Mediaworks Digital Masterclass

Hosted by Mediaworks

Business Marketing

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214

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Aug 2026

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About the show

Drop-in with Mediaworks to stay up-to-date with the latest industry developments, discover expert digital advice and listen as we talk all things marketing.

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August 12, 202633 min

MW 212: How to Get Your Brand Cited by AI: Using Digital PR to Build a Brand AI Recommends

When someone asks Google or ChatGPT which brands to trust, what makes one business appear in the answer while another is overlooked? AI platforms do not assess credibility from your website alone. They look for evidence across trusted third-party sources, including media coverage, expert commentary, backlinks and consistent brand mentions. The stronger and more credible that digital footprint becomes, the more likely your brand is to rank in search, appear in AI-generated answers and be recommended to potential customers. In this session, we’ll explain how Digital PR builds the authority signals that influence search engines, AI platforms and customer trust. You’ll learn how to create stories that earn credible coverage, strengthen your brand’s authority and support long-term SEO and AI visibility. What you’ll be able to do after the session: Understand what makes a brand credible to search engines and AI Learn which external authority signals matter most and why strong third-party validation can improve rankings, citations and recommendations. Create Digital PR activity that supports SEO and AI visibility Discover how to identify credible stories, build expert authority and earn coverage that generates valuable links, mentions and thought leadership. Build a stronger and more visible digital footprint Understand how consistent Digital PR activity compounds over time, helping your brand become easier to find, understand and trust across search and AI platforms. All attendees can request a FREE MX AI Visibility Audit , powered by Mediaworks’ proprietary MX measurement framework. The audit assesses how effectively your brand is being found, understood and recommended across AI-generated answers. It reviews the strength of your digital authority, including your visibility, credibility and relevance across the wider search landscape. You’ll receive a clear view of your current performance, the gaps limiting your visibility and the priority actions that can help your brand earn more citations, appear in more relevant answers and become a more trusted source for both AI platforms and potential customers.

July 15, 202630 min

MW 211: AI, Automation and Paid Media: How to Protect ROI When Platforms Take Control

AI, Automation and Paid Media: How to Protect ROI When Platforms Take ControlOn 17 August, Google is changing how Smart Bidding behaves when campaigns are limited by budget.Advertisers who’ve been consistently outperforming their ROAS targets could soon see costs rise as Google spends more budget to move performance back towards the target. That’s exactly what the update is designed to do, the question is whether that behaviour also improves your business.More spend, more conversions and lower CPA can all look positive on a dashboard while profitability moves in the opposite direction.In this session, we’ll explain what Google’s update means, who’s most affected and how to make sure your bidding strategy is optimising for commercial performance, not just platform efficiency.What you'll be able to do after the session:What Google’s August Smart Bidding update actually changesUnderstand which campaigns are affected, why costs may increase and what the update means for your bidding strategy.How to make AI work for your businessLearn how better conversion data, value based bidding and clearer commercial objectives help steer automation towards profitable growth.How to protect ROI as automation increasesDiscover practical ways to monitor AI driven campaigns, identify where budget is being wasted and keep human judgement in the loop without switching automation off.All attendees can request a FREE Digital Performance Audit, powered by Mediaworks' proprietary measurement framework. The audit shows whether your paid media activity is genuinely building commercial value or just generating cheaper-looking metrics that flatter the platform. It benchmarks your activity across seven areas: Visibility, Traffic, Paid Traffic, Engagement, Search Demand, Content Performance and Competitor Positioning.You'll receive a clear view of where automation may be wasting budget, the gaps eroding your margin, and the priority changes that will turn efficient-looking spend into measurable commercial performance.

July 1, 202630 min

MW 210: Why 85% of Marketing Campaigns Fail.

