In May 2024, Wolfgang Digital hosted its annual digital marketing conference, Wolfgang Essentials, at the Google Foundry, welcoming 300 lucky lottery winners. The overwhelming demand for free tickets exceeded venue capacity so we couldn’t include everyone, but we are excited to share all the event highlights with those who weren’t lucky enough to snag a ticket.

The talks of the day were carefully selected, drawing from our first-hand experience of current digital marketing strategies driving business growth and our insights into future trends as the digital marketing landscape continues to evolve.

So sit back, relax, and immerse yourself in the latest digital marketing insights and upcoming trends.

Own Where You Work Ireland's First EOT

Wolfgang founder and CEO Alan Coleman talks about Wolfgang Digital’s journey to becoming the first employee-owned company in Ireland. He explains why Wolfgang made the pioneering move to becoming an employee ownership trust and how it will bring both responsibility and rewards for employees. He explains why he believes this move will be good for Wolfgang’s employees, customers, and society at large.

Going Global: Unlock Your Next Phase of Growth

Wolfgang's Head of Growth, Beth Quigley, and International Business Lead, Kenia Gonzalez discuss business growth by going global. They explain how the advancement of digital is both an opportunity and a threat when it comes to international expansion, and offer valuable insights and practical advice on choosing the right markets for your brand and evaluating your company’s readiness.

The Age of SEOcial

Step into the world of SOcial with SEO Client Lead, Caitlan Brownlow, and Social Client Lead, Mikie Flood, as they unite to explain the importance of combining SEO and Social strategies. Through customer case studies, they illustrate the necessity of having a united content strategy across all search channels to ensure a strong presence and capture search demand.

Customer Lifetime Value - The Marketing Multiplier

Wolfgang's MD, Brendan Almack, and Anna Spyridopoulou, Head of CRMMA, delve into the transformative potential of Customer Lifetime Value as a marketing multiplier. They demonstrate how businesses can improve their marketing ROI by shifting from transactional approaches to customer value optimisation and how prioritising customer value fosters loyalty, fuels sustainable growth, and unlocks the power of the marketing multiplier effect.

Custom GPTs for Organic Visibility

SEO Content Specialist, Dan Kiely, and SEO Client Lead, Rajat Sabulal explore the evolution of search engines and how to stay ahead in the current evolving digital landscape. They look at the impact of Search Generative Experience (SGE) on search behaviour and discuss how businesses can scale performance, improve efficiencies, and future-proof organic acquisition strategies by integrating AI and Custom GPTs.

Hacking the Algorithm

Jelle Evertsen, Judit Garroset de la Cruz, and Jack Jennings share how they went from managing Google campaigns in 2015 to hacking the Google Algorithm in 2024. Using customer case studies, they take us on their journey of mastering the algorithm by adjusting bidding strategies, integrating AI-driven solutions, and enhancing lead quality through targeted optimisation efforts and how this benefited their clients.

Winning the Attention Economy

Stephen Murphy, Senior Social Specialist, and Shreya Barua, CRM & Marketing Automation Specialist explore creative techniques for brand-building and crafting attention-grabbing ads that captivate audiences. Discover their innovative approaches to not only capture attention - but also sustain it. Learn how to turn that attention into value by shifting the focus from short-term conversion to preserving the customer's long-term value.

Feeding Success With The CSS

In this session, Emily Blackburn, Training Lead in our Paid Search team explores strategies to combat current CPC inflation due to the heightened competition from mega-corporations like Temu, Amazon, and eBay. She discusses the many benefits of using Comparison Shopping Services (CSS) including; increased security, reduced CPCs, enhanced quality of shopping ads, and improved overall campaign performance.

Optimising for Customers, not Leads

Rob Beirne, Client Engagement Account Director, and Iulian Grecu, Analytics Lead come together to discuss optimising marketing for customers, not leads. Through customer case studies, they highlight the importance of fostering a two-way data flow between marketing and sales. They demonstrate innovative strategies to enhance campaigns for improved lead quality and customer value, resulting in higher conversion rates and decreased cost per sale.

Unleashing the Power of YouTube for Demand Gen

Wolfgang’s Google Ads Specialist Chris Bury is joined by Google’s Marcelo (Chelo) Alberti, and Katie McGuinness to demonstrate the power of leveraging YouTube for demand generation. Through customer case studies, they illustrate the strategic use of visual creatives and first-party data to drive customer acquisition effectively. Discover how these tactics can drive revenue growth, foster customer relationships, and optimise ad spend for long-term value and enhanced customer retention.

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