—
If you want to focus just on Paid Advertising on Instagram and Facebook — a wise idea, given that both networks are restricting organic (unpaid) reach — we have a ten-part course covering exactly that:What can you do to improve your Facebook Instagram Advertising activities?Learn what works, and what doesn’t, through our online training course.
In this ten-part online training course, we will take you step-by-step through what you need to know to understand and master advertising on Facebook Instagram.
For full Course Details, click here:Mastering Advertising on Facebook Instagram
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Facebook Accelerator ProgrammeThe Complete Facebook Marketing CourseSo you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.
For more details of the Facebook Accelerator programme, please click here.
Mastering Facebook AdvertisingFor those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.
For more details of the Complete Facebook Marketing programme, please click here.
This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.
For more details of the Mastering Facebook Ads online training course, please click here.
Instagram Marketing courseIf your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.
You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.How to Prepare an Effective Social Media BriefInfluencer Marketing courseEven if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.
For more details of the How to Prepare an Effective Social Media Brief programme, please click here.
Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.
For more information about our Influencer Marketing course, please click here.
Writing for the Web courseEffective writing has become an absolutely core competency when communicating online. Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.
Our Writing for the Web course covers the key elements you need to know to communicate effectively to online audiences.
For more information about our Writing for the Web course, please click here.
Online Video Marketing courseOnline Video is no longer an “up-and-coming” marketing tactic — it’s now New Zealand’s most popular broadcast medium, with YouTube alone reaching more than half the country on a daily basis (according to 2020 research by NZ On Air).
And online video is a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.
Remember the old cliche that a picture is worth a thousand words? According to an estimate by Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words.
So let’s cut to the chase. It’s well past time for you to upskill yourself in online video marketing. That’s why we’re launching our newest short course on the topic.
For more details of the Online Video Marketing course, please click here.
ECOMMERCE COURSESMastering eCommerceOur online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.
For more details of the Mastering eCommerce programme, please click here.
eCommerce MarketingAccording to our research, attracting more customers is one of the biggest challenges for NZ Ecommerce businesses. That’s why we’ve launched a new training course all about Ecommerce Marketing.
Demand for online shopping has really ramped up following Covid-19, but that doesn’t necessarily make it any easier to attract buyers for your products.There are more buyers, but also many more sellers — over 9000 new NZ ecommerce stores in 2020 alone,
For more details of our eCommerce Marketing course, please click here.According to Search Engine Land, reporting a recent study by Forrester Research:
71 percent of consumers begin their journeys by using a search engine to discover new products and services (initiation), and 74 percent reported using a search engine for consideration and purchasing (research, comparison, transaction).
Consumers rely on the search engines to understand their queries, typically on the basis of a few words, and tell people where to to go to find out more (or, increasingly, to provide them with the answers they seek, right there on the search result page itself).
If youre a Kiwi business, youre probably well aware of the reality of search engines: if youre not at or near the top of the first search results page, youre unlikely to be seen by searchers (even if your products are exactly what theyre looking for).
Unfortunately, results on Page One represent 91.5% of all traffic generated by Google. Be there or be invisible.
Turns out that there’s quite a science to getting onto page one of Google and an industry has grown up around the challenges of Search Engine Marketing, covering both Paid Advertising and Search Engine Optimisation (usually abbreviated to just SEO).
We cover Search Marketing in our Digital Marketing courses but in todays marketplace its become clear that theres an ever-growing demand for NZ businesses to understand and master all aspects of search engine marketing.
So weve developed a brand new course, How to Master Search Engine Marketing, which covers both paid and unpaid (organic) search marketing.
This is a nine-part online training course providing a comprehensive introduction to Search Engine Marketing, from the basics to comprehensive information on the techniques and tools relevant to New Zealand businesses.
This online training course is conducted on a browser-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online anytime 24/7.
This particular online training course provides content in a variety of multimedia forms, including videos, slideshows and PDF files. No special software is required to participate.
Course lessons will be provided in nine parts, for participants to access in accordance with their own timetables. Interaction with the course tutor is enabled through email in the first instance (with telephone backup if required).
Feedback from previous online training course participants
“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 completed the first lesson today and found it really interesting and love the interaction already! I am so looking forward to the second lesson already …” — Annette B, public relations director“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.
The course is designed for New Zealand businesses who want to take responsibility for their search engine marketing, either by doing it themselves or by briefing others to do so (and, as a result of the course, knowing whats essential as well as whats possible in search marketing).
What outcomes to expect as a result of this courseOnce youve completed this course, you will have gained a significant understanding of:
how to refine your website content to ensure that your business is much more visible on search engines; andwhen and how to use paid search to supplement your search engine optimisation efforts.Heres what the course covers:
Lesson 1: Introduction to Search Engine MarketingWe start our Search Engine Marketing explorations with a helicopter overview of the Search category. That includes exploring the latest statistics, both global and local, that reveal how (and how many) consumers use Google and Bing as an integral part of their daily Internet activities.
