What’s been going on in MIRA Marketing this November? Aside from the chaos that is Black Friday, it’s been a whirlwind. Last Friday, 10th November, MIRA welcomed over 80 people into the beautiful Tyneside Cinema for the ‘Changes In Digital 2022 event. As a first in MIRA history, the morning went down as a huge success!
“As a business, we have never put on any events of our own. We have always just worked hard in silence to best support our clients. Today was a great day and I am really grateful and pleased with what unfolded.”
– Stuart Bramley.
The team pulled out all the stops to give listeners the best start towards understanding what’s new in the digital scope including Google Analytics 4, Performance Max and Klaviyo’s best practices. After such a good turnout from an audience with a wide variety of backgrounds in marketing, the pressure was on for the team to deliver.
So, what went on?
MIRA kickstarted the event with an overview of what has been plaguing the minds of digital marketers since its introduction in October 2020: the nightmare that is Google Analytics 4. How does data change with switching over to GA4? How will it track users’ website visits differently? The event was a great opportunity to share what we know about this big change in digital marketing and to help others that don’t know much about it themselves.
“All of us as digital marketers have become so accustomed to data being presented to us in a certain way.
Not only is this way of presenting data changing, but the way in which attributes to sessions and activity is also changing. It’s a lot to cope with and I wouldn’t blame anyone for not getting it straight away.”
The team pulled out all the stops to give listeners the best start towards understanding what’s new in the digital scope including Google Analytics 4, Performance Max and Klaviyo’s best practices. After such a good turnout from an audience with a wide variety of backgrounds in marketing, the pressure was on for the team to deliver.
The biggest takeaway question from the Google Analytics 4 talk: When should users be making the change? The key for GA4 is to start now – but continue your use of Universal Analytics alongside it. Why? This allows you to begin getting accustomed to the changes and build a new history of data within GA4, without having to cut off your all-important UA data whilst making the change.
Next stop: Performance Max, and the shift towards how Google Ads are running shopping campaigns. Performance Max encompasses advertising across the full Google network and looks to diversify your advertising away from just being within Search/Shopping.
After running through its features – the main discussion during the event was to ultimately highlight how Performance Max drives conversions. Switch to Performance Max to optimise specific targeting towards people who are searching for your products, recently browsed your site or new potential customers based on interests (similar to in Facebook advertising).
The event ended with MIRA’s own Queen of email, Sami Earland, who gave a run-down of how to prepare your email marketing for better results (including the best Black Friday tips).
Changes in the power of automation and technology have advanced enough to help you with getting the right messaging in front of the right audience. Create popups to ask for specific information about what your customers are looking for. Use segmentation to provide your customers with more valuable marketing, to help them on their buyer’s journey.
Afterthoughts…
Whilst Changes In Digital 2022 was MIRA Marketing’s first event, it certainly won’t be the last. It was great to have such a huge turnout of people interested in what we had to share about the ever-changing face of digital marketing. We would love to thank everyone who supported the event and hope all attendees had a lot to take away.
“I would just like to take a moment to reflect and thank such an amazing team I have at MIRA Marketing.
Thanks to the 80+ people and businesses who attended, hope you got some great insights to take away.”
– Stuart Bramley
Were you not able to make the event? We always love a good chat. If you have your own question, or if you are looking for advice in scaling your business, feel free to get in touch today.
