On Thursday, September 5th 2024, the StudioForty9 team attended the Digital Summit. This event brings together SMEs and ecommerce businesses from all over Ireland. Covering topics such as sales, marketing, customer experience and AI, here are some of the highlights from the event:
TURBO CHARGING SALES & GROWTH
The Profit Code: Master Digital Strategies to Fuel Your Irish Business Growth — Kwanele Nomoyi | Google
The presentation focused on leveraging digital platforms, particularly Google's tools, to understand consumer behaviour and optimise marketing efforts. Key takeaways included the importance of personalised experiences, the changing shopping habits of consumers, and the potential of AI to enhance marketing campaigns. Google emphasised the use of AI for creative and content generation, measurement, and insights. Additionally, they recommended utilising tools like Google Search, PMax, and Local Inventory to effectively reach target audiences and drive conversions.
E-commerce Advertising – How to Structure for Scale — Richard McSweeney & David de Patoul | Strike Digital
Strike Digital's presentation focused on the strategies and considerations involved in scaling digital marketing efforts. They emphasised the importance of a strong organic presence, clear creatives, robust tracking, and realistic expectations. The presentation also highlighted the challenges of scaling without adequate inventory and the need for careful planning to avoid unpredictable results.
CX STRATEGIES
Why the customer experience matters - Graham Wilkinson | Trustpilot
Graham from Trustpilot spoke about the significance of customer experience (CX) as a holistic concept that encompasses brand perception. He differentiated CX from customer service and highlighted its role in business growth and scaling. Key factors contributing to positive CX include personalisation, efficiency, empathy, consistency, clear communication, follow-up, and feedback. Graham also discussed the benefits of prioritising CX, including higher loyalty, increased lifetime value, improved internal culture, and reduced customer support issues. Conversely, poor CX can lead to missed opportunities. Trustpilot showcased how companies can leverage their reputation as a marketing asset and monetise positive reviews.
The human touch in a digital world: perfecting people-centric customer experiences to drive growth - John Mitchell | All human
John Mitchell, CEO of All Human, challenged the notion that AI is an all-encompassing solution. He focused on the importance of the human element and argued that data alone is insufficient for building meaningful connections with customers. Mitchell highlighted the need for real human feedback and encouraged marketers to lean into this rather than relying solely on information. He used examples like Dove's AI-generated ad campaign to illustrate how a human-centric approach can resonate more effectively with audiences.
MARKETING
Creating Engaging Content to Drive Growth: The Fractional CMO’s Guidebook - Darina Coffey | Hibernia Venture Labs
This presentation from Hibernia Venture Labs focused on the value of long-form content for websites, using thetaste.ie as a case study. The speaker highlighted how high-quality content can drive organic growth, build trust and credibility, and generate long-term ROI.
UNLOCKING THE POWER OF AI
Using Generative AI in your business – How to mitigate the risks - Victor Timon | ByrneWallace
Victor Timon from ByrneWallace LLP underlined the need for businesses to implement AI policies. He highlighted the importance of good corporate governance, ethics, and addressing the potential risks associated with AI, such as fake news and unauthorised use of personal data or intellectual property. The presentation outlined key components of an AI policy, including stakeholder identification, policy review, procurement processes, risk assessments, supplier due diligence, usage guidelines, training, and breach response procedures. Timon stressed the ever-changing nature of AI policies and the necessity for regular updates to keep pace with developments in regulations and technologies.
Deploying AI to maximise efficiencies in business supply chains - Shana Chu | Tailr
Shana Chu, the founder of TAILR, presented on how AI is transforming the textile industry. She highlighted the challenges faced by the industry, including outdated supply chains, reliance on analogue processes, and a lack of data-driven decision-making. TAILR's solution is to bring AI into the production process, enabling factories to scan fabrics and extract key information like yarn density and patterns. This allows for more efficient production, improved quality, and greater sustainability.
TRENDS | FUTUROLOGY
Ecommerce trends and figures and priorities as e-commerce sector for the next EU mandate - Anna Lachambre | Ecommerce Europe
The Euro Ecom Report 2024 highlights both growth and challenges in European e-commerce. While B2C growth has slowed, there's a rise in direct-to-consumer (DTC) sales and B2B e-commerce potential. The report finds Ireland leading the way with 89% online shoppers, compared to Bulgaria's rate below 50%. Marketplace sales are increasing, alongside a shift towards sustainable consumption and a thriving second-hand market. However, the EU faces a complex legislative landscape. A fragmented single market, geopolitical considerations, and the rise of AI pose challenges. Non-EU giants like Shein and Amazon add pressure, prompting the EU to consider higher import taxes. With a new legislative commission coinciding with 2024 elections, key priorities include creating a level playing field for EU and non-EU businesses. They also want to make sure that online and in-store shopping are treated the same way. Simplifying regulations and making them consistent across all EU countries is another goal, however enforcement and ensuring regulations are SME-friendly remains a challenge.
Livestreaming: the future of E-Commerce- Sophie Djordjevic | Guerlain
Sophie Djordjevic discussed the rise of live shopping, highlighting its popularity in China and its growing potential in other markets. Live shopping offers several benefits, including increased conversion rates, enhanced brand loyalty, and cost-effective production. She outlined the key components of a successful live shopping campaign, from preparation and hosting to post-event follow-up. Djordjevic also touched on the importance of choosing the right host and selecting appropriate platforms for livestreaming. Overall, live shopping presents a valuable opportunity for businesses to engage with customers and drive sales.
The future of sustainability in delivery logistics — Bobby Healy | Manna
Bobby Healy, the founder of Manna, presented on the company's innovative drone delivery service. Manna is the largest drone delivery company in the EU, offering rapid and efficient delivery of food and other goods. With a focus on last-mile delivery, Manna can deliver items in as little as three minutes, compared to the traditional 20-minute wait time. Healy highlighted the environmental benefits of drone delivery, such as reduced noise pollution and the use of electric vehicles. Manna's service has proven popular with customers, who appreciate the convenience and speed it offers.
