Mediaworks Digital Masterclass

When Google launched Performance Max in 2022, the technology giants primary focus was on educating and increasing adoption of ecommerce marketers. B2B marketers weren’t nearly as broadly impacted by the move to Performance Max, since their old campaign structures remained unchanged. As Google moves towards machine learning and AI-driven technologies however, B2B marketers need to understand the be...

Welcome to our Halloween Edition of the Mediaworks Digital Masterclass where we’ll unmask the scariest marketing faux pas! Just like in the haunting tales of Halloween, these bone-chilling blunders become the stuff of nightmares, leaving indelible scars on the marketers involved. Join us for this spine-tingling journey to unearth lessons from the darkest corners of marketing history! We’ll peek in...

Your website is more than just a digital platform; it serves as the cornerstone of communications with all of your stakeholders. In today's increasingly specialised digital environment, it easy for businesses and marketers to overlook key opportunities that could enhance their website's impact on their market. In this Mediaworks Digital Masterclass, we've gathered a panel of experts sp...

This week our expert panel discussed the glittering opportunities of the festive season, explored the shifts they’re seeing in consumer buying behaviour, and shared their campaign advice for marketers looking to sleigh their way to success. This year tune in and master the art of making your marketing glitter and sparkle!

Black Friday weekend is still the busiest e-commerce period of the year. Last year, Black Friday deals eclipsed Cyber Monday by over 50%, breaking £9 billion in sales. The outlook for e-tailers is mixed, with research showing that 77% of UK shoppers surveyed stated they would do the majority of their festive shopping online. Economic pressures are likely to increase competition, with 80% of online...

Join us in this episode of the Mediaworks Masterclass, where we discussed user-centric design from vision to realisation in the ever-evolving digital landscape. Our panellists discussed their views on the cornerstones of user-centred design, offering key concepts, practical tips, and a comprehensive overview of its benefits. They discussed the step-by-step process of how they apply user-centred de...

Join us for an enlightening discussion on the intricacies of lead generation marketing in the digital landscape.  In this Mediaworks Masterclass, our expert panellists delved into the often-overlooked insights, hacks, and strategies that contribute to successful B2B and B2C lead generation campaigns.  Gain valuable knowledge on identifying target audiences, crafting compelling offers, leveraging d...

We find ourselves amidst a summer filled with unforgettable sporting events - the British Grand Prix, The Ashes and Wimbledon have us captivated, and we still have the Women's World Cup and Rugby World Cup on the horizon. As the media fixates on these and other cultural phenomena, including those that aren't sports related, how do we as marketers take advantage? Join us in this exclusive M...

Join us on the Mediaworks Masterclass as we celebrate GA4 Independence Day as our expert panellists share their experiences and insights on supporting clients switch from Universal Analytics to Google Analytics 4. We’ll discuss the pros and cons of GA4, along with invaluable hacks and watch outs for SEO, organic tracking, paid campaigns, affiliate campaigns, Google Ads, and campaign tracking. We’l...

Generative AI has the capability to revolutionise Search Engine Optimisation (SEO) by analysing vast amounts of user data, enabling advanced content generation, personalising search results, improving keyword research, and contributing to an enhanced user experience.  In this episode, we explore the vast opportunities, short term challenges, and potential pitfalls of leveraging generative AI in th...

Data-driven attribution has emerged as the most popular attribution model for automated bidding in Google Ads. By crediting conversions to multiple touchpoints along a customer's journey, businesses can gain deeper insights into the channels and strategies that are delivering the most impact.  In this digital masterclass, our performance marketing experts will take a deep dive into the world o...

In today's fast-paced digital landscape, staying ahead of industry news, trends, and events is crucial for businesses seeking to establish themselves as thought leaders and gain visibility among their target audience.  In this digital masterclass, join our expert panel as they delve into the world of reactive digital PR and share valuable insights on how your company can leverage it for short-...