Mediaworks Masterclass: Why 85% of Marketing Campaigns FailMarketing teams are under more pressure than ever to produce content that converts, but more activity does not automatically create more demand. Too often a campaign becomes a list of outputs (a blog here, a paid ad there, an email send) before anyone has defined the audience problem, the message or the action they want people to take. When you plan a campaign channel-first, every asset ends up working in isolation. Paid, organic, email, SEO, landing pages and sales follow-up all pull in different directions, and the result is busy work that looks productive but never builds momentum. In this session, we will show how the strongest campaigns connect one audience, one problem, one core message, one offer and one measurable outcome. You'll leave with a practical framework for planning audience, message, content, channel mix and measurement, so every asset has a clear job to do. What you'll take away from our session How to turn scattered activity into joined up campaigns that build demand. How do you give every asset a job that moves your audience closer to action? How do you turn one idea into connected activity across paid, organic, CRM, SEO and sales enablement? All attendees can request a FREE MMeX Audit, powered by Mediaworks' proprietary measurement framework. The audit shows whether your current campaign activity is building market visibility, search demand and competitive strength, or just creating disconnected channel performance. It benchmarks your activity across seven areas: Visibility, Traffic, Paid Traffic, Engagement, Search Demand, Content Performance and Competitor Positioning. You'll receive a clear view of how connected your campaigns really are, the gaps holding back demand and the priority changes that will turn scattered output into one measurable outcome.

June 16, 202646 min

MW 209: Why Residents Still Pick Up the Phone: The Self-Service Challenge Housing Needs to Solve.

Why Residents Still Pick Up the Phone: The Self-Service Challenge Housing Needs to Solve. Social housing teams are under more pressure than ever to deliver faster services with fewer resources. Meanwhile, customers expect digital services that are simple, accessible and reliable. Yet many self-service solutions fall short. Adoption remains low, avoidable contact stays high, and pressure on teams continues to grow.

June 10, 202632 min

MW 208: The High Velocity Funnel Converting Agentic Intent into Revenue

The High-Velocity Funnel: Converting Agentic Intent into RevenueUsers are abandoning digital journeys faster than ever, often within seconds, when an experience feels slow, confusing or too difficult to complete. In a low-attention landscape, high friction is one of the biggest conversion killers. Buyers now expect every interaction to feel instant, intuitive and effortless, especially as AI-assisted search and comparison tools raise expectations around speed and relevance. In this session, we will explore how journey mapping can help identify the points where users are dropping off, remove the friction that is costing you leads, and improve your conversion rate by building a UX that meets today’s demand for instant gratification. What you’ll take away from our session:How do you prevent the two-second bounce when AI-assisted buyers have zero patience for friction?How can you show the next step in the user journey, before they even ask?Trust signals in highly regulated industries (such as housing and finance).

May 20, 202629 min

Performance Creative 3.0: Using AI to Scale Influence, Not Just Assets.

Performance Creative 3.0: Using AI to Scale Influence, Not Just Assets The third session in our AI in Performance Creative masterclass series. AI is reshaping performance creative at pace, creating new opportunities for brands to scale smarter while introducing new challenges around consistency, authenticity and workflow efficiency. But with the right approach, AI can help simplify and scale both asset production and influence. Join us for a 30-minute masterclass exploring how AI can help scale performance creative without losing cut-through. We’ll look at the impact of AI across platforms, production, and process, and share practical ways to scale campaigns more effectively. Whether you’re looking to improve creative efficiency, scale output without compromising quality, or better align media and creative strategy, this session will provide practical insight into what’s next. What you’ll take away How AI is changing the performance creative landscape, and why strong brand assets remain essential for authentic storytelling How to plan your platform mix to balance reach and engagement Which tasks can be automated and streamlined across ad production and media planning. All attendees can request a FREE Creative Impact audit , reviewing your current paid media assets and highlighting practical opportunities to improve efficiency and results.

April 30, 20261 hr 0 min

MW206: How to Reduce Demand and Rebuild Trust

Mediaworks Roundtable: Reducing Demand & Rebuilding Trust in Social HousingSocial housing is under sustained pressure. Demand is rising, resources are constrained and expectations from residents continue to increase, shaped predominantly by the digital experiences they encounter elsewhere in their day to day lives. At Mediaworks we have mapped the tenant journey end to end through what we call the Resident Rollercoaster. This captures the emotional journey of a tenant across nine stages, from first interaction through to end of tenancy. It highlights where trust is built, where it breaks down and where successful digital engagement can make a measurable difference. On 28 April, from 1pm to 2pm, we are hosting a virtual roundtable to explore this further and discuss the impact across social housing. You will hear from: Steve Allcock, Group Business Transformation Director at RiversideBrett Jacobson, CEO at MediaworksDaniel Hoggan, CTO at Mediaworks The session will focus on:Key pain points where 'avoidable demand' originates across the tenant journeyHow siloed communication is increasing pressure on residentsPractical tips on where digitalisation can help improve visibility, experience and trust with tenantsThis will be a panel-led session with live audience polling and unique first party shared insight, so we'd encourage anyone who has a focus on tenant satisfaction and digital services within social housing to sing up now and contribute to the session. Tue, 28 Apr 2026 13:00 - 14:00 (UTC+00:00) Dublin, Edinburgh, Lisbon, LondonWe look forward to having you attend the event!

