Forget everything you thought you knew. That familiar September feel of a fresh start is a lovely notion, but for those of us in digital marketing, the lesson is clear: School is never out. The curriculum is being rewritten on the fly, and the only way to thrive is to be a student forever.
Welcome to the Digital Marketer's World, a place where learning never ends. Let's get our heads around the key subjects on the curriculum this term.
The Great SMS Rethink: From Broadcast to Conversation
Just when you thought you had a handle on your channels, Apple is rewriting the rules of engagement. With iOS 26, marketers are facing a new reckoning as brand messages are pushed into an "Unknown Sender" filter. For years, SMS was a direct line to your customer's pocket; now it's a potential dead end. The lesson is clear: Endless broadcasts aren't enough. Brands must move beyond mass campaigns and become a "known sender" by providing messages that are so personal and valuable, your customers want to save your number.
Learn more: MarTech: ‘iOS 26: Apple’s SMS update could hurt engagement’
AI & Agentic Commerce: Your New Customer Is A Bot
This isn't some futuristic flight of fancy; it's happening right now. In Latin America, WhatsApp has become the de-facto eCommerce platform, with businesses using it to manage the entire sales pipeline from chat to checkout. It's a practical lesson in how conversational tools are becoming a key driver of commerce. Google's new Agent Payments Protocol (AP2) takes this a step further, preparing for a world where AI bots handle online shopping autonomously. This subject teaches that you need to be ready for a world where the customer isn't a person but an agent working on their behalf.
Read here: Techloy. : 'How WhatsApp Business is transforming e-commerce in Latin America'.
The New Search: Generative Engine Optimisation (GEO)
You might have a degree in SEO but this is an entirely new field of study. A recent report revealed a significant skills gap among marketers in this area, with many unprepared for a reality where consumers get their answers directly from AI summaries, not by clicking links. This course on GEO is critical. It will teach you how to optimise your content so it's not only found by AI but also selected and included in its direct responses. The new goal is no longer just ranking on page one; it's getting your brand cited within the answer itself.
Explore topic: Search Engine Land: ‘Marketers aren’t ready for GEO: Survey’
Creative-led Personalisation: AI Is A Tool, Not A Strategy
While AI can help you create content faster than ever, it's not the silver bullet. The real challenge is scaling personalisation. This class teaches that the missing link is a robust, cloud-based content supply chain that allows you to move at the speed of AI. You'll learn to use AI as a tool, not a solution—enabling you to produce the volume of creatives needed for relentless testing and optimisation.
Dive into it: MarTech: Think AI can scale personalization alone?
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