SEO, PPC & Paid Social Seminar 20 Nov 2025

This talk delivers a practical perspective on working effectively with AI systems as genuine collaborators, moving beyond hype to real-world application. We’ll explore the distinct personalities and quirks of different AI models—understanding their strengths, acknowledging their limitations, and learning how to adapt your approach for exceptional outputs. You’ll discover proven techniques for framing problems and building productive relationships with these capable but occasionally frustrating digital colleagues.

This session will cover a range of strategies and tactics to drive better quality leads from your marketing. From using paid media to generate top of funnel momentum, through to connecting online vs offline efforts, you'll leave with an actionable set of recommendations you can implement right away to see improved performance.

Campaign measurement is becoming increasingly difficult to analyse in a privacy centric landscape. Add in multiple marketing channels at different stages of the consumer funnel, and the campaign data can be difficult, albeit impossible to decipher. Davina will walk you through the optimal data points to measure cross-channel efficiencies at all stages of the marketing funnel.

In a world where media channels multiply, data multiplies, and consumer behaviour shifts overnight, marketing leaders must find ways to connect to customers. We’ll explore common mistakes made by brands and how to move to an integrated media strategy powered by personalisation of media strategy, assets and comms – establishing relationships that last beyond the checkout.

Many brands think of paid social as completely different from organic social content. This doesn’t need to be the case. Organic content is critical to unlocking optimal results on paid social activity across the funnel. Justin will talk through both the practical problems that leveraging organic content can solve as well as case studies across a range of categories demonstrating how performance accelerates when content aligns.

Traditional silos between Brand, SEO, and Social teams in your business are limiting discoverability. This session unpacks a brand-led approach to search strategy, one that unifies the efforts by your digital teams around a singular vision of a brand's visibility. Using real-world examples and insights from deviation's Search Everywhere® approach, Ashley will explore how brands can build authority across platforms, from Google to TikTok to Reddit to AI/LLM, by aligning narrative, data, and distribution.