Summary And Key Findings From Dublin Tech Summit (Day 2)

"Do not focus on one thing. Prototyping with different approaches to improve user experience." - Pia Betton, Edenspiekermann

“Do not focus on one thing. Prototyping with different approaches to improve user experience.” – Pia Betton, Edenspiekermann

I somehow managed to wake up bright and early for the second day in a roll (not an easy job for someone working in a bar) and had another awesome day at the first Dublin Tech Summit. The next day I did it again and went to my college (Dublin Business School) annual retail conference, where there were some similar points to be made which I will use as a bonus to this article. Two more insightful days and learnings from people like:

Here are the key findings and summary of day two of the Dublin Tech Summit (link for day 1):


User experience (UX) was something that was mentioned a lot during the summit. How to improve it and what methods should be used. A really interesting debate from Ivo Teel, Pia Betton Christian Marc Schmidt and Roger Reimer came to a few conclusions:

  • Don’t be complex. Simple is better for UX. We do not need to confuse customers with what we offer, how we offer it and how we sell it. Payments, for example, are one of the things that can be complicated and that will make a user leave our website.

They might like the product or service but left it at the check-out because the form they needed to fill in was too long. There is no need for their phone number, mobile, home and work, or three secret questions for password recovery and so on. The simpler we make it for users to check-out, the bigger the chance is for them doing it. Why do you think Amazon introduced one-click pay?

  • Data visualisation. There was a lot said about big data and how much of it we collect, but the way we present it to our users is the key of it to make sense. No one likes dry numbers. Put those numbers in a creative chart would probably make people actually understand it and remember it.

Fitbit were given as an example as visualising the results from the efforts of their customers which was motivating for them. Well visualised and explained data will lead you to a healthier life. The possibilities are endless.

  • Feedback! Yes, we all have our social media and platforms where people leave their feedback, but how many of us are actually responding to them? It is right there, we know it and yet a lot of us neglect it. As Charlie Boyle said in Dublin Business School’s retail conference “We do not deal with customers. We deal a deck of cards, we connect with our customers”. That is what digital presence is for, not something we have to deal with but to use it to connect with our customers.
  • Last, but not least – prototyping. Prototyping was used a lot by Pia Betton, a speaker I was very impressed with. She kept saying how important that is in her company and how much it improved the UX. She gave the freedom to her younger colleagues to experiment with ideas on how to improve their customers’ experience and sometimes it failed, but a lot of the times it worked out very well. Try new things all the time, that is the only way forward. With UX is no different.
Ivo Teel, Pia Betton Christian Marc Schmidt and Roger Reimer

This was also the theme from DBS’ retail conference, how to improve customer experience (CX). Not so techie, but important for improving CX. Here are some key points on the subject from leading Irish retailers:

  • Internal experience is the key to external experience. Most of the speakers were talking about how important is for the people you work with to be happy at the workplace. It does make a lot of sense and I wish more business, not just in retail, but hospitality as well would see how important that is for the growth of their business and CX.
  • Consumer behaviour is influenced a lot by their senses. Music in stores, lightning, store arrangement, smells. One of the speakers from Tiger even has their full store soundtrack on Spotify.
  • Staff development, also part of the internal experience from earlier. More knowledge from your staff means more questions answered from your customers.
  • Something from O’Brians Wines philosophy
    • Great
    • Understand
    • Enthuse
    • Sell
    • Thank
  • Brown Thomas is about consistency on all platforms – email, social, mobile, etc.


Every digital marketer’s nemesis. Or is it? I have previously written about AdBlock, what my opinion as a publisher and a user is and you can find it here. I was really happy from what I have learned from the CEO and Business Development at AdBlock Plus. Also, Ireland is the country leader with most AdBlock users, which makes it more relevant for the local market. Worldwide 200 million people use AdBlock software and the figure is growing.

Till Faida made some really good points on why AdBlock is needed. It is all the clutter that users want to avoid, but that clutter also pays for the good as well as the bad content on the web. So how do we deal with this? As a user I do not want to have to click through a gazillion of pop-ups to get to the content I am looking for. On the other hand as a publisher, I want to someday make money out of my content. The answer is better advertising ecosystem, for which finally there is a solution for, coming from no other but AdBlock Plus themselves. Shocker.

