Mediaworks Digital Masterclass (Mediaworks)

The dial is being turned up on the impact of audio marketing as the adoption of digital audio platforms continue to skyrocket. Savvy marketers are following consumers by turning their attention to audio channels.

Our expert panellists discuss all things audio marketing. They’ll take you through the ‘best of’ marketing initiatives to consider when amplifying your brand.

Search engine optimisation and brand awareness efforts are often planned separately, which can lead to a disconnect between a business’ SEO and brand strategy. In reality, the majority of purchase decisions start with an online search, and the role of brand is crucial to driving new business through increased search visibility.

In this digital masterclass, our team of SEO and brand experts explore the relationship between search and brand. They discuss practical hacks to improving your search visibility by harnessing the power of your brand. They also explain how you can increase market share by capitalising on the awareness of your brand when potential customers start their search.

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-term brand affinity and long-term marketing benefits. 

They’ll discuss the proven tactics to effectively respond to events or trends in the digital space, learn how to identify reactive opportunities and implement these tactics to position your company as a trusted authority in your industry, drive website traffic, and enhance your SEO performance. 

The B2B buying journey is often complex, with multiple decision-makers and marketing touchpoints. Businesses who stand out through targeted PR campaigns will build stronger brand recognition and affinity to maximise their long-term sales.

In this digital masterclass, our PR experts outline the five steps to make your corporate communications stick in your target decision-makers' minds. They’ll discuss:

• Identifying the topics that really matter to your audience
• Understanding your audience - how to establish target personas
• Generating insights - sourcing and crunching the right data
• Be different - how to create unique messaging
• Executing targeted and impactful amplification

The power and importance of creative within Google Ads is only set to increase, alongside the use of smart automation that is now at the heart of all thing's performance marketing.

This has been clear and apparent through recent examples such as the now complete roll-out of responsive search ads becoming the core ad type through search, and the imminent full auto-upgrade roll-out of Performance Max.

Join our experts to improve your campaign performance as they discuss the role creative intelligence plays in enabling you to adapt and grow your business, the mandatory auto-generated content in PMax, Ad Rank factors, and creative best practices for ad formats within when Google will use to mix and match your content.

The power of affiliate marketing continues to grow with spend contributing toward 16% of all online orders. The United States, Japan and Germany are leading the way with 81% of marketers leveraging the power of commission-based affiliate marketing. In the UK however, many marketers have not fully capitalised on the power of this low risk but highly lucrative channel.

Our affiliate and paid marketing experts show you how to take your affiliate marketing to the next level. They share key hacks to drive long-term revenue through an optimised affiliate marketing programme, including:

- Building positive, long-term affiliate relationships
- Understanding the approach to profitable and sustainable growth through the channel
- Analysing performance of affiliate marketing in the context of your wider marketing mix

The accelerating power and impact of video marketing has been well documented. However, 84% of marketers still perceive video as the most difficult content to create.

While most marketers have a strong fundamental understanding of video as a communication tool– few have established a deeper objective behind maximising its potential.

Our expert panellists offer a practical guide to creating a market leading video strategy. They cover the key steps, trends, tools, and innovations that marketers should incorporate to create a video strategy that will ensure you stand out in your market.

Mediaworks focus on trends impacting the higher education sector right now.

The team are joined by special guest, Dr. David Norris, former Associate Dean at Teesside University to discuss the impact COVID-19 is having on prospects decision making, university open days and the clearing process.

David, also shares the current landscape in Higher Education marketing and how that will be impacted long term due to the current pandemic.

Black Friday 2021 is set to dominate the online retail calendar once again. Last year, digital acceleration brought on by the COVID-19 pandemic saw global ecommerce sales grow by 28% year on year. As the world shifted to online retail, so did the volume of declined payments impacting e-tailers bottom line.

We welcome expert panellists from Signifyd, the world’s largest provider of guaranteed fraud protection, to discuss innovative methods of conducting payments.

We cover:
• How e-tailers can boost Black Friday revenues by avoiding payment platform declines
• What post-Brexit payment strategies marketers should implement when expanding into new regions
• Why UK marketers should be aware of impending payment legislation changes in 2022

In the market of B2B, focus on demand generation and sales initiatives can provide a surge in short-term sales for buyers in-market, but what about 95% of your target market currently out of the market? Can building your brand deliver long-term growth, influence your decision-makers and repeated exposure of your brand?

In this digital masterclass, our brand experts discuss:
• When to rethink your funnel and sales objectives
• Why and when creative generates a competitive advantage for B2B brands
• How to maximise your reach mostly against out-of-market buyers, not in-market buyers
• What to do to ensure you’re first to mind when a buyers moves into the market

As we move from crisis management to future planning, Mediaworks Founder and CEO, Brett Jacobson and CTO, Dan Hoggan will share an action plan on how you can be agile and adapt your marketing approach based on potential digital opportunities and threats as we emerge from lockdown.

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!

Our next Mediaworks Masterclass is dedicated to Video, 3D and FOOH (that’s Faux Out of Home) and the amazing effects you can achieve, even on a smaller budget.