From there, we turn our attention to the consumer. Typically, they use search engines in a variety of ways, depending upon exactly where they are on their customer journey: for example, they approach their searches very differently if theyre just setting out to find out information about a new category. Conversely, once they know exactly what theyre looking for, they use search terms that are very specific. We discuss how best to focus your efforts for each search phase.
In this lesson we also talk about the Long Tail and its implications for your website content; and we also explore User Intent as one of the most meaningful search signals (and how that changes between desktop and mobile devices).
Lesson 2: Search Engine OptimisationIn this lesson, we discuss how to optimise your website content to make it easier for people to find you through Google. In essence, if you want your prospects to see your web pages, those pages need to contain content that prospects are looking for.
Not only that, but each page also needs to be structured effectively to take advantage of the (current) requirements of Google and its AI-powered algorithms.
In this lesson, we’ll be exploring the key functionalities of Google Search when it comes to unpaid search results, along with advanced capabilities of which you should attempt to take advantage, including:
what you need to know about Google RankBrainwhat BERT means when it comes to organic search resultswhy and how zero-click searches can be both deadly problems and great opportunitiesthe impact of Mobile First search rankings what you need to know about Topic Clusters, to ensure your priority placement in search engine resultsthe opportunities (and problems) inherent in Featured Snippetsthe dramatic growth in Natural Language Searchwhy E-A-T (Expertise, Authority, Trustworthiness) is now an essential content metricthe convergence of SEO and Contentwhy speed is now vital to your search successhow Location, Location, Location is now a search engine mantra as wellwhy you should avoid Duplicate Contentthe strategic importance of NAPLesson 3: KeywordsLesson Three delves deeply into keywords. Were devoting an entire lesson to the topic because keywords are such a vital part of both paid and unpaid search.
Your websites position in any given search results very much depends on which keywords that people are searching for at a given time.
Keyword selection is part science and part art. There are many tools out there (both free and paid) that will tell you how many times a specific keyword was sought in a given month. You will also be able to use such tools to identify related keywords. But where technology gives way to inspiration is when you need to identify keywords that are apparently unrelated but are in fact conceptually linked to the benefits that your products provide.
We will also talk about buyer keywords and identify some of the most common ways in which consumers flag their purchasing intent (often unconsciously).
Once we have helped you identify (and brainstorm) suitable keywords, we will then discuss how your website should integrate those keywords into your website content, to maximum effect.
Lesson 4: Technical SEOIts time now to turn our attention to whats become known as Technical SEO. As Yoast explains, Technical SEO refers to improving the technical aspects of a website in order to increase the ranking of its pages in the search engines. Making a website faster, easier to crawl and understandable for search engines are the pillars of technical optimization.
As you might perhaps expect, Technical SEO requires you (or, more plausibly, someone you brief) to look under the hood and tinker with your website code to ensure that the search engines are being properly informed as to the contents of your website.
The more that the search engines understand the content that you are providing, the more effectively they can display it on search results. For example, if one of your pages provides chicken recipes, you can flag that fact to Google and it can display the page appropriately when consumers search for such topics.
In this lesson, we explore the range of added functionality available to you with Technical SEO so that you can determine how you might best take advantage of the search possibilities.
Lesson 5: Paid AdvertisingNot every page can be Number One on Google. So if you want to hit the top of the search engine rankings (especially for the most popular search phrases in your categbory), usually you have to pay. In this lesson, we talk in detail about Google Ads and other Pay Per Click advertising tools.
We start with an introduction to paid search advertising and then discuss its benefits (such as immediate results, something thats usually not possible with your SEO efforts).
We then take you through the key steps that you need to consider when putting together a pay per click campaign and explore exactly what you need to do to set up Google Ads for your business.
Lesson 6: Advertising ContentIn lesson Six, we talk about the content of your advertising. We discuss the possibilities, review research and examples that show us exactly what works (and what doesnt) in pay per click advertising.
And, inevitably, we talk about testing. Why should you test, what should you test and how should you test? Those questions are all fair game as we delve into the details.
This also represents an opportunity to learn from more than a centurys worth of wisdom from the direct marketing industry, much of which has been readily repurposed for online advertising.
Lesson 7: PPC MetricsWe held off as long as we could but now its time to talk numbers. In this lesson we will talk about the key metrics that you need to measure in order to succeed with your pay per click advertising.
How many people are you reaching? What proportion are clicking through to your website? Once they get there, are they buying or bouncing? How much is it does it cost you to get a buyer? And whats the average revenue per buyer?
All these questions can be answered if you know your numbers. So, in this lesson, here are some of the metrics we will be exploring and explaining:
ClicksClick-Through Rate (CTR)Quality ScoreCost Per Click (CPC)Cost Per Conversion/Acquisition (CPA)Conversion Rate (CVR)Impression Share (CPM)Average PositionBudget AttainmentLifetime ValueLesson 8: Other Search EnginesIn this lesson, we spend some time looking at other search engines that could be relevant for your needs.
