DÚN LAOGHAIRE

1 days / 12 talks
Thought Leaders & Digital Innovators

13th June 2019, Royal Marine Hotel
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Best Brand Marketing Category

The DLR Summit team, powered by Digital Dún Laoghaire, a Dún Laoghaire Business Improvement District initiative is delighted to announce that we’ve been nominated for an Irish Internet Association Net Visionary award in the Best Brand Marketing Category.

The first ever DLR Summit took place on 8th June in Dún Laoghaire’s own Pavilion Theater and attracted over 240 delegates, entrepreneurs, business leaders and digital innovators to the town for the one day event.

It received tremendously positive feedback from attendees, delegates and the local business community, and at one point was trending in the number one spot on twitter, above the UK election which was being held on the same day.

DLR Summit would like to thank all the events sponsors; Dún Laoghaire-Rathdown County CouncilBank of IrelandCode InstituteIEDR and Digital Marketing Institute, without whom the event would not have been such a success.

There were a mix of speakers on the day which ranged from local entrepreneurs, to international companies being represented which included Facebook, Microsoft and IBM.

Make sure to follow DLR Summit on Facebook & Twitter for all the latest news about up coming events.


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‘Digital Strategy for Business’

Speaker Hugh O’Byrne, VP Digital Sales for IBM, will be presenting “Digital Strategy for Business”. O’Byrne has an extensive background in the digital world. With over thirty years of experience, O’Byrne began programming as business use in computers was expanding from large corporations to medium-sized businesses.

“Everything had to be built, such as payroll,” O’Byrne says. “It was exciting as there was so much which needed to be done–very little existed.”

Currently, O’Byrne is responsible for digital sales at the $80 billion technology company, IBM. He created the largest digital sales center in Dublin for IBM globally, a project that employs 800 people in Dublin and another 120 in Bratislava, Slovakia.

O’Byrne’s presentation will cover digital strategy in business. “All business to business research is done online and companies often make choices about who to choose without ever talking to a vendor,” O’Byrne says. He hopes to highlight the importance of digital in business today. He advises businesses to not ignore the digital world. “It’s here to stay and how business will be increasingly done. You need to engage appropriately, choose some basic strategies and stick with them.”

Companies that engage with the Internet can be categorised in two ways, O’Byrne says: those which have grown up with the Internet and have always used it in business and those which are now applying it to their business models. “Whichever company you are–digital is a key element of your digital strategy going forward.” In his presentation, O’Byrne will exemplify how businesses can incorporate digital strategy into their models with an Irish company that uses digital in their business daily.

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Shop owners played many roles prior to the rise of vertical integration. Direct customer interaction and on-floor management allowed a shop owner to be not only a salesperson, but also a marketing manager, product distributor, customer service representative, accountant, and, frequently, product designer. The shop owner was present for all aspects of the sales process, from aiding customers in their search for products to redevelopment and design if these products failed to meet consumer requirements. They monitored and analyzed profits, returns, and revenue. The shop owner was present for the entire cycle, and understood the customer experience in an in-depth way.

Utilizing analytics to investigate and analyze the market and customer experience provides businesses the same opportunity as the shop owner, but with a larger scope. Customer journey mapping allows business owners to access the customer experience across all fields, providing a deeper insight into marketing, development, and customer service strategy and further improvements in these areas.

As customers interact with your organization, they come into contact with the business in countless ways. Perhaps a prospective customer locates your organization first through a search or social media. As paid campaigns kick in across email or social networking profiles, these prospects come into contact with reviews and access whitepapers and material from leading industry leaders. Consider the additional “face-to-face” interactions, the customer service representatives, sales teams, and further support a prospective connects with. Across all of these channels, the analytical information your organization accumulates grows rapidly.

Customer journey mapping is a convenient method for strategically analyzing all of that data. It’s particularly conducive for collaboration across departments. Customer journey mapping equips your organization with a structure that examines multiple channels of marketing together in order to help you better identify points in interactions with your organization that may be uncomfortable or jumbled for the customer, also known as gaps. Perhaps one of the biggest benefits to implementing a customer journey map is the shared understanding of how team members fit into the overall organization. A greater awareness of how individual roles correspond to the customer experience helps to facilitate team bonding and cooperation organization-wide.

Analytics provide businesses with the tools to develop a rich understanding of how marketing practices impact the consumer to further business results. An analytical approach to customer journey mapping allows for a comprehensive examination of the entire marketing experience, from customer acquisition to consumer patterns to results and revenue. Customer journey mapping provides a cohesive, “big-picture” visualization of data from the numerous data sources your organization uses: social networks, paid campaigns, email lists, and more. Combining these different strands grants your organization a clearer depiction of what strategies customers respond best to.

Customer journey mapping provides the analytical background your organization requires to implement the best marketing and development strategies possible, ensuring a clearer user experience. Additionally, it allows for cross-departmental dialogue and collaboration. Following a customer journey map is a quick route to ensuring a cohesive, valuable experience for both the prospect and your organization.

A version of this article can be found at the 3XE Digital Conference blog.

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