Join our experts as they share their secrets to success, showcasing how creativity and technology can come together to produce breathtaking results.  

Experts from Mediaworks drop in to discuss how brands should tailor their online experience to suit consumer behaviour in the "new normal". The team explain the impact COVID-19 has had on online user engagement, as well as sharing top tips to delivering a memorable experience for new and existing customers.

Programmatic advertising ensures your budgets work harder and smarter by utilising data modelling and machine learning to inform real-time bidding and expert retargeting. This ensures your advertising budget is spent in the places that are proven to convert potential buyers into paying customers.

Leading global programmatic provider AdRoll joins paid specialists from Mediaworks to discuss how programmatic advertising can represent a source of competitive advantage. They explain how you can deliver personalised advertising to new and existing target audiences that keep your brand front of mind throughout the entire customer journey, increasing your return on investment.

Changes in the e-commerce landscape and consumer behaviours are shifting rapidly. The biggest change by far is the way in which consumers shop today.

The growth in digital commerce and online shopping means that consumers have more buying power and greater choice than ever.

Retailers who truly understand their customer’s journey, needs, and expectations, and who build appropriate service models by looking across every customer touchpoint and stitching data across their business, will drive lifetime value and increase profits.

Mediaworks and supply chain management solution provider Elanders team up to break down the strategies for driving recurring revenue through data-driven marketing and merchandising campaigns, they discuss:

• Harnessing 1st Party data to create personalised and targeted marketing strategies.
• Analysing returns data to help evaluate the true cost of the returns.
• Managing the obsolete stock process by boosting visibility of available products in the returns process.
• How to retain profitable customers by implementing an effective outbound and returns logistics process.

Your website is at the heart of all your businesses marketing. It is always on, always searchable, and is the first point of reference for contact information, sales, support as well as your product and service content. Because of this, it is critical it works effectively.

To maximise its impact, early consideration of all aspect of search engine optimisation into any new design and project build is the key to capitalising on future cost efficiencies, optimising your online performance against your competition, and enhancing your user experience and customer journey.

In this digital masterclass, our experts will discuss the key principles of building your website:
- Analysing customer personas and search patterns
- Understanding how you rank against competitors and how to outperform them on search
- Building a website that dominates the front pages of search for your products, services and brand in your marketplace

Mediaworks host a panel discussion with marketers from across the UK to provide advice on how best to communicate with your audience following the Coronavirus outbreak.

Black Friday 2021 looks set to dominate the online retail calendar, with digital continuing to play a critical role in your customers’ shopping journeys. Businesses must start preparing and be ready to compete with more customers choosing to start their Christmas shopping earlier.

In this digital masterclass, our paid search specialists discuss:

- Starting early and grabbing the attention of your customers from competitors
- Being visible right across the customer journey from discovery to purchase
- Preparing for change with short-term shifts in consumer demand

Research shows that 86% of buyers are willing to pay more for a better customer experience, but only 1% believe that businesses consistently meet those expectations. As more and more people move to product and service delivery online, those organisations that can evolve and reimagine their customer experiences in a digital world will set themselves apart from their competition.

In this Mediaworks Digital Masterclass, our panel of experts will explain why now is the time to shift your focus across the board to your customers.
 

They’ll explain why customer experience should no longer be the sole responsibility of your support teams, and they’ll share their top hacks in improving customer experiences, helping you to build a better relationship with them and drive the growth of your bottom line.

Google's Performance Max campaigns allow you to promote your business across all Google Ads inventory. According to Google, you can therefore show up for more customers and drive more conversions based on your goals.

As one of the top 1% of UK agencies ranked through Google’s Premier Partner status, Mediaworks received exclusive BETA access to Performance Max for a number of months prior to general release earlier this year.

Our paid experts share their early findings of utilising this new functionality across our diverse portfolio of clients. They run through the pros, cons, and key takeaways for brands and businesses when preparing to adopt and capitalise on Google’s new opportunity.

Content is at the core of every effective marketing campaign. Creating content that stands out with your audience, gets them engaged with your brand and cuts through the noise in a cluttered marketplace, can be the difference between your marketing programmes generating strong returns, or losing out to your competitors.

Our panellists discuss what it takes to plan and execute content that grabs your audience’s attention and drives them to action.

The rapid digitisation of the healthcare industry post-covid, has forced many consumers to use online channels for additional information and support.

Marketers in the healthcare industry can sometimes struggle to build a meaningful social media community due to the regulations within the sector. The creative and regulatory boundaries for consumer healthcare organisations is a fine line which marketers may be wary of when planning and creating social media content.

Social Media and brand experts from Mediaworks and PAGB guide you through best practice for social media marketing in the consumer healthcare sector. They discuss how to utilise social media creatively to engage with their consumers and build a trusted community.

With many marketers not fully capitalising on the power of affiliate marketing, there is still significant opportunity to invest in the ultimate low risk, highly lucrative channel to increase market share.

Understanding the threats and opportunities within your sector is essential for growing your business in today’s digital landscape.

