Digital Marketing 101

Digital Marketing 101


Too many NZ businesses still aren't online (47% of small businesses, according to a recent MYOB "State of the Digital Nation" Special Report). And even those who are online have only a limited understanding of Digital Marketing and how they can promote their business through digital activities.

That's unfortunate, because Digital Marketing is now New Zealand's most important advertising medium.

According to the NZ Interactive Advertising Bureau, New Zealand digital advertising revenue now represents 60% of total NZ advertising expenditure. Here's how the medium has grown over the past several years, in terms of advertising turnover:

NZ Advertising Industry Expenditure 2012-2022 (Millions)


In other words, Digital Marketing is now the most important skill to master.

So we've drawn on our (gulp!) 30 years of online experience to introduce our first ongoing course, DIGITAL MARKETING 101, to take participants from a standing start (knowing very little about Digital Marketing) through to more advanced topics building on earlier lessons.   DIGITAL MARKETING 101 runs weekly across six months, and covers:
  1. Introduction to digital marketing The basics of Digital Marketing and what you need to know to promote your organisation and your brand online. In this lesson, we cover Digital Marketing Options available in the NZ marketplace and discuss which are the most important (based on your target market and your brand objectives).
  2. Developing a web presence In Lesson Two we discuss the various ways in which you can build your presence online (we assume that, like most NZ businesses, you're operating on a shoestring so mostly we talk about free or low-cost options). We also look at the key online elements you should claim to ensure that you own your brand identity online.
  3. Claiming your Google Business Profile page In Lesson Three we cover the strategic importance of your Google Business Profile page (formerly called Google My Business) -- it's how you tell Google your key information -- and exactly what you need to do to claim that page.
  4. Understanding the customer journey The customer journey (also Customer Journey Experience, Customer Engagement Cycle) refers to the stages customers travel through in their relationship with a specific brand (as defined by DJS Research). In this lesson, we step you through what you need to know to map out your brand's customer journey and market accordingly.
  5. Creating a digital marketing calendar As you market online, you'll quickly realise that you constantly need to create fresh content, to feed your web pages, your emails, your social media posts, press releases and other online information -- Google loves fresh and so do your customers. But what can you talk about (you can't only talk about yourself, as you'll soon discover). In this lesson, we talk about how to create a digital marketing calendar (and what to talk about).
  6. Secrets of effective outsourcing If you don't already have existing arrangements with marketing suppliers, don't miss Lesson Six. In this lesson, we talk about where you can turn for effective (and cost-efficient) marketing assistance, how to choose reliable suppliers and exactly what you should outsource to propel your business forward.
  7. Mastering email marketing It's the oldest digital marketing tool of all, but it's still the most effective for most target audiences. In this lesson we talk about email marketing strategies and best practices, and the tools you should use to promote your business as effectively as possible through email.
  8. Lead generation principles Generally speaking, as a business marketing online, you either want online buyers, online followers or online leads (those prospects who will convert into buyers later). In this lesson, we listen to highly-experienced digital marketers and draw on their collective wisdom to understand the best ways to generate leads (and turn them into buyers, consistently and efficiently).
  9. Search engine optimisation (SEO) 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). In essence, if you want your prospects to find your web pages, those pages need to contain content that prospects are looking for. In Lesson Nine, we explore the How, What, When, Where & Why of SEO.
  10. Pay per click search advertising Not 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 (previously branded as Google AdWords) and other Pay Per Click advertising tools.
  11. Social media marketing explained Once upon a time -- up until about 2012 -- if you had a Facebook page and posted content to that page, all of your followers would see it. Sorry, not any more. In this lesson we explore exactly what you need to do to build an effective presence in social media.
  12. Creating effective Facebook posts What really works on Facebook these days? We spell out the characteristics of successful Facebook posts and identify 20 different posting formats that get noticed and get shared. Then we review the types of posts worth sharing, accompanied by a wide range of examples.
  13. Conversion optimisation In Lesson Eight, we talked about Lead Generation. In this lesson, we focus on what you need to do to convert those leads into sales. Every little improvement turns into extra dollars, so it's definitely worth the effort optimising your conversion rates.
  14. What you need to know about Content Marketing According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. It's particularly relevant to B2B marketers, but it's important for B2C as well. In this lesson we explore the principles of content marketing, including Creation, Curation and Content Pillars.
  15. Finding Kiwi influencers to promote your products Influencer Marketing has come from nowhere to become a hot buzzword these days, as more and more businesses turn to "influencers" -- those who have already developed their own followers, especially in social media -- and sponsor posts to promote their products. In this lesson, we explore the Dos & Don'ts of Influencer Marketing, and how to find Kiwi Influencers.
  16. What you need to know when writing for the web Writing online copy has become more important than ever -- but there are processes to follow, and structures and formats that are forced on us by the various digital media channels. This lesson covers the key facts that you need to know when writing for the web, including the seven deadly sins you need to avoid.
  17. Mastering Visual Marketing Images and visual concepts are processed 60,000 times faster in the brain than text, according to 3M Corporation research. Add in our seven-second attention span (shorter than goldfish now) and it's quickly obvious why visual marketing has become so important online. In this lesson, we explore how you can use visuals to multiply the effectiveness of your online content (and free and low-cost tools you can use).
  18. The basics of video marketing 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.
  19. Moving to Mobile First In his book “The Third Screen“, Chuck Martin points out that “the world gone mobile is not a simple story of technological change, it is a story of fundamental shifts in consumer behaviour that are forever changing the practice of marketing and how you should view its application with your business”. In this lesson, we talk about why "Mobile First" -- ensuring that your content looks good on mobile devices, even before you see how it looks on a desktop device -- is now essential.
  20. The principles of selling online More than half of New Zealand (58%) now buys products online! Seven out of ten Kiwi internet users aged 25-44 purchase online — and 94% of NZ web users who research items online (even if they eventually buy the products offline). In this lesson, we introduce you to the principles and practices of effective ecommerce.
  21. Mastering Google Analytics It's free, and it's packed full with information that can transform your digital marketing efforts. We're talking Google Analytics, and a great many online marketers use the free Analytics service to track the performance of their digital marketing. In this lesson, you'll discover exactly what you can learn from Google Analytics and how to master it (even if you hate maths and stats).
  22. Considering native advertising The technology known as Adblocking can cause havoc for digital marketers, with ads stripped from web pages before users can see them. Native advertising -- ads that mimic the editorial format of the pages on which they appear -- is one of the more powerful ways to combat Adblocking. Of course, it's not new. In the old days, we would have called it Advertorial. But these days it's more prevalent, and more valuable, than ever.
  23. Marketing through messaging apps Messaging Apps, also known as Dark Social, have gone from strength to strength in recent years, with Facebook's own Messenger and WhatsApp leading the way. In this lesson, we explore Messaging Apps and tell you what you need to know to use them effectively for marketing purposes.
  24. The new importance of consumer reviews The customer has gone from being always right to now always having an opinion -- and, through social media and specialist sites such as TripAdvisor, Yelp and even Trade Me, now having a direct and powerful influence on their peers. Look no further than, where one-star and two-star reviews can quickly kill a product. In this lesson, we look at customer input, how you should monitor it and what you can do about negative ratings.
  25. When to use marketing automation Marketing Automation -- software tools designed to handle repetitive tasks such as emails and web actions -- can improve your efficiency and even (if used effectively) enable you to take actions that would otherwise not be possible. In this lesson, we explore the capabilities of marketing automation platforms and consider if and how you might use them in your business.
  26. Key new marketing technologies In this lesson, we peek into the digital marketing technologies of today and tomorrow, including such topics as programmatic advertising, voice search, chatbots & Artificial Intelligence. The digital tools are getting smarter and smarter, and you need to keep track of what's possible (and what's inevitable).
Please note: all materials are online and can be accessed anytime 24/7, so you don't have to make yourself available at a specific time to take this course.  


