The old digital marketing playbook is broken.

The way people find products, the ads we see, and the tools we use have completely changed in the last 24 months. Relying on old tactics is no longer an option.

This course is your new playbook. It has been rebuilt from the ground up for the 2026 landscape. We focus on the practical “hard skills” that New Zealand employers are actively hiring for.

The course is built around the three massive shifts that now control marketing:

1. Your Data: The end of ad-tracking “cookies” means you have to build your own audience.
2. Artificial Intelligence: AI is no longer just a writing tool; it’s running the entire strategy.
3. The New Search: People now “search” for answers on TikTok and with AI chatbots as much as on Google.

This course will teach you how to win in this new era.

Who Is This Course For?

This programme is perfect for experienced marketing professionals who know their skills need an urgent update. It is also ideal for anyone new to marketing who wants to learn the right skills from the start, avoiding the outdated tactics taught elsewhere.

What You Will Learn to Do:

• Navigate the new 2026 privacy and AI laws in New Zealand so you can market safely.
• Build an audience using “first-party data” – the only reliable way to work in a world without ad-tracking cookies.
• Understand the new “martech stack” and learn what a Customer Data Platform (CDP) is and why it’s become more important than a CRM.
• Master “Generative Engine Optimisation” (GEO): the new SEO. Learn how to get your brand recommended by AI search engines and chatbots.
• Create content that works for “Social SEO” – how Kiwis actually search for products and advice on TikTok and Instagram.
• Use AI “agents” to run and automate parts of your marketing campaigns, saving you hours of work every week.

2026 Course Outline

This 10-module structure follows the logical flow of modern marketing: from rules and data foundations, to the technology you need, to executing your campaigns, and finally to specialised deep dives for the NZ market.

Module 1: NZ AI Governance & Data Ethics (The New Foundation)

Before you do anything else, you must know the rules. This module covers the new AI and data laws for New Zealand, including the critical May 1, 2026 privacy update (IPP 3A) that all marketers must follow. You will learn how to use AI ethically and avoid the common mistakes that are costing other brands their customer’s trust.

Module 2: The Post-Cookie Data & Measurement Framework

Ad-tracking “cookies” are gone. This module teaches you how to do marketing without them. You will learn practical skills, like how to collect your own “first-party data” (using quizzes, loyalty programmes, and gated content)  and how new tools like “server-side tagging” and “Conversion APIs” help you measure what’s working.

Module 3: Architecting the 2026 Martech Stack

What tools do you actually need to buy and use? We explain the new “central brain” of marketing: the Customer Data Platform (CDP), which unifies all your customer data in one place. You will learn the crucial difference between a CDP (for marketing), a CRM (for sales) , and when to use a simple “all-in-one” system (like HubSpot)  versus a flexible “composable” stack.

Module 4: Generative Engine Optimisation (GEO)

Google search is no longer just a list of ten blue links; it’s an “answer engine” that gives the answer directly. This module teaches the new SEO, called GEO. You’ll learn how to get your brand, products, and ideas featured inside these AI answers. We will cover how to build “brand authority”  so the AI trusts you as a source, and why “E-E-A-T” (Experience, Expertise, Authoritativeness, Trust) is the most important ranking factor in 2026.

Module 5: Integrated Content & Community Strategy

Video, social media, and blogs aren’t separate channels anymore. This module combines them into one unified strategy. You will learn “Social SEO” (the practical skills to get found when people search on TikTok, YouTube, and Instagram), how to build a brand community to gather first-party data , and why sometimes the best marketing strategy in 2026 is actually an offline experience.

Module 6: AI-Driven Execution & Hyper-Personalisation

This is where we put it all together. This module teaches you how to use AI for much more than just writing content. You’ll learn to use AI for “hyper-personalisation” – the ability to make every email and ad feel uniquely relevant to each customer. You’ll also learn how new “AI agents” can start to plan and automate entire campaigns for you, giving you back hours of your work week.

Module 7: NZ Deep Dive: E-Commerce for Kiwis

This module focuses on the practical business of selling online in New Zealand. With the cost of living being a key concern, Kiwi shoppers are cautious. We will teach you how to build trust and sales by focusing on what they value most: product quality, free shipping, and easy returns. You’ll learn why loyalty programmes are critical for growth , as keeping an existing customer is 5-10 times cheaper than finding a new one. We will also cover how to build an “omnichannel” experience that connects your website, social media, and physical store.