Our affiliate and paid advertising experts walk you through the latest trends and industry insight helping you tap into the emerging trends within affiliate marketing.

They discuss their insights of key sectors including:
- Retail & Consumer Goods
- Higher Education
- Financial Services
- Cosmetics & Pharma
- Automotive

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 that has changed the social media landscape forever. 

Join us in this exclusive Mediaworks Masterclass webinar where we’ll share our highs and lows for 2023, discussing our favourite campaigns that left a mark, the biggest industry trends that shaped the year, and the most significant headlines that made waves.
Tune in to the final Mediaworks Masterclass of the year, as we explore the hype, breakthrough campaigns, noteworthy news, and game-changing technology developments that defined the last twelve months. Whether you're a marketer or simply curious about the marketing world, this episode is your front-row seat to a year of innovation, challenges, and successes.

Each year, marketers from across the world gather to watch Google Marketing Live to share best practices and learn about the latest Ads and Commerce innovations.

This year Google revealed new ways for advertisers to drive results today and build resilience for tomorrow. Key talking points centred around Ad Formats, Automation, Insights, Privacy & Measurement, Retail and Video.

We are joined by experts from Mediaworks and Google to review the key takeaways and critical points every marketers needs to know about from one of the biggest industry events of the year.

As businesses around the UK navigate an uncertain economic forecast, PR can be an incredible asset to your brand’s reputation management.

Effectively communicating with your audience during turbulent times is critical to navigating your way with customers and can earn long term loyalty through the good times and the bad.

In this digital masterclass our PR experts discuss:
- A market overview in an ever-changing economic and political climate
- Why people’s temptation in times of hardship is to retract, especially at the top of the funnel
- The doom and gloom narrative – embrace it or try and cut through?
- How brands ‘won covid’ by getting on the front foot with their communications when the world stopped
- How stressful times tests your communications plans to the max

Is your marketing newsworthy? Executing campaigns that attract media and influencer attention is the holy grail of every marketer. Creating intriguing content that engages with existing and potential customers whilst connecting your brand with audiences is the hallmark of every great campaign.

Our panel of experts from content creation, PR, brand, design, and social community management assemble to discuss how to create a content machine that positively impacts your full customer journey, from awareness to conversions.

Trends allow brands to break the boundaries of the market, with never-ending new ideas and opportunities. It’s crucial to understand and experience trends if you want your marketing campaigns to succeed.

Keeping up with these changes isn’t always easy, but to succeed in a fast-paced marketing world and maintain a sense of relevance with your audience, it is vital to stay ahead.

In this digital masterclass our experts will review the trends and headlines that played a role in 2022, from Metaverse, de-platforming, The Queen’s funeral, and more, this masterclass will dive into how all social aspects impacted marketing.

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 shoppers expected to pay more attention to prices than previous years and 50% likely to reduce spend on prior years due to current economic uncertainty.

Join our Mediaworks panel, as they discuss their predictions and planning tips for Black Friday 2023. They share their analysis and insights of last year’s data from partners including Google, Microsoft and the IMRG. Identify growing trends, key tactics and actionable tips to help you maximise this critical shopping event.

Data shows you more than just what your customer is doing – it can show you what they’re thinking. Crack that code and you’ll be two steps ahead of the game.

By utilising data and psychology, you can understand why customers act the way they do on your website and use that knowledge to adjust and improve your platform. Unlock insight into your audience’s habits, behaviours, and purchase preferences and use it to create a competitive advantage. Take your conversion rate to the next level!

Our CRO and Insights experts show you how psychological principles and data-led experimentation can reveal unique methods to grab attention, eliminate friction, and create the perfect purchase journey to maximise return.

SEO isn’t a single destination – it’s an ongoing journey through constantly changing conditions and competitive threats. Achieving positions on page one for your key categories is just the start of your journey; establishing long-term primary positions is key for future growth.

In this digital masterclass, our SEO and Digital PR experts break down the roles of tech, data, and creative content in building the perfect SEO strategy. They discuss:

- The best benchmarking techniques for your current SEO performance
- The most efficient techniques to earn authority through high-value link building
- Why delivering technical excellence is vital in driving user-first experiences
- How to own your market’s conversation with the correct content strategy
- Leveraging brand fame and search rankings to dominate search traffic

Disney, John Lewis, Aldi, Boots, and of course, Coca-Cola! This is the time of year when the biggest brands compete for our emotions and tears during the run-up to Christmas. Following a subdued 2020, brands are back this year with an optimistic and cheerful series of adverts as families reunite and stories of hope and positivity take centre stage.

Our panel of experts unite to discuss their favourite festive ads of 2021. They share their thoughts on the best Christmas ads of the year and break down the elements of great storytelling, and the production elements that make each of our favourite adverts stand out.

When you hear the sleigh bells play on the podcast, check out the links below to view the ads:

1. Tesco https://www.youtube.com/watch?v=0P7QSCLtRwI

2. Barbour https://www.youtube.com/watch?v=W5oseavlqbE

3. JD Sports https://youtu.be/sQ_ljcVXnUI

4. Lidl https://www.youtube.com/watch?v=SfexHlJ-BVU

5. Co-op https://www.youtube.com/watch?v=lYehD-VniBE

Merry Christmas from everybody at Mediaworks!