Google is the biggest and most popular search engine out there but its not the only one. We have already mentioned Microsofts Bing from time to time above, and we discuss it in more detail (including its Apple partnership).
There are several other options as well, when it comes to dedicated search engines. But we would be remiss if we didnt also mention:
YouTube: often referred to as the webs number two search engine because so many people use the YouTube search facility to find content to help them with their needs.Amazon: looking to buy something? Amazon has become the de facto search engine for shoppers, at least in the countries where Amazon has distribution facilities. If you market internationally, you certainly should check out the Amazon search capabilities.Trade Me: within New Zealand, our favourite online auction site has morphed into an online destination for both new and preowned products. Its definitely worth your while to devote some time to understanding Trade Mes search capabilities and whether or not they might be useful for your products.Facebook: yes, Facebook has its own sophisticated search facilities. We explore the key functionalities and how to use them for your own purposes.Lesson 9: Beyond the BasicsFinally, we turn our attention to some of the more recent developments in search, including:
Voice Search: voice has become more and more prevalent as a mechanism for interacting with search engines, thanks to Siri, Google Assistant, Microsofts Cortana, Samsungs Bixby and Amazon Alexa. With voice search, enquiries are more conversational and the search engines have adjusted their algorithms accordingly. More tellingly however, the number of results that can be served via voice are much more limited.Visual search: can take the user experience to a totally new level: people can take a photo with their phone or upload an image to conduct a search and get more specific results. Google and Bing both offer visual search capabilities, whilst the likes of Pinterest, eBay and Trade Me have similarly introduced image-based searching.We explore these and other new possibilities that are just around the corner.
TIMINGThis course begins on Thursday 25 November, 2021.INVESTMENT
This nine-part Online Training Course is available for $697+GST. However we offer a $100 Early Bird Discount for bookings received and payment made by midnight on Thursday 18 November, 2021.
Pay only $597+GST ($686.55 including 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 pay by credit card through PayPal by clicking here: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclickhosted_button_id=EZG8AA9ER5H5YIf you would prefer to pay by bank deposit, or require an invoice before making payment, please send an email to [emailprotected] with details of your request.
(The service provider will be shown as Netmarketing Courses in your transaction and on your credit card statement).
WHAT HAPPENS NEXT?Your booking will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email [emailprotected].
On the first day of the course you will be supplied by email with login details and Course Notes for Lesson One.
Thats the most common challenge expressed by our clients in the marketing industry as well: keeping up-to-date with the latest news in Digital Marketing.
And yet Digital Marketing is New Zealands most significant advertising medium, accounting for around half of total advertising expenditure.
Are YOU falling behind in Digital Marketing?If youre not keeping up, youre slipping back. Every day brings new developments and new opportunities.
Thats why we’ve developed an NZ DIGITAL MARKETING TRENDS 2021 Presentation which focusses in on some of the hottest and most important NZ digital marketing trends that you need to take into account for 2021 and beyond.
This presentation looks ahead at what marketers should expect and plan for with Digital Marketing in 2021 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends. All presentations are unbranded, so you can add your own branding and comments.
Each presentation consists of at least 150 slides, dealing with as many key insights.
NZ Digital Marketing Trends 2021Here are some of the topics we cover in the NZ DIGITAL MARKETING TRENDS 2021 Presentation.
What’s new, and what’s expected in 2021We examine the possibilities for the usual round of suspects:
Organic SearchPaid SearchOrganic SocialPaid SocialInfluencer MarketingContent MarketingConversational MarketingProgrammaticOnline VideoArtificial IntelligenceVirtual RealityAugmented RealityThe Internet of ThingsVoice AssistantsAnd we also look at:
Changing Consumer BehaviourThe pandemic and its accompanying lockdowns, alert levels, border closures, semi-obligatory mask-wearing and QR code-scanning has impacted Kiwi consumers like no other changes in recent history. Were shopping more online, staying home more and going out less. Were competing with recently-returned Kiwis for jobs and homes. The tourism industry has been decimated. And were expecting borders to remain closed to all but Kiwis throughout 2021.
We examine our changed behaviour and consider how best we might cope, both before and after vaccines hint at a return to normality.
Along the way, we consider:
how our attitudes change in tougher economic timeshow our coronavirus-fanned adoption of contactless payment has shaped our views for the futurethe accelerating development of dark stores and ghost kitchens, designed to service the increased demand for at-home shopping and eatingwhat consumers are looking for in terms of reassurance from brandsNew NZ Privacy LegislationThe new NZ Privacy Act has now come into force. What are the implications for New Zealand businesses?
Thats Entertainment NowIn times of seemingly unrelenting doom and gloom, consumers turn to entertainment and anything that will give them a smile. Weve seen the dramatic growth of Tiktok, with its endless parade of short videos. Dont like the one youre watching right now? Just keep swiping.
Snapchat (with Spotlight) and Instagram (with Reels) have inevitably joined the party with their own Tiktok alternatives. What are the opportunities for marketers?
We talk about the types of entertainment that brands can provide and how you can communicate effectively through social media.