Till Faida CEO AdBlock Plus, Caroline Louwette Business Development AdBlock Plus

What they come up with is actually brilliant. Haven’t tried it yet, because I only found out about it yesterday, but on paper, it sounds great. AdBlock Plus called it Acceptable Ads. Here is how they explain what that is:

“Acceptable Ads help publishers, networks and advertisers generate more viable sources of revenue, which keeps online content free and delivers less intrusive ads that provide a more positive user experience.”

I won’t be getting into more details on it until I get more familiar with it and will come back to you with the results. For now, I hope you will check on it too. Here is a link to Acceptable Ads.

How to approach media

Exposure. The one thing we as marketers cannot get enough. When I say we, I really mean you. I’m only just a padawan marketer, Jedi master Guinness pourer, but a padawan marketer. Yes, back to exposure and how we all want more of it. I had the chance to get to hear from journalists and editors from cult institutions such as Forbes, Bloomberg, TechCrunch and VICE media at the Dublin Tech Summit. These guys had some tips for us on how to approach them. Here are some of them:

  • “If you want to be in the news, follow the agenda” – Mike Butcher, TechCrunch.
  • “Pick one or two media on which to pitch to, not all of them” – David Gilbert, VICE
  • “Focus on your audience and don’t oversell” – David Gilbert. Basically think of what your audience media is reading or watching and pitch to only them.
  • “How do you differentiate?” – Jacqueline Simmons, Bloomberg
  • “Avoid spamming” – Jacqueline Simmons, Bloomberg
  • “The subject title (of your email) is crucial.” – Federico Guerrini, Forbes. When sending a press release we should really focus on the subject, as it will lead to the decision if it will be opened or deleted.
  • “Keep it short” – Federico Guerrini, Forbes
  • “Being human and normal is the best pitch” – Mike Butcher TechCrunch
Federico Guerrini Contributor for Forbes, Jacqueline Simmons Executive Editor Bloomberg, Mike Butcher Editor At Large TechCrunch, David Gilbert Reporter VICE Media

This is where creativity is really important. The approach to the media is key. I can’t remember which one of them said that they receive over 200 emails daily of press releases. 200 a day!!! How the hell are we supposed to stand out?! It’s a mess, so brace yourselves, be creative and genuine and maybe, one day Forbes will feature us.

The Power of now

Insights from Twitter by Bruce Daisley, EMEA Vice President @Twitter.

We all love twitter, but as Gary Vaynerchuck and one of my lecturers say, as a business it sucks and it does not make sense. That might be true, but Gary Vee also said that it is the only true social digital hub where everything happens with no interference. I agree on both occasions. Mr Daisley agreed only on the latter.

So why should we use Twitter? Here are some answers to the question from Bruce Daisley:

  • It is the news app that changed the news. Whatever happens in the world – politics, sport, business, you name it, the first place to found about it is Twitter.
  • Daily active users numbers are growing fast, so it’s a place with huge exposure potential if you know where to find your audience.
  • “People come to Twitter with a mission to discover something” – Bruce Daisley
  • “People are looking for inspiration” – Bruce Daisley
  • “Less look at me (Facebook), more look at that (Twitter)” – Bruce Daisley
  • You can create campaigns that will quickly get people talking. This campaign from the British Heart Foundation was given as an example:

Bruce Daisley EMEA Vice President Twitter

The start-ups

I found some time to get to the start-ups as well and I am happy I did. The guys I was most impressed with were from a company called Rebrandly. I met the founder, Davide De Guz, a really cool dude with a really sound idea too. What they do is creating branded short links. They somehow found an innovative way of how to promote your company and brand. This is how they describe themselves:

“Rebrandly is the easiest way to create, share and manage branded links. We offer Individuals and companies the possibility to brand and shorten the links they share using their name or brand through a specific domain name. Rebrandly wants to change the way people share their relevant online content: people deserve to sign with their name or brand the important links they share online.”

Rebrandly team

This is it, the Dublin Tech Summit is finished and so am I. I know no one is still reading at this point. We are all lazy and our attention span is 8 seconds or less (if you read this under 8 seconds please contact me and teach me). If you are still here thank you and hope you found something that you can use to improve whatever you are doing.

Here is a cool video from Swissquote and Man Utd on how to take full advantage of 360.

Episode 1 : Take Security

Watch Manchester United players like you’ve never seen them before. Wayne Rooney is the first in an inspiring 360° video series about the values of success in football and forex.

See more at

Posted by Swissquote on Wednesday, 15 February 2017

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