The landscape of SEO and link building is always changing, and today, the importance of building domain authority through high-quality links has never been so critical to business growth. The need to understand and implement high-quality media placements is essential to outrank your competition and grow your business online.

In this week’s Digital Drop-In, Mediaworks SEO experts breakdown how and why building domain authority through relevant and quality backlinks is essential to generating sustainable organic traffic and long-term business growth.

In this episode of the Mediaworks Digital Masterclass, our experts dive into the ever-evolving world of PPC advertising. Discover how automation and AI are revolutionising bid management and campaign optimisation, enabling marketers to achieve superior performance and efficiency. 

Learn about the emerging technologies that will shape the future of PPC, and gain strategies to stay ahead of shifts in consumer search habits. 

Our experts also share practical tips to boost your PPC campaign ROI, integrate PPC seamlessly with other digital marketing efforts, and prepare your business for the privacy-first advertising landscape. 

Tune in to arm yourself with the latest insights and strategies, ensuring you stay competitive and maximise your advertising impact in the dynamic world of PPC.

In this Digital Drop-In, our panellists discuss the core principles of successful conversion rate optimisation (CRO) and why it has never been so important to your business online. The panellists share actions for how you can eliminate unnecessary steps in the customer journey, provide simple changes to on-page support and optimise call-to-actions on landing pages, in order to maximise the value of each pound in your marketing budget.

In the competitive world of SEO, practices are forever being refined in the hunt for Google glory. But what exactly should your link profile consist of? Our team of tech and creative specialists are going head to head in the battle for the perfect link.

In this masterclass, we'll discuss why not all links are the same and whether its more important to put solid tech or creative content at the front of your SEO plans. Join our directors from SEO and Digital PR, as they probably come to blows over what link profile looks best.

In the launch episode of the Digital Drop-In Sessions podcast, Mediaworks host a panel discussion with marketers from across the UK to provide advice on how best to support your marketing channels following the Coronavirus outbreak.

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 Mediaworks Masterclass, where we were joined by Charlie Brooks, formerly Comms Director at Nike and then Manchester United, and now at the world’s leading sport and entertainment venue designers, Populous. With over two decades of experience as part of remarkable campaigns and sporting moments that drove peak media attention, Charlie discusses strategies that empower brands - and you on their behalf - to dominate conversations through smart, ingenious, and audacious communications.

CMOs named brand strategy as the most critical marketing element for growing their businesses over the next 18 months. Plotting a brand’s strategic direction can be an intimidating task, but with a methodical application of asking the right questions, taking smart steps, and using the correct tools, it can be a simple process.

Our team of experts discuss the basic questions and principles that are often overlooked when harnessing the power of your brand. They discuss how to evaluate your brand’s direction, its values, and why undertaking this process away from day-to-day tactical implementation has never been so important.

Most businesses post organic social content online, but with multiple advertising engines, segmentation tools, objective setting, budget controls, creative recommendation, and timings; capitalising on a tailored content and paid social media advertising plan can become overwhelming.

In this Digital Drop-In, our panellists discuss the importance of tailoring the right types of creative for the right channels and audiences. They discuss how best to tailor your content by channel and will advise on how best to set your objectives, find your audiences, approach the development and testing of each creative execution and granularly targeting your audiences.

As shoppers return to the high street, the Mediaworks panel drop in to discuss the challenges brick and mortar stores have overcome to safely reopen their premises. The panellists also highlight the impact of lockdown on accelerating shopping habits through customer research, as well as the areas of focus retailers should consider when returning to the new normal including adapting your in-store customer experience and taking a holistic approach to your omni-channel strategy.

Mediaworks are joined by guest panellists, Matthew Little and Alec Gillespie from leading market research company, GlobalWebIndex. Matthew and Alec share GWI insight into changing consumer behaviour and what trends we expect to see as the UK comes out of lockdown. Mediaworks also share advice on how brands could look to respond to changing consumer behaviours.

This is the time of year when the biggest brands compete to stand out on the run-up to Christmas.

Holiday campaigns this year have the challenge of finding a relatable place amongst the cost-of-living crisis that is being faced by consumers this festive period. Brands need to be smart, thinking about inspiration and helping communities compared to the usual Christmas ad ‘norm’.

Our panel of experts unite to discuss their favourite festive ads of 2022. They will share their thoughts and breakdown what has or hasn’t worked and the elements of great storytelling to win positivity this Christmas.

Join our brand experts to discuss why now is the right time to re-discover and re-energise your YouTube Channel strategy.

They will explore the latest trends around YouTube that will amaze you; we'll discuss why you should think of YouTube as a social channel, a search channel, a paid channel, and a brand engagement channel; and you will wonder why you didn’t do this sooner.

They'll share tips and tricks on how to make eye-catching, Google-friendly content that will turn heads and get people to smash those all-important like and subscribe buttons.

Don't miss out on the next big thing!