Dont Get MemedThe meme has come into its own during 2020, which is both good news and bad news for brands. If you happen to capture the moment with one of your messages, that might well be shared far and wide. But, Internet culture being what it is, your memed content is just as likely to be shared with a sarcastic or just mean-spirited spin.
We take you through the types of content to avoid and how to proceed through the meme minefield.Content planning goes short-termif theres one thing that the chaos of 2020 has shown us, its that long-term content planning just wont cut it anymore. You cant schedule content for more than a few days in advance, not unless youre prepared to take the risk that parts of the country are suddenly in lockdown. Yes, prepare in advance by all means, but be ready to pivot on a dime.
We discuss strategies to help you plan short-term (but with an eye on the bigger picture).Last Rites for the CookieGoogles Chrome web browser will stop supporting third-party cookies by early 2022, significantly altering how digital ads are targeted and tracked. We examine some of the alternatives.
Listen, listen, listenBe sensitive to what consumers are saying, and how they are feeling about the environment of the moment. Mood swings are inevitable, from the euphoria of a successful vaccine to the frustration of another case in the community. If you stay up to date with current chatter, you will avoid being tone deaf in your messages.
We cover what to listen for and how to listen effectively with the available free and low-cost tools.The four Cs of COVID-19 contentThe coronavirus has introduced us to the four Cs community, contactless, cleanliness and compassion. Even if New Zealand manages to avoid any major pandemic outbreaks in 2021, the Cs will continue to be topics of conversation until effective vaccines are universally available to every Kiwi and our borders are finally reopened.
We discuss the most appropriate ways to leverage the four Cs without irritating your audience.Ephemeral Content Spreads and SpreadsThey started on Snapchat and then spread to Instagram and Facebook. Now both Twitter (with Fleets) and LinkedIn (with LinkedIn Stories) have joined the content-with-short-half-lives bandwagon.
We discuss what you need to know to leverage ephemeral content as effectively as possible.Tracking Digital OutdoorOut-of-home advertising has always been difficult to measure effectively. Now theres Lens, which taps into a variety of tools (including number-plate recognition and mobile tracking) to deliver more meaningful metrics for digital billboard audiences.
Conversational marketingSocial media is all about interacting and engaging with others its called social for a reason. But its always been difficult to manage engagement at scale. Now, thankfully, tools are emerging such as chatbots and social messaging that will help you to build relationships with your customers.
We explore the current state of the art and recommend new developments you to consider.When Youre Too Full to Binge Any MoreNetflix has begun testing its first linear channel (yeah, just like broadcasting), in France, reportedly due to the “consumption of traditional TV” in that country. Netflix notes that “many viewers like the idea of programming that doesn’t require them to choose what they are going to watch.” An interesting experiment, to say the least.
Avoiding Fake NewsOnline content has always blurred the lines between fact and fiction just take a look at the carefully-edited lives of some influencers, for example. But disinformation has become a defining characteristic of too many digital channels as a result of the coronavirus. What is a brand to do?
We explore accountability, authenticity and transparency and the importance of those attributes to brands in 2021.More socially responsible consumersThis is a trend long in the making, as younger generations use social media to advocate on behalf of the causes that matter most to them. In 2021, Generation Z and Generation Alpha will continue to make their voices heard and 88% of consumers want to support brands that have social causes aligned with their product or service. But no greenwashing, the alignment has to be authentic.
We review the possibilities and share the problems inherent in aligning your brand with inappropriate causes.Influencer Marketing RevisitedInfluencers have had a rough time of it in 2020, their revenue eviscerated by the pandemic. All mass media saw their income erode as a result of Covid-19, but most had sufficiently deep pockets that they could (with or without governmental assistance) weather the storm.
Not so the humble influencers, many of whose income was solely dependent on sponsors. As the money fell away, the influencers faced the same dilemma as other media: keep posting (for free) to keep their followers entertained and engaged, or pause until the tap was turned on again.
In the meantime, consumers turned en masse to the latest social media phenomenon, TikTok, leaving behind many influencers whose natural habitat was Instagram or YouTube.
In this section of the presentation, we look at and see what Influencers are up to now and what they’re likely to do in 2021, pandemic or not.
Search Marketing EvolvesAs people’s needs and circumstances shifted dramatically due to the pandemic, Econsultancy tells us that consumers have been seeking out things they might never have searched for before – like home fitness equipment, hairdressing tools, or DIY materials – and are also looking for new ways to accomplish things like banking, shopping, or remote working. At the heart of it all has been search.
As a result of this, search data has served as a kind of barometer for the changes in people’s daily lives – from spikes in searches for virus symptoms and treatments to queries about online grocery shopping, hand gel, and things to do in lockdown.
It is a goldmine of information for marketers who know how to tap into it.
In this section of the report, we look at the new focus of searchers and how you can best take advantage.