Any NZ marketer or business owner who needs to understand and master Digital Marketing.


Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:
  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C


This course has been created and is tutored by Michael Carney. Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications (and especially in the digital space). Michael has been in the marketing game since 1971, online since 1987 — and can be variously described as a digital marketing trainer, adman, media director, strategist, researcher, copywriter, consultant, playwright and dad. He is probably best known for his many years as Media Director of a number of leading NZ advertising agencies, including MDA Mackay King (now Saatchi & Saatchi) and HKM Rialto (since merged with Colenso BBDO). More recently he worked in strategic roles with MediaCom New Zealand and Grey Worldwide and was Strategic Planning Director for the Media Counsel before setting up Netmarketing Courses. Michael is also the author of “Trade Me Success Secrets: How To Buy and Sell Effectively on NZ’s Favourite Auction Site”, now in its second edition. Michael was chairman of the NZ Marketing Association’s Network of Digital Marketers from 2009 until March 2013.  


This course begins on Wednesday 31 July, 2024.  


This ongoing online training course is available for $497+GST per month (and you can cancel at any point). However we offer a monthly EARLY BIRD DISCOUNT of $100 +GST — pay just $397+GST ($456.55 including GST) per month for bookings received by the end of Wednesday 24 July, 2024. Bookings are confirmed on receipt of payment. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

sign up now Your credit card will be billed monthly by PayPal for six months. If you require an invoice, please send an email to with your requirements.


If you wish, you can save a further $500, by paying for the full six-month course in advance: pay just $1882+GST for payment received by the Early Bird booking deadline noted above.

Click here to pay for the full six-month course via PayPal. Again, If you require an invoice, please send an email to with your requirements.


You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Digital Marketing 101 online training course. If you have any questions, or would like more information, please email us at