As part of the Northern Housing Consortium's digital masterclass sessions, Mediaworks explain how you can use your marketing insight and available data to help create and map out user personas. Personas can be used to inform the most effective way to communicate with each target user group.

This session is the ideal platform to help you drive digital adoption, inform business decision making, improve customer satisfaction, and reduce strain on customer service resources.

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 2023.

Join Mediaworks Founder and CEO Brett Jacobson and Mediaworks Head of Search Kev Strong to discuss Google's most significant search algorithm update in recent years. We’ll cover the essential action plan each business should consider to protect their search visibility and discuss the common set of signals that will become critical to all web experiences.

'Get more value with less effort', ‘Unlock more growth and greater efficiency', and 'Increase your conversions' are common promises made by search vendors to market their machine learning and automation advertising platforms. Whilst the power of carefully managed machine learning drives clear performance growth, the real key is knowing what to automate, when to automate it, and most importantly, when not to engage the machine.

Our paid search experts provide insight and best practice guidance on the role of automation and how you can use machine learning effectively to supercharge your paid advertising platforms and maximise your spend.

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 specialising in website architecture, design, public relations, conversion rate optimisation and search engine optimisation. They'll discuss various aspects of website optimisation, such as fine-tuning both on-page and off-page content for both transactional and informational searches, strategic structuring of your website architecture to set you apart from competitors, capitalising on crucial categories ahead of seasonal peaks, and more.
Tune in and discover how to elevate your website's performance and make it best in class and in market.

Many B2C and ecommerce businesses prioritise bottom of the funnel tactics…you would be crazy not to if it works.

But, did you know that by investing in your brand you can impact performance across the whole customer journey, not just conversion and revenue but also by becoming more cost effective in the majority of channels you operate in?

Our brand experts give practical guidance on how to build your brand from the top down and why that is important to long term sustainable business growth.

Consumer behaviours are changing at a dramatic pace. Today’s emerging generation Z shoppers are exceptionally shrewd. Not only do customers casually shift allegiance between brands and freely switch between shopping platforms, but they are also increasingly aware of supply chains and comfortable in sourcing products from the other side of the planet.

External factors continue to impact trading conditions, such as COVID-19 and the UK’s exit from the European Union. Retailers that are most adaptable to changing economic conditions and embrace international growth will be best placed to capitalise on new market opportunities.

Mediaworks and supply chain management solution provider Elanders team up to discuss how retailers can implement an international customer-driven supply chain, they discuss:

• The impact of COVID-19 on international consolidation, logistics, and direct shipping.
• Strategies to overcome the challenges of Brexit, including duty, VAT, lead-times, delivery costs, logistics, and the impact on your customers' experience.
• How to plan your expansion into new territories, through market sizing and managing international bidding strategies, to generate local and regional demand.
• Localising creative assets to stand out and drive increased sales for your products.

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, and global level.

In this episode, we’re here to discuss the considerations we believe results in an effective allocation of marketing budget. We believe setting effective and informed budgets is critical for delivering on long-term and short-term goals.

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 to create an effective TikTok strategy that engages new audiences. They explore how a platform can be used to boost product discovery, building an always-on brand approach, and maximising conversions to supercharge your social performance. 

In these uncertain times it's vital that your brand works the hardest it's ever done.

In this session, our brand experts explain how to provide reassurance and leadership in your category through killer products and laser-focussed propositions. They demonstrate how to drive buyability in every micro-moment through search and your website experience and explain why building emotional connections through brand advertising can earn you valuable market share, this year and beyond.

Get on top of your brand plan now and plan to own 2021, before it owns you.

The buildup to the Black Friday sales period has never been more important. With customer anticipation building weeks prior to the traditional festive period, marketers must be prepared to maximise opportunity by reaching out to audiences where they spend most of their time – social.

Our paid social and creative specialists discuss:

• Creating more effective ads by testing and learning early and often
• Preparing standout creative to drive clicks and conversions
• Managing an efficient bidding strategy to maximise opportunity

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 benefits of adopting the automated the targeting and delivery campaign management platform to prepare for the future.
In this Mediaworks Masterclass, our panellists will discuss their views on best practices and benefits for B2B marketers, including optimising algorithms and harnessing first-party data. Learn how to stay ahead in the evolving B2B marketing landscape by understanding the pivotal role Google Performance Max could play for your marketing programmes and ensure your strategy remains competitive and effective.

Adapting and evolving your marketing programmes to respond to changing market factors can be the difference between a good performance and a great one. Those who can optimise their future customer’s journey at every touchpoint can maximise conversion and lifetime value.

Our expert panellists share the benefits of having an experiment-led mindset and the power this drives. They discuss where they have seen the best results through key areas of the customer journey across various touchpoints.

Join our experts to align UX design with business objectives, foster cross-team collaboration, and maintain data privacy compliance. In this episode, we discover how your business can ensure web development and UX strategies remain agile amidst shifting commercial goals. We will explore frameworks and methodologies for maintaining flexibility and responsiveness in digital projects.

