Events

Missed out on DMX Dublin last week? Fear not we have your back.

Missed out on DMX Dublin last week? Fear not, we have your back.

The 4th annual DMX Dublin was held in the Aviva on the 9th of March. iProspect were delighted to be one of the sponsors of the event and the team was out in force. The event was a whirlwind of networking and ideas. The agenda was split into five main streams; Innovation, Integration, Inspiration, imagination and a new start up stream was introduced this year to showcase some of the best and brightest of Dublin based start-ups. It would be impossible to touch on everything so here are a few talks that stood out.


“Does great content make the internet a better place for consumers?”

Our very own Cara Shields spoke as part of the imagination stream and she gave a very insightful talk on the power of Great content.

Great Content is rooted in search but it does so much more than that. Great content drives brand visibility, it delivers engagement, it improves paid search, it is essential for social and it enables conversions.  So when 27,000,000 pieces of content are shared every day how do you stand out from the clutter? Cara took us through a few key steps on the journey to the holy grail of Great Content.

  • Understand your consumer.
  • Identify their search intent.
  • Create an informed content strategy.
  • Produce great content.
  • Measure everything.
  • Analyse and learn.

 “10 things I hate about digital”


I really enjoyed Jerry Daykin’s pun filled talk on the common misconceptions of the digital world. Here are some of his top digital gripes…

  • Digital is such a powerful and effective medium but traditional forms of advertising should not be ignored.
  • Let go of social competitions, they scream desperation. It is much better to have good content even if they don’t get thousands of likes. It’s more about adding value in the long run rather than quick wins.
  • Don’t ask what can I get consumers to do? Deal with the fact that they probably won’t do very much. Have you ever thought this campaign is going to go viral? Instead you are met with the deafening silence of a digital tumbleweed.
  • It’s not always about chasing the next big thing like Peach, Periscope or even VR. Realistically Oculus rift will never be in everyone’s house. Super users of the new thing will definitely be on Twitter and Facebook so do this well and reach them here.

“The Narrows wielding influence in the age of snapchat”

Philip Trippenbach of Edelman gave an illuminating talk on how to cut through media bubble and influence people. He identifies four main trends that are changing the way information flows through society.

  • Algorithms define our information flow and consumers are seeing what they want to see. A consumer is more likely to trust what they search than an official website and they trust what they already agree with.
  • Trust is moving away from the elites and more towards experts and people like me and you.
  • People are protecting their attention with ad blocking.
  • All these are changing the decision process.

He spoke about leveraging the right publishers and influencers to reach your audiences. There are a few important things to consider first.

  • First understand the content your audience want to see.
  • Pick the right influencer. This is not always the one most in demand. Sometimes the up in coming influencers can best for building long term relationships.
  • Pick one that is relevant to your brand.
  • Respect their personal and creative freedom otherwise your audience will know it’s fake.
  • Craft a message that aligns with your partner’s editorial integrity.

These were a few of our favourite talks. What your yours? We would love to hear.