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.

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 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.

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 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.

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 design principles to the build of digital platforms that is tailored towards your audience at each step of their customer journey.

Discover the significance of user feedback loops, cognitive load management, and consistency in creating exceptional digital interactions.

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 digital channels, and optimizing conversion funnels. 

Discover the key distinctions between lead generation and standard marketing practices and unlock the secrets to driving effective lead generation strategies. 

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.

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’ll explore the integrations of GA4 with other Google tools and find out more about AI-based predictive data, privacy-first tracking models. Uncover the power of new features like funnel and path analysis, segment overlap, and cohort analysis and get ready to embrace the future of analytics!

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 the dynamic world of SEO. 
We delve into the ethical implications of AI-powered SEO, discussing topics such as bias in algorithms and the importance of human oversight.