Mediaworks Digital Masterclass

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 viral humour can be uncomfortable.  

In this masterclass, join our panellists as they discuss how to produce the most effective and memorable content to gain valuable airtime on the platform. They explore the best tips and tricks to boost engagement with your brand and engage your target audience. 

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. 

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, competitor activity and share of voice. To forge your path to market leader, a business must be consistently monitor, reacting and evolving your position within your industry. 

In this masterclass, our expert panellists will explore the evidence for which factors influence market dominance most, and how discuss how every business can take inspiration from the most innovative leaders in a range of market positions and sectors.  

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 creativity can play in effective advertising campaigns, and how to best utilise it to increase awareness, customer acquisition and ultimately long-term business health and prosperity.

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.

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 the most profitable campaigns are those that shift a prospects perceptions and salience – and it can take years to measure the impact of those effects.

In this digital masterclass, our brand and demand experts join forces to discuss when to balance small, short-term, rational, and tightly targeted campaigns with bigger, longer-term, emotional, and broad-reach brand building campaigns.

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 challenging. Accurately identifying segments in your market or category can be the difference between achieving sustained growth as a business through a competitive advantage or falling behind.

Join our marketing analysts to discuss their approach and methodologies for building effective target audience segments to optimise your targeting and personalised communications.

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 worth the hype, or is it just a case of the emperor's new clothes?

Strap yourself in as our Mediaworks panellists discuss the origins of ChatGPT, debate its real-life uses and discuss whether this is the next stage of virtual assistants or we’ve just launched Skynet!

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