Module 8: NZ Deep Dive: B2B & The Creator Economy

This module covers two specialised areas. First, B2B Marketing, which is about selling to other businesses. This requires a different strategy focused on long-term trust and proving value. We will cover the tools and tactics that work in NZ, especially how to use LinkedIn, which is a fast-growing and vital platform for B2B marketers in New Zealand. Second, we explore the Creator Economy (the new “influencer marketing”). You’ll learn why in NZ, “micro-influencers” with smaller, highly-engaged audiences often provide a much better return than big, expensive celebrities.

Module 9: NZ Deep Dive: Local & Regional GEO

How does a local plumber, cafe, or retailer get found in 2026? This module takes the “GEO” principles from Module 4 and applies them to local, “near me” searches. You will learn the practical steps to make your business the one that AI chatbots and search engines recommend to people in your area. This includes mastering your Google Business Profile, building a strategy to get more positive customer reviews, and getting “local citations” (mentions on local news and community sites) that build your authority.

Module 10: NZ Deep Dive: The 2026 NZ Skills Gap

This final module is about your career. We look at the data on what NZ employers are actually hiring for in 2026. A recent report shows that 72% of all skills in NZ marketing job ads are “hard skills” – practical, tool-based abilities. With New Zealand’s “digital readiness” score (28/100) lagging behind the global average (33/100) , having these specific skills gives you a powerful advantage. We will show you exactly what the most in-demand skills and tools are (like AI automation and HubSpot) , connecting everything you’ve learned in this course directly to your job prospects.

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TIMING

The NZ Digital Marketing Essentials 2026 Course begins on Monday 15 December, 2025.

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INVESTMENT

This ten-part online training course is available for $797+GST. However we offer an Early Bird Discount of $100 — pay just $697+GST for bookings received by Monday 08 December, 2025.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

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

If you would prefer to pay by bank deposit, or require an invoice, please send an email to info@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the NZ Digital Marketing Essentials 2025 online training course.

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

FAQ

How does the course work?

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

Is the course live?

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

What’s the course format?

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

How often are lessons released?

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

How long will each lesson take?

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

What happens if I need help?

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

What are people saying about these courses?

Feedback from previous digital marketing training course and workshop participants:

• It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
• I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it  – Nikki H.
• Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
• “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
• “thought the information within was outstanding” – Ed P, General Manager
• “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
• “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
• “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
• “Rapt with what I have seen of the course” — Julia R, fashion editor
• “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
• “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
• “I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer

Who is the course tutor?

Your instructor for this course is Michael Carney, one of New Zealand’s most experienced digital marketing practitioners and educators. As the founder and director of Netmarketing Courses, Michael has dedicated the last fifteen years to researching, creating, and delivering practical, relevant online training designed specifically for the Aotearoa market. His mission is to empower Kiwi organisations and marketers with the skills they need to thrive in a competitive digital landscape. To date, he has trained over 3,000 students through partnerships with leading industry bodies including the NZ Marketing Association, NZ Retailers Association, Tourism Industry Association NZ, and Hospitality NZ.

Course participants range from absolute beginners just starting to come to grips with digital marketing through to senior marketing professionals looking for Continuing Professional Development and seeking to stay up-to-date with the latest changes in the ever-evolving digital environment. Specific courses are offered for organisations of all sizes, from solopreneurs and small businesses through to local and central government bodies and large corporate businesses.

Michael has practical, hands-on experience with all aspects of digital marketing, from website creation to social media advertising, from strategic guidance and trend analysis to thought leadership. He has been online since 1987 and involved with digital marketing in all its aspects since the mid-1990s. He was an early adopter of Generative AI when ChatGPT launched in late 2022, and now has extensive experience with using AI for research, brainstorming, content creation, design, video creation and editing and what’s become known as “vibe coding”, using AI to develop web applications.

Michael’s expertise is built on a career spanning more than four decades, during which he has developed marketing and advertising strategies for many of New Zealand’s most iconic brands. His extensive client list includes The Warehouse, ANZ Bank, Lion Breweries, Griffins Foods, Sony New Zealand, Honda New Zealand, and Heinz Wattie. This deep, hands-on experience at the highest levels of the industry ensures that every course is grounded in real-world application, not just academic theory. He has held senior strategic roles in major advertising agencies, including National Media Director at HKM Advertising and Strategic Planning Director for The Media Counsel. He currently also is Digital and Strategic Director of the creative agency Good Gravy. 

Beyond his client work, Michael is a respected thought leader, published author, and industry contributor. He wrote the bestselling book “Trade Me Success Secrets,” which sold out its first printing in just six weeks, and has ghost-written several other business books on topics like digital transformation. For years, he chaired the Network of Digital Marketers for the NZ Marketing Association and he has been a regular magazine columnist for Marketing Magazine and other titles. This unique combination of in-the-trenches experience, proven teaching ability, and strategic insight makes him the ideal guide to help you master digital marketing.