Master digital marketing’s key components

If banner blindness is real, why then do advertisers continue to invest in an invisible medium? If click-through rates are so low as to be almost meaningless, how is this channel managing to consistently grow its share of ad spend in all developed markets and contribute strongly to digital reaching the number one channel by budget allocation in many of them? The digital landscape is complex yet the basic concepts and dynamics are simple. In this session, we demystify digital display media, answer the tough questions and explain why programmatic rightly deserves its favour among smart marketers.

Every brand, no matter what their size or who they are, publishes content in some form or other. From blogs to YouTube channels, e-books to custom magazines, even websites. It’s all content. This session discusses how content marketing works differently to traditional advertising and why that difference matters now more than ever.

When almost everyone is publishing content every day, it’s no longer enough just to add to the noise. Your brand’s content has to offer something more; it has to tap into what customers want to hear, not what your boss wants to say. Above all, it has to stand out if it is to be discovered and noticed by the very people you’re hoping to attract to your business.

From deciding what topics and types of content your potential customers might be looking for, to using your content to drive measurable strategic and bottom line outcomes, you’ll walk away with the basic concepts and tools to develop your own content marketing strategy.

Find out how to take your social media marketing outreach to the next level in this pointed session. The power of social ads goes way beyond just “Boost Post.” The world of traffic versus engagement advertising, sophisticated retargeting, custom audiences and website pixel installations will be completely demystified. In this up-to-the-minute session, social strategist Tiphereth Gloria will cover best practice and paid social advertising, across Facebook, Instagram, Twitter and LinkedIn, answering all your burning questions and providing pointed insight as well.

With machine learning algorithms and programmatic tools now deciding how media is planned, placed and tracked, understanding data is the foundation of the entire automated marketing stack. It doesn’t have to be scary, but like learning the basics of swimming, it can be life and death in the turbulent waters of today’s digital landscape.

This course takes you through how cookies work, what is replacing cookies, the basics you need to understand analytics and cross-device tracking through to how to navigate first party, third party and even second party data and the various tools that your business, from SME to Bluechip, can use for transparent, effective and compliant marketing foundations.

The search market is changing substantially. In this session, we explore how the 2 trillion global searches on Google can shape your marketing substantially and lead you to a path of greater success. Social media is now increasing the importance of social search alongside voice search as 1-in-4 Australians plan to use wearable device. This session will help you to understand the landscape and the tools to make sure you are capitalising on a substantially growing channel that has the power to boost your business.

In this session, we’ll cover the fundamentals of mobile marketing, from the technology of how (and why) it works to best practices for advertising, social and search applications.  We’ll also explore the ever expanding dimensions of mobile as marketing moves from traditional messaging approaches to native, live streaming and the internet of things.