We also look at some of the key trends that have been evident in search marketing across the year despite the pandemic, including:
Position zero, also known as the featured snippet at the top of a Google results page, represents the first search result that appear for a particular query. Are you the best answer to someones question?Your search results will benefit if you dig deep and analyse the keywords in which your prospects are actually interested. So how do you do that? We share some actionable tips.And video continues to make a huge impact on search rankings.What marketers plan to do in 2021Weve also compiled the results of various marketer surveys in order to understand:
which digital channels are expected to attract increased advertising expenditure in 2021which digital channels marketers see as most effective for brandshow marketers are planning to use digital media in the year aheadthe types of content that consumers actually want businesses to providesurprising demographic developments in digital mediathe benefits of data integration for digital marketersthe importance of value-driven marketingthe dramatic increase in importance of social listeningBut wait, theres more.
Those are some of the core Digital Marketing trends, but theres a whole lot more, including:
The latest statistics on digital usage in New Zealand.The move towards greater transparency in digital advertising, including the ability to view current advertising executions (a great competitive tool and a source of inspiration as you prepare your own social media advertising).Square videos, vertical videos, short and long videos: what you need to knowIncreased developments in Augmented Reality, as the technology expands beyond Snapchat filters and Pokémon games and into videos, live events and enhanced customer engagement.How best to use Chatbots: there are now more than 300,000 active chatbots on Facebook MessengerThe latest developments in ProgrammaticA new focus on news by digital platforms, all intended to get consumers to stay longer with their platform.Increased use of AI to refine audience segmentation and to combat fake news.Increased capabilities for Facebook and LinkedIn groups.Consolidation of Facebook Messenger and WhatsApp connectivity, including the ability to share messages across both platforms.We explore the implications of the new breed of online video streaming services, including Disney’s upcoming more adult-oriented Star service, along with HBO Max, Peacock and Paramount+.Preparing for new generational trends, as Gen Z begins to intrude on the social territory already carved out by the millennials.And we close with a brief look at other Future Technology trends that will impact in later years.All that and of course plenty more, in the NZ Digital Marketing Trends 2021 report and slide presentation, coming out soon.
AGENCY PERSONAL USE RIGHTS INCLUDED
This is a slide presentation designed for you to easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends as we accelerate into 2021.
As with our other presentations, we offer the New Zealand Digital Marketing Trends report for you to re-use as you see fit (except you may not re-sell it, of course).
All presentations are unbranded, so you can add your own branding and comments.
Prepare for digital marketing in 2021 with a comprehensive presentation to your team or your clientsHOW TO ORDER THIS NZ DIGITAL MARKETING TRENDS 2021 PRESENTATIONThe NZ Digital Marketing Trends 2021 presentation is available for just $597+GST.Click here to pay by credit card via PayPal.If you would prefer to pay by bank deposit, or require an invoice before making payment, please send an email to [emailprotected] with details of your request. (The service provider will be shown as Netmarketing Courses in your transaction and on your credit card statement).
WHAT HAPPENS NEXT
1. Your purchase will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email [emailprotected]).
2. When the presentation is published, download instructions will be provided to you by email.
Digital advertising expenditure accounted for NZ$340.7 million during the third quarter of 2020, up 8.7% versus the same quarter in 2019.
So how confident do you feel about your Digital Marketing expertise?To help you on your way, allow us to point you towards our range of courses that offer continuing professional development in various aspects of digital marketing.
Upskill Yourself in Digital Marketing for 2021 with our online training courses.Here are the current courses (click on the links for more details about each course):
DIGITAL MARKETINGAdvanced Digital Marketing 2021This course is dedicated to delivering the very latest information about Digital Marketing. It has been freshly updated for 2021.This online training course covers exactly what you need to know to survive and prosper in 2021, across a variety of digital marketing disciplines,
For more details of the Advanced Digital Marketing online course, please click here.
Digital Marketing 101Digital Marketing 101 is a 26-part online training course designed for students who may know very little about Digital Marketing, touching on a wide range of Digital Marketing topics over a six-month period.
For more information about Digital Marketing 101, please click here.
SOCIAL MEDIA MARKETING COURSESThe Principles Practice of Social Media MarketingFor those new to Social Media Marketing: this is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.
For more details of the Social Media Marketing online course, please click here.
We also have a combined course that will help you master both of New Zealand’s most powerful social media:
By far the most powerful social media channels for NZ marketers these days are Facebook and Instagram.That’s where the audiences are, and that’s where YOU need to be.
Through Facebook you can reach an estimated 3.1 million Kiwis 13+Through Instagram you can reach an estimated 1.95 million Kiwis 13+Of course, there’s rather more to Facebook and Instagram marketing than making a few posts or taking a few pretty pictures and hoping to reach large numbers of your target audience.
Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.
That’s where we can help.
We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.
This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2021.
Check out the details of our Mastering Facebook and Instagram Marketing online training course by clicking here.—
If you want to focus just on Paid Advertising on Instagram and Facebook — a wise idea, given that both networks are restricting organic (unpaid) reach — we have a ten-part course covering exactly that:What can you do to improve your Facebook Instagram Advertising activities?Learn what works, and what doesn’t, through our online training course.