Over the past year, the way your customers interact with the world around them has changed. Globally, we’ve witnessed an accelerated shift in digital adoption and increased competition, as businesses shift their focus online. The importance of capitalising on every online opportunity has become more important than ever.

Join our team of conversion experts who discuss the key trends that will dominate the world of conversion rate optimisation in 2021. They will discuss the tools and skills you need to convert your clicks to customers.

Experts from Mediaworks drop in to discuss the changing habits of consumers over the past 6 weeks and which behaviours may continue post lockdown and how marketers can embrace new and adapting channels moving forward. They also explore research on "big" purchase priorities for millenials and generation Z and what this may mean for industries such as retail, travel and automotive.

Five months after the dramatic impact of Covid-19 has changed so many aspects of our lives in the United Kingdom. Our panellists discuss the impact the pandemic has had on commerce, consumer behaviours, our working environments, and the acceleration of digital behaviours. They’ll discuss why it is imperative that businesses accelerate their digital transformation and marketing programmes to survive and thrive in the long term.

Experts from Mediaworks drop in to discuss the impact search trends have had on industries since COVID-19 impacted daily living. The team also advise how best to adapt your marketing channels to suit the changing consumer behaviour online.

In this episode, we explore the dynamic relationship between paid and organic social media strategies. Our experts dive into the unique strengths, challenges, and trends shaping each approach, highlighting how both can drive engagement and brand visibility. But the real magic happens when these two strategies are combined. Tune in to learn how integrating paid and organic social can amplify your reach, boost performance, and create a winning digital strategy.

Over the last 18 months, the dramatic uplift of active social media users has refocused the attention of marketers on the opportunity that their social channels offer to both businesses and their brands.

As the competition for your audience attention continues to accelerate, we must learn to become social first, owning the conversation across our target audiences and ultimately, laying the foundations for a loyal and engaged social media community.

In this Masterclass, our brand and social experts discuss how to build strategic and creative foundations that will turbocharge engagement and drive up engaged follower numbers to delivering results.

Online popularity of some of the UKs best known media titles is at an all-time high. Mainstream media's status as a trusted source of news and information during these uncertain times has never been more prevalent. Their influence online, coupled with their enviable domain authority, is a potent weapon for any business trying to generate impactful, brand-building coverage online.

Our panellists show you how to keep pace with, and act on, fast-moving news trends, as well as how to spot and tackle any threats to your brand reputation online.

The seismic shift in the advertising landscape presents a huge challenge for digital marketers when it comes to data privacy; however, this is also an opportunity to innovate and build personalised experiences that offer real value for your customers at each stage of their journey.

In this digital masterclass, click fraud prevention partners PPC Protect join Mediaworks to help break down the scope of recent privacy changes. They discuss how you can be reactive and how you can evolve your business to keep pace with the new privacy landscape.

Over the past two years, the transition to digital has been rapid with traditional marketing techniques taking a back seat. The PR landscape has accelerated with it and so too comes a significant shift in the way PR professionals and digital marketers are asked to clearly demonstrate their effectiveness.

It’s critical marketers now look beyond vague circulation figures and vanity readership metrics to accurately monitor the outcomes and outputs of PR activity in the digital space.

In this masterclass, our experts discuss the tangible measurements you should be using to accurately track activity, grow digitally, and hit your business goals.

In the world of digital marketing, strong brand awareness can lead to improved performance in PPC, SEO and web conversion leading to increased revenue and growth. In this session, our brand experts give practical guidance and tips on the 5 areas that you should invest in now to build your brand online and the impact you will see by taking these steps.

YouTube is the world's second biggest search engine tool, if you’re not utilising your brand’s channel to rank in search results then you’re missing out.

Optimising for SEO is a key strategy to rank highly but not just within YouTube itself but also landing your content in Google search too. The right blend of creativity and technology can drive powerful results.

Join our brand and SEO experts as they discuss how to rank highly in search, leverage analytics and building links, and how to overall optimise YouTube content to deliver tangible business results.

Mediaworks are joined by guest panellists Sean Robertson and Ross Partington from ITV. Sean and Ross share their insights into developments of television advertising and the revolution of advertising within video on demand platforms. They  dispel the myths of TV advertising for large budget mass market communications and discuss how your business can use video on demand to cost effectively target niche personas in your sector.

With consumer spend on the rise online in recent months as a result of the COVID-19 pandemic, e-commerce platforms have never been so vital to business growth, so why is the role of shopping feeds so widely undervalued?

In this session, shopping experts talk about all things shopping feeds. What is it, why it matters and why understanding feeds can help boost e-commerce performance.

Understanding your customers and adapting your website to their changing wants and needs through a 'test and refine' approach is key to maximising return on marketing spend. By continuously improving and optimising each website opportunity, you will maximise the impact of almost every other marketing activity you undertake.

Our panel of CRO experts discuss 5 crucial hacks to capitalise on website testing and optimisation. They discuss the critical measures that any business whether B2C or B2B should take to supercharge their conversion rate from website visitors. From ecommerce sales, lead capture completion or successful inbound enquiries.