Over the last couple of weeks, we have been talking all things TikTok!  This will be the final episode of our TikTok Masterclass series, which has seen our experts discussing the best strategy and content tips to grow your business on the platform. This time our experts held a live Q&A session to answer any questions. Join our experts for a roundtable session on the short form video platform t...

With the meteoric growth of short-form video, brands are challenged to prioritise creativity more than ever to capture an audience’s attention. High-quality brand campaigns are critical, but emphasis is shifting towards the delivery of authentic and Lo-Fi relatable content.   For marketers a shift from polished branded content to TikTok videos created for trending sounds, TikTok Communalities and...

TikTok is not just shaping a generation of social consumers, it’s also combining the worlds of community, commerce, and entertainment. Marketers have the opportunity to reach new target audiences with entertaining creative and authentic interactions that can turn hearts and minds into likes, shares and, ultimately, conversions.   In this masterclass, our panellists will share their tips and tricks...

The most effective way for a company to increase its market share is to create an integrated strategy for marketing and branding. However, not all companies start with equal market share and brand equity.    Strategies and tactics of new entrants, challenger brands, brands in decline or market leading brands all differ and the effectiveness of their efforts can be impacted by market dynamics, comp...

Prioritising memorable creative content is critical to building an effective long-term link with your audience with your products or services. Differentiation has long been one of the most powerful tools in cementing your brand in your customers minds and arguably, the best way to do this is through emotional, brand-building campaigns. In this masterclass, our panellists will debate the role creat...

The success and impact of the greatest marketing functions isn’t all about strategy. It's also executing and maximising the impact of your budget - achieving your organisations objectives, by choosing the most cost-effective and impactful options for your company. Tracking your budget’s impact against your goals and allocating where appropriate is key for balancing budgets on a regional, national,...

The impact of corporate short-termism has been the subject of ongoing debate amongst leaders in business for over 40 years. Many argue that companies who use excessively short time horizons that place too much emphasis on annual, quarterly, monthly and weekly sales targets at the cost of long-term sustainable growth. A campaign that drives volume in the short term is often deemed a success, but th...

Aggregating your prospective buyer types into groups of segments with common needs and traits offers marketers the opportunity to better communicate the value of their products and services to each group, increasing customer acquisition and market share. Navigating the increase in dataflows and touchpoints generated from increased platforms and devices to identify significant segments can be chall...

As marketers, we should always look for improvements to implement in the next campaign. That could be embracing the newest channel, understanding the latest trend, or adopting essential tools to take your marketing performance and knowledge to the next level. This Valentine’s Day, our panelists discussed the marketing tools, influencers, and recent campaigns that they love most!

Since its launch by OpenAI in November 2022, ChatGPT has dominated the tech media headlines. The multi-talented chatbot has the ability to write code, generate reports, translate content into different languages and answer a wide range of questions. Short of juggling, its reported talents know no ends, seemingly providing users with a tool to complete hour long tasks in minutes – but is it really...

On average, today's consumer uses more than 5 channels before making a purchase – this uptick in digital adoption has made customer journeys even more complex and nonlinear. While this shift comes with its own challenges, it does appear to benefit eCommerce: eCommerce sales saw a 27.2% increase in 2020, followed by a 14.2% increase in 2021. While eCommerce is booming, the cost to acquire customers...

TikTok has been named the fastest growing social media platform of all time, making it a phenomenon that brands can no longer ignore. With that comes uncertainty on how to navigate this new avenue of marketing. Our brand and social experts discuss if TikTok is right for your audience, what a TikTok first strategy really means, organic tactics and paid opportunities, and what’s next for TikTok in 2...

As we enter 2023 with the UK in an economic recession, almost all organisations face the challenge of building plans that will react, pivot, and overcome the unique challenges they face. Whilst many businesses are tempted to cut marketing costs in a recession, initial research indicates that most C Suite Executives are aware that companies that bounce back in a stronger position from previous rece...