In this ten-part online training course, we will take you step-by-step through what you need to know to understand and master advertising on Facebook Instagram.
For full Course Details, click here:Mastering Advertising on Facebook Instagram
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Facebook Accelerator ProgrammeThe Complete Facebook Marketing CourseSo you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.
For more details of the Facebook Accelerator programme, please click here.
Mastering Facebook AdvertisingFor those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.
For more details of the Complete Facebook Marketing programme, please click here.
This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.
For more details of the Mastering Facebook Ads online training course, please click here.
Instagram Marketing courseIf your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.
You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.How to Prepare an Effective Social Media BriefInfluencer Marketing courseEven if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.
For more details of the How to Prepare an Effective Social Media Brief programme, please click here.
Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.
For more information about our Influencer Marketing course, please click here.
Writing for the Web courseEffective writing has become an absolutely core competency when communicating online. Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.
Our Writing for the Web course covers the key elements you need to know to communicate effectively to online audiences.
For more information about our Writing for the Web course, please click here.
Online Video Marketing courseOnline Video is no longer an “up-and-coming” marketing tactic — it’s now New Zealand’s most popular broadcast medium, with YouTube alone reaching more than half the country on a daily basis (according to 2020 research by NZ On Air).
And online video is a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.
Remember the old cliche that a picture is worth a thousand words? According to an estimate by Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words.
So let’s cut to the chase. It’s well past time for you to upskill yourself in online video marketing. That’s why we’re launching our newest short course on the topic.
For more details of the Online Video Marketing course, please click here.
ECOMMERCE COURSESMastering eCommerceOur online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.
For more details of the Mastering eCommerce programme, please click here.
eCommerce MarketingAccording to our research, attracting more customers is one of the biggest challenges for NZ Ecommerce businesses. That’s why we’ve launched a new training course all about Ecommerce Marketing.
Demand for online shopping has really ramped up following Covid-19, but that doesn’t necessarily make it any easier to attract buyers for your products.There are more buyers, but also many more sellers — over 9000 new NZ ecommerce stores in 2020 alone,
For more details of our eCommerce Marketing course, please click here.A quick request as we bid farewell to the horror that was 2020 and prepare for what we all hope and pray is going to be a much better 2021: can you please tell us what you expect your biggest marketing challenge(s) to be in the year ahead?
We have been asking this question of a number of marketers over the last month or so, and also gathering data online. Well tell you why in a moment, but here are some of the more universal marketing challenges that we have identified so far:
Getting More LeadsGenerating Brand AwarenessIncreasing My Website’s Overall TrafficPlanning a Comprehensive Marketing StrategyConverting Leads to BuyersAligning Sales and MarketingKeeping Up With the Latest TrendsContent CreationTargeting Buyers EffectivelyIncreasing My Website’s Keyword Rankings on GoogleIncreasing, Reporting and Proving Marketing’s ROIEducating Prospects/BuyersTo be honest, those challenges arent particularly new. But there are also plenty of new challenges brought about by Covid-19, including:
Marketers have moved away from long-term planning and are in more short-term reactive mode.Budget cuts are hitting brand advertising, agency fees and sponsorships/partnerships.A move to more direct-to-consumer activity in 2021.Rapidly changing marketing mix and messagingHeightened focus on brand perceptionIncreased need to understand and apply technologyAnd these are some marketing challenges that were already happening but have simply been exacerbated during the coronavirus:
Handling certain market uncertaintyAccelerated digital transformationImproving customer experienceDelivering personalisationLeveraging AI and machine learningIdentifying the right technologyManaging organisational changeSpeeding up time-to-marketData privacy and security regulationsDo any of those resonate with your business? Or are there other, more significant challenges that you are facing?
So why are we asking the question?The marketplace is always changing. But the coronavirus has torn the heart out of many old-style marketing strategies.
Its time to identify new strategies and innovative new approaches to your marketing in the year ahead.
Were about to launch a major new initiative, designed to address the challenges faced by Kiwi marketers today and provide innovative, insightful approaches and solutions.
Weve been giving advice to, and solving problems for, marketers for many years and we believe that weve come up with many valuable insights, drawing from our own experience and from smart stories and examples from around the world, that can really make a difference in 2021.
But, before we launch the new program, we want to make sure that it really covers everything.
So can you help us out, please (it should only take a couple of minutes) and let us know what your biggest marketing challenges are right now?Just drop us a quick email to [emailprotected] and share your challenges.
Thanks so much.
Thats the most common challenge expressed by our clients in the marketing industry as well: keeping up-to-date with the latest news in Digital Marketing.
Are YOU falling behind in Digital Marketing?Every day brings new developments and new opportunities.
Thats why we’ve developed an NZ DIGITAL MARKETING TRENDS 2021 Presentation which focusses in on some of the hottest and most important NZ digital marketing trends that you need to take into account for 2021 and beyond.
This presentation looks ahead at what marketers should expect and plan for with Digital Marketing in 2021 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends. All presentations are unbranded, so you can add your own branding and comments.