Tracking the customer journey across online and offline channels has been an ongoing challenge for advertisers. As targeting capabilities evolve, the ability to deliver omni-channel campaigns across multiple platforms is now a huge opportunity for progressive marketers. We discuss why now may be the right time for forward thinking businesses to capitalise on television and radio deals available as we emerge from lockdown.

In this episode, our experts provide an insight into the complexities and strategies for success in Paid Social. We discuss the sophisticated techniques for identifying and refining target demographics, creating engaging ads and choosing the right platforms amidst a competitive digital landscape.

What does the marketing crystal ball say for 2022? The digital landscape continues to change rapidly, and history shows that businesses that anticipate and adapt to fluctuating trends generally outperform their competition. Those that fail to accommodate the latest digital developments inevitably fade into the background.

Our expert panel share with you their predictions for the year ahead. Together, our experts will reveal the underlining trends all marketers should consider, the tools available to navigate your journey, and the opportunities available to engage more effectively with your audiences.

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 continues to rise — leaving retail marketers struggling to find more economically viable strategies to drive in-store traffic.

The need to drive traffic is critical for a business' survival. And with 68% of web traffic coming from organic and paid searches, a cost-effective local strategy is critical for businesses focusing on the sale of physical goods or services in achieving their revenue goals. That's where your local activity such as optimising location listings and local landing pages can make all the difference.

In this digital masterclass, our experts discuss how local marketing campaigns can help drive people from online to in-store. They discuss:

- Local SEO Strategies – delivery and optimisation
- The critical role of Geo-targeting in paid search campaigns
- Out-of-home and media strategies investment for targeted local audiences

Adopting digital practices is a priority for marketing and sales teams in today’s B2B industries. An increase in digital platforms, dedicated targeting capabilities and adoption of new technologies over traditional marketing has created a new battlefield for B2B sales and marketing teams.

With enhanced capabilities comes increased expectations, organisations within the B2B space must understand the full digital toolkit to dominate their pipeline, outperform their competitors and avoid digital disruption.

Our experts discuss how and why B2B marketers can capitalise on paid advertising channels to dominate their market, outperform their competition and position their products and services through innovative digital experiences.

Mediaworks are joined by guest panellists Joelle Hillman and Alex Parmar-Yee from the global affiliate marketing network AWIN. Joelle and Alex discuss how COVID-19 is impacting consumer buying habits across the affiliate platform.

They also share their approach on how to support your customers and brand at this current time, using affiliate marketing.

In this episode of the Mediaworks Masterclass, our experts take a look at how marketers can balance cutting-edge AI technologies with the need for authentic, human-centred campaigns that resonate deeply with audience. 

Join Mediaworks' Managing Partner Paul Mallett, and Creative Director Andrew Brown for a jam-packed episode full of hints and tips to inject creativity into every part of your strategy.

Mediaworks focus on trends impacting the fashion sector right now. Mediaworks fashion and retail experts discuss the rise of e-commerce and the future of bricks and mortar, the importance of promotional campaigns and advice on how to manage your digital marketing strategy over the next six months in an increasingly competitive landscape.

Consumers buying journeys are becoming increasingly complex, with an ever-growing number of touchpoints and exposure to product choice.

In this Digital Drop-In, our panellists will explain how and when you can disrupt your competitors customers buying journey to drive incremental growth. They’ll examine the effectiveness of using marketing tactics such as authority bias, scarcity, social proofing alongside the power of now to disrupt your competitors brand loyalty, and redirect their customers buying intent to your own products and services.

In this sector-focused edition of the Mediaworks Digital Drop-In Sessions, Brand Experts Paul Mallett and Becca Tredget join Creative Director, Andrew Blenkinsop to share 5 key insights that the finance services sector are facing right now in digital. The team cover trends and examples around user experience, digital communications and ultimately, how brands can support their customers in the short and long term.

Experts from Mediaworks drop in to discuss how to leverage your Google Analytics account to provide invaluable insight into the changing behaviours and interests of your customers and prospects’ since the impact of COVID-19.

Hosted by CEO Brett Jacobson, panellists share tips on effective acquisition, audience, behavioural and conversion reporting to drive insight to adjusting your content, social and UX strategy.

The worlds of media and digital have collided. This has created exciting new opportunities to amplify your digital and traditional communications through more channels than ever.

In this digital masterclass, our media and performance marketing specialists combine to discuss which traditional and digital media channels can serve you best to maximise reach and frequency of messaging across your target customers.

Mediaworks panellists share their top hacks to delivering an accelerated digital experience and increase your conversions from web visits to loyal paying customers. They will break down the key stages of a customers’ digital journey, outlining the key measures and metrics to monitor and improve your onsite performance.

In this session we will recommend the most impactful changes you can make to instantly improve your digital presence; including search rankings, page experience and conversion rates that will drive increased and sustainable online revenues.

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 into the dark corners of well-known brand's frightening marketing mishaps. Prepare for a chilling blend of shock and enlightenment as we dissect these hair-raising failures, providing valuable insights to ensure you don't encounter your own marketing horror stories.

