3XE Digital: Search and Social Highlights by Monsoon Consulting

Monsoon Consulting
3XE Digital: Search and Social Highlights by Monsoon Consulting
3XE Digital: Search and Social Highlights by Monsoon Consulting

The latest 3XE Digital Marketing Conference took place at Dublin’s Croke Park on Thursday 13th October. Focusing on trends in Search and Social Media Marketing, the event was attended by over 600 marketing professionals and featured insightful presentations and workshops by a host of digital experts. In this post, Monsoon’s Darragh Verschoyle and Alison Hilliard share their experience from one of Ireland’s biggest digital marketing conferences.

The 3XE Digital conference series provides an opportunity for digital marketing professionals to network and learn about the latest industry trends and technologies. The event kicked off with some interesting E-Commerce Benchmarks presented by Wolfgang Digital. This talk highlighted the important sources, devices, and metrics which influence online conversion optimisation, notably the growing importance of integrating Mobile into your digital strategy. One of our favourite quotes from the event:

Mobile is the Decision-Maker; Desktop is the Money-Maker
Wolfgang Digital

Next up was Search Optics, and their take on 'Personalisation and Location: Using Hyperlocal to Deliver Real Results'. This was particularly interesting, given the growth of location-based features in a lot of the applications we commonly use today. 

"Mobile is the Decision-Maker; Desktop is the Money-Maker". 

Next up was Search Optics, and their take on 'Personalisation and Location: Using Hyperlocal to Deliver Real Results'. This was particularly interesting, given the growth of location-based features in a lot of the applications we commonly use today. 

The morning session continued with Rosanna Davison's approach to using social media to build brand - a good insight into personal branding, and striking the balance between personal and business related content in an age of the 'influencer'. 

The event accelerated with a branded content study on Carzone.ie by iReach and GroupM, which outlined the challenges of Search and Social when targeting specific user personas. BBDO's Jonny Spindler explored 'A New Era of Digital Creativity', and highlighted the value of creating stand-out content in an increasingly cluttered world of technology and media. Key points included adopting a mobile-first approach and embracing mass-personalisation. 

We particularly enjoyed the presentation by Aleesha Tully (In The Company of Huskies) on 'The Connected Consumer Journey'. As we know, technology has completely transformed how consumers interact with brands. Unlike the comparably simplified Don Draper era of traditional media, the contemporary consumer engages with a myriad of channels and touchpoints. The challenge for digital marketers is to understand the consumer, their journey, and their touchpoints in order to devise a clear strategy.

Another talk of interest was Darren McManus from Arekibo's analysis of 'The State of Web Analytics in Ireland', which shed some light on the issues of 'Dark Traffic' and 'Vanity Metrics'. We were surprised to find that 67% of survey respondents do not use Google Tag Manager as part of their analytics. GTM is one of our favourite digital tools here at Monsoon Consulting.

 

Next, Richard Talbot of TinderPoint reflected on some of the epic fail moments that digital marketing has produced, and how to avoid them!

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