Each presentation consists of at least 150 slides, dealing with as many key insights.
NZ Digital Marketing Trends 2021Here are some of the topics we cover in the NZ DIGITAL MARKETING TRENDS 2021 Presentation.
What’s new, and what’s expected in 2021We examine the possibilities for the usual round of suspects:
Organic SearchPaid SearchOrganic SocialPaid SocialInfluencer MarketingContent MarketingConversational MarketingProgrammaticOnline VideoArtificial IntelligenceVirtual RealityAugmented RealityThe Internet of ThingsVoice AssistantsAnd we also look at:
Changing Consumer BehaviourThe pandemic and its accompanying lockdowns, alert levels, border closures, semi-obligatory mask-wearing and QR code-scanning has impacted Kiwi consumers like no other changes in recent history. Were shopping more online, staying home more and going out less. Were competing with recently-returned Kiwis for jobs and homes. And the accompanying economic upheaval, delayed by government subsidies, is still cause for concern.
We examine our changed behaviour and consider how best we might cope, both before and after vaccines hint at a return to normality.
Along the way, we consider:
how our attitudes change in tougher economic timeshow our coronavirus-fanned adoption of contactless payment has shaped our views for the futurethe accelerating development of dark stores and ghost kitchens, designed to service the increased demand for at-home shopping and eatingwhat consumers are looking for in terms of reassurance from brandsNew NZ Privacy LegislationThe new NZ Privacy Act has now come into force. What are the implications for New Zealand businesses?
Thats Entertainment NowIn times of seemingly unrelenting doom and gloom, consumers turn to entertainment and anything that will give them a smile. Weve seen the dramatic growth of Tiktok, with its endless parade of short videos. Dont like the one youre watching right now? Just keep swiping.
Snapchat (with Spotlight) and Instagram (with Reels) have inevitably joined the party with their own Tiktok alternatives. What are the opportunities for marketers?
We talk about the types of entertainment that brands can provide and how you can communicate effectively through social media.
Dont Get MemedThe meme has come into its own during 2020, which is both good news and bad news for brands. If you happen to capture the moment with one of your messages, that might well be shared far and wide. But, Internet culture being what it is, your memed content is just as likely to be shared with a sarcastic or just mean-spirited spin.
We take you through the types of content to avoid and how to proceed through the meme minefield.Content planning goes short-termif theres one thing that the chaos of 2020 has shown us, its that long-term content planning just wont cut it anymore. You cant schedule content for more than a few days in advance, not unless youre prepared to take the risk that parts of the country are suddenly in lockdown. Yes, prepare in advance by all means, but be ready to pivot on a dime.
We discuss strategies to help you plan short-term (but with an eye on the bigger picture).Last Rites for the CookieGoogles Chrome web browser will stop supporting third-party cookies by early 2022, significantly altering how digital ads are targeted and tracked. We examine some of the alternatives.
Listen, listen, listenBe sensitive to what consumers are saying, and how they are feeling about the environment of the moment. Mood swings are inevitable, from the euphoria of a successful vaccine to the frustration of another case in the community. If you stay up to date with current chatter, you will avoid being tone deaf in your messages.
We cover what to listen for and how to listen effectively with the available free and low-cost tools.The four Cs of COVID-19 contentThe coronavirus has introduced us to the four Cs community, contactless, cleanliness and compassion. Even if New Zealand manages to avoid any major pandemic outbreaks in 2021, the Cs will continue to be topics of conversation until effective vaccines are universally available to every Kiwi and our borders are finally reopened.
We discuss the most appropriate ways to leverage the four Cs without irritating your audience.Ephemeral Content Spreads and SpreadsThey started on Snapchat and then spread to Instagram and Facebook. Now both Twitter (with Fleets) and LinkedIn (with LinkedIn Stories) have joined the content-with-short-half-lives bandwagon.
We discuss what you need to know to leverage ephemeral content as effectively as possible.Tracking Digital OutdoorOut-of-home advertising has always been difficult to measure effectively. Now theres Lens, which taps into a variety of tools (including number-plate recognition and mobile tracking) to deliver more meaningful metrics for digital billboard audiences.
Conversational marketingSocial media is all about interacting and engaging with others its called social for a reason. But its always been difficult to manage engagement at scale. Now, thankfully, tools are emerging such as chatbots and social messaging that will help you to build relationships with your customers.
We explore the current state of the art and recommend new developments you to consider.When Youre Too Full to Binge Any MoreNetflix has begun testing its first linear channel (yeah, just like broadcasting), in France, reportedly due to the “consumption of traditional TV” in that country. Netflix notes that “many viewers like the idea of programming that doesn’t require them to choose what they are going to watch.” An interesting experiment, to say the least.
Avoiding Fake NewsOnline content has always blurred the lines between fact and fiction just take a look at the carefully-edited lives of some influencers, for example. But disinformation has become a defining characteristic of too many digital channels as a result of the coronavirus. What is a brand to do?