Your website is your digital shopfront, so it’s critical you deliver a fast, seamless, and personal experience to your customers. Every second counts and any friction that your customers encounter onsite will cost you valuable traffic, potential revenue, and ultimately, loss of competitive advantage.

In this digital masterclass, our UX experts discuss the five most common UX pitfalls you need to avoid:

1. Irrelevant information
2. Confusing navigation structure
3. Missed creative opportunities
4. Lack of brand trust
5. No clear route to conversion

93% of consumer journeys involve search marketing - Google Shopping is seeing more of a share of this traffic than ever before, and over the last 2 years, over 50% of spend in Google Ads has moved over from text to Shopping ads. Whether you sell trainers, industrial products or car parts, the ability to use Google Shopping to increase awareness and opportunity cannot be overstated.

Our shopping experts explain the importance of product feed optimisation, the launch of free listings on the Shopping tab, unlocking data driven campaign structures and the pros/cons of using smart shopping, with the aim of driving forward opportunities within Google Shopping.

The quality of your eCommerce advertising campaign is only as good as the information you provide to your potential customers.

Feed marketing solutions such as Data Feed Watch are able to offer and combine best in class data transformation with support & advice, that empowers merchants and agencies to succeed on all eCommerce channels.

In this digital masterclass, our experts alongside Data Feed Watch will be defining the role of a product feed, while identifying the key feed optimisation techniques through attribute optimization, connecting custom labels with business intelligence data and also looking at how tools such as Google trends can inform feed management and strategy.

Global lockdowns have driven a dramatic change in public behaviours. Professionals and consumers have globally shifted in droves to build networks, engage with brands, and interact with businesses on social media. People are spending more time on social than ever before, watching live events, talking, debating, and celebrating the products and services they love.

Our panel of social media experts discuss the importance of brands and businesses capitalising on this wave of engagement. They debate the critical five key steps that any business or brand should take to supercharge their social presence and build a community of loyal and influential customers.

CEO, Brett Jacobson is joined by CTO, Daniel Hoggan and the PPC team in this service focused edition. The guys share up-to-date advice in pivoting your search ads, paid social media and shopping tactics, during lockdown.

Mediaworks has joined forces with the UK’s ecommerce association IMRG as retailers prepare for another record-breaking year of Black Friday sales.

To compete in a crowded marketplace this Black Friday, retailers need to start preparing their strategy now.

Join experts from Mediaworks and IMRG in collaboration to discuss how you can dominate Black Friday 2022, discussing:

- When you should launch your Black Friday campaign

- How to turn discount hungry shoppers into long-term, loyal customers

- Optimising paid advertising and managing an efficient bidding strategy to maximise opportunity

- Creating effective ads by testing and learning early and often

- The impact of the World Cup on peak trading time

In an extended version of the Digital Drop-In Sessions, experts across Mediaworks will outline the essential insights that all business leaders and marketers should consider to help grow their business in the next 6 months.

Mediaworks host a panel of experts who delivered key sessions on the recent open learning digital marketing short course delivered in conjunction with York St John University.

The pandemic has driven consumers and companies into adopting new and existing technology at a rate never seen before. Research shows habits like more frequent online shopping and digital B2B engagement are set to stay. As the UK begins to open up again, competition for new customers’ has never been as fierce.

Our team of paid specialists share how you can accelerate performance through an agile and data-led paid advertising strategy to capitalise on changing consumer behaviours. They explain how businesses who pivot their approach using real time insights, will be best placed to capitalise on pent up demand as restrictions lift.

As workers return to the office and consumers return to a new normal, they discuss how to stand out against your competition and ultimately, drive customer acquisition.

Our SEO, PPC and Insight specialists drop-in to debate how as marketers, we can ensure SEO and PPC work holistically to deliver the best performance and returns. The team discuss key similarities and differences businesses should consider between SEO and PPC, how can you strike the perfect balance between both approaches and when to consider cannibalisation?

PR has evolved. More than two thirds of individuals now read or download their news online. Concurrently, a growing majority of the population are becoming increasingly sceptical of social media news leading to an increasing importance and readership of trusted digital news sites.

Our expert panellists discuss the benefits a well-executed Digital PR campaign can have on your brand and its bottom line.

They discuss the impact of a Digital PR campaign and explain the compounded benefits it will have through increased awareness, search visibility and the long-term reputation of your business in your sector.

From your website platform to search data, technology can be harnessed to improve your business’ SEO performance.

It’s vital that your website is not only informed by current search trends but also performs in the way search engines expect it to. If your website isn’t SEO-compliant, your business won’t show on that lucrative first page of results.

Taking proactive steps to keep your site clean and running smoothly can help buffer against external factors, supporting your long-term goals for your site and marketing strategy.

In this digital masterclass, our experts will discuss how to keep on top of your SEO hygiene, how to keep users on your website, alongside page content and tools so your brand can benefit from higher rankings, building credibility and increasing revenue.

Mediaworks host a panel discussion providing best-practice advice, to marketers managing increased demand for their products or services throughout the Coronavirus outbreak, and how best to maximise campaigns.