April 22, 202633 min

MW205: Websites That Perform in the Age of AI: Designing Experiences for Users and LLMs

Websites That Perform in the Age of AI: Designing Experiences for Users and LLMs Websites are no longer designed for a single audience. Alongside end users, they need to serve content teams and increasingly, large language models (LLMs) that interpret, summarise, and surface information in new ways. If you’re responsible for digital experience, how do you ensure your website works effectively for all of them? Join us for a 30-minute masterclass exploring how website design and development are evolving in the age of AI, and what leading organisations are doing differently to create experiences that perform. We’ll examine how to design for multiple users and how to structure websites so they’re discoverable, usable, and adaptable as technology continues to evolve. We’ll also explore how emerging tools like AI-assisted content management can support marketing teams in creating and maintaining high-performing digital experiences. Whether you’re reviewing your website or looking to future-proof your digital experience, you’ll leave with clear actions you can apply immediately. What you’ll take away What it means to design digital experiences for users, content teams, and LLMs How to structure websites and content to meet user needs while supporting discoverability and AI interpretation How to develop and manage content in a way that supports performance today and adapts for the future All attendees can request a FREE SEO & GEO Audit , reviewing how your website is structured for discoverability, performance, and future AI-readiness, alongside practical recommendations for improvement.

March 25, 202631 min

MW204: SEO Without Clicks: Winning in AI-Driven Search

Increasingly searches are answered directly on the results page, or by AI, before users ever click a website. If you’re responsible for organic performance, how do you win visibility when fewer people are clicking? Join us for a 30-minute masterclass exploring how SEO is evolving in an AI-driven environment, and what brands are doing differently to stay visible. We’ll examine how AI Overviews and large language model (LLM) chatbots are redistributing organic traffic, what the latest data tells us about the scale of the shift, and how brands are adapting their SEO strategies to remain visible. Whether you’re reviewing your search strategy or looking to understand how AI is changing search behaviour, you’ll leave with clear actions you can apply immediately. What you’ll take away: Where organic traffic is really going and how to adapt your SEO strategy to capture attention and influence. What leading organisations are doing differently to maintain visibility when clicks are declining. Practical steps to increase your chances of being cited and surfaced in both traditional search results and AI-generated responses. All attendees can request a FREE AI Search Visibility Audit, reviewing how your brand currently appears across traditional search and AI-generated answers, alongside practical recommendations to strengthen your visibility.

March 11, 202632 min

MW203: The Creative Edge in AI Driven Performance

The Creative Edge in AI-Driven Performance: What High-Performing Campaigns Do Differently Performance marketing is now largely automated. Targeting, bidding, and delivery are handled by machine learning. But one factor still determines whether campaigns scale efficiently or waste budget: Creative. Join us for a 30-minute masterclass exploring what high-performing campaigns are doing differently in 2026, and why creative is now the key driver of efficiency and scale across paid search, paid social, and Performance Max. We’ll examine how AI-driven platforms are reshaping what effective creative looks like and how structured creative systems are outperforming one-off campaign assets. This session focuses on practical changes that can reduce wasted spend and strengthen results. Whether you’re investing heavily in paid media or reviewing performance for the new financial year, you’ll leave with clear actions you can apply immediately. What you’ll take away: How to identify if your creative is limiting AI optimisation, and what to fix. The structures high-performing campaigns use, and how to apply them . How to build testable creative that improves CPA and ROAS. All attendees can request a FREE Creative Performance audit, reviewing your current paid media assets and highlighting practical opportunities to improve efficiency and results.