We explore accountability, authenticity and transparency and the importance of those attributes to brands in 2021.More socially responsible consumersThis is a trend long in the making, as younger generations use social media to advocate on behalf of the causes that matter most to them. In 2021, Generation Z and Generation Alpha will continue to make their voices heard and 88% of consumers want to support brands that have social causes aligned with their product or service. But no greenwashing, the alignment has to be authentic.
We review the possibilities and share the problems inherent in aligning your brand with inappropriate causes.Influencer Marketing RevisitedInfluencers have had a rough time of it in 2020, their revenue eviscerated by the pandemic. All mass media saw their income erode as a result of Covid-19, but most had sufficiently deep pockets that they could (with or without governmental assistance) weather the storm.
Not so the humble influencers, many of whose income was solely dependent on sponsors. As the money fell away, the influencers faced the same dilemma as other media: keep posting (for free) to keep their followers entertained and engaged, or pause until the tap was turned on again.
In the meantime, consumers turned en masse to the latest social media phenomenon, TikTok, leaving behind many influencers whose natural habitat was Instagram or YouTube.
In this section of the presentation, we look at and see what Influencers are up to now and what they’re likely to do in 2021, pandemic or not.
Search Marketing EvolvesAs people’s needs and circumstances shifted dramatically due to the pandemic, Econsultancy tells us that consumers have been seeking out things they might never have searched for before – like home fitness equipment, hairdressing tools, or DIY materials – and are also looking for new ways to accomplish things like banking, shopping, or remote working. At the heart of it all has been search.
As a result of this, search data has served as a kind of barometer for the changes in people’s daily lives – from spikes in searches for virus symptoms and treatments to queries about online grocery shopping, hand gel, and things to do in lockdown.
It is a goldmine of information for marketers who know how to tap into it.
In this section of the report, we look at the new focus of searchers and how you can best take advantage.
We also look at some of the key trends that have been evident in search marketing across the year despite the pandemic, including:
Position zero, also known as the featured snippet at the top of a Google results page, represents the first search result that appear for a particular query. Are you the best answer to someones question?Your search results will benefit if you dig deep and analyse the keywords in which your prospects are actually interested. So how do you do that? We share some actionable tips.And video continues to make a huge impact on search rankings.What marketers plan to do in 2021Weve also compiled the results of various marketer surveys in order to understand:
which digital channels are expected to attract increased advertising expenditure in 2021which digital channels marketers see as most effective for brandshow marketers are planning to use digital media in the year aheadthe types of content that consumers actually want businesses to providesurprising demographic developments in digital mediathe benefits of data integration for digital marketersthe importance of value-driven marketingthe dramatic increase in importance of social listeningBut wait, theres more.
Those are some of the core Digital Marketing trends, but theres a whole lot more, including:
The latest statistics on digital usage in New Zealand.The move towards greater transparency in digital advertising, including the ability to view current advertising executions (a great competitive tool and a source of inspiration as you prepare your own social media advertising).Square videos, vertical videos, short and long videos: what you need to knowIncreased developments in Augmented Reality, as the technology expands beyond Snapchat filters and Pokémon games and into videos, live events and enhanced customer engagement.How best to use Chatbots: there are now more than 300,000 active chatbots on Facebook MessengerThe latest developments in ProgrammaticA new focus on news by digital platforms, all intended to get consumers to stay longer with their platform.Increased use of AI to refine audience segmentation and to combat fake news.Increased capabilities for Facebook and LinkedIn groups.Consolidation of Facebook Messenger and WhatsApp connectivity, including the ability to share messages across both platforms.We explore the implications of the new breed of online video streaming services, including Disney’s upcoming more adult-oriented Star service, along with HBO Max, Peacock and Paramount+.Preparing for new generational trends, as Gen Z begins to intrude on the social territory already carved out by the millennials.And we close with a brief look at other Future Technology trends that will impact in later years.All that and of course plenty more, in the NZ Digital Marketing Trends 2021 report and slide presentation, coming out soon.
AGENCY PERSONAL USE RIGHTS INCLUDED
This is a slide presentation designed for you to easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends as we accelerate into 2021.
As with our other presentations, we offer the New Zealand Digital Marketing Trends report for you to re-use as you see fit (except you may not re-sell it, of course).
All presentations are unbranded, so you can add your own branding and comments.
Prepare for digital marketing in 2021 with a comprehensive presentation to your team or your clientsHOW TO ORDER THIS NZ DIGITAL MARKETING TRENDS 2021 PRESENTATIONThe NZ Digital Marketing Trends 2021 presentation is available for just $597+GST.Click here to pay by credit card via PayPal.If you would prefer to pay by bank deposit, or require an invoice before making payment, please send an email to [emailprotected] with details of your request. (The service provider will be shown as Netmarketing Courses in your transaction and on your credit card statement).
WHAT HAPPENS NEXT
1. Your purchase will be confirmed by email (if you have not received a confirmation within 24 hours, feel free to email [emailprotected]).
2. When the presentation is published, download instructions will be provided to you by email.
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