Over 160 gathered at the Life Centre on Thursday 28th September for our most recent The Tomorrow Lab Presents event, focusing on the theme of “Driving Digital Results”. We had a great lineup of speakers, including Barry Adams from Polemic Digital, Vikas Arora from Microsoft/Bing, our very own Paid Adveritisng Executive Ruth Derby, Gareth Dunlop from FATHOM, Richard McKnight from Groundswell Growth and Heather Wright from the Irish FA.
Thank you to everyone who came along to the event and we hope to see you at our next event in November.
For those who weren’t able to make it, the following outlines the talks from our fantastic speakers along with their slide decks.
Barry Adams – Turning Data in Actions that Drive Results
First up at The Tomorrow Lab Presents event was one of Europe’s leading SEO expert and former Director at The Tomorrow Lab, Barry Adams from Polemic. Barry’s client list includes The Sun, Queen’s University Belfast, Fox News and Perkbox. His talk focused on Turning Data into Actions that Drive Results, mentioning tools such as Google Ads, Google Trends, Moz, Screaming Frog and Google Search Console for keyword search and website optimisation.
Vikas Arora – Psychology of Search
As Senior Search Executive at Bing and with over 14 years’ experience in digital marketing, we were excited to have Vikas Arora as a speaker at our event. Vikas spoke about the psychology of search and the importance of making content relevant to customers in an age when more people are becoming dependent on technology.
Vikas talked about the opportunity for businesses to be creative in terms of how they use search to reach customers, including the importance of having content that is persuasive, predictive and personal.
Ruth Derby – 7 Ways to Boost your Bottom Line
Ruth, Paid Advertising Executive at The Tomorrow Lab, spoke about the value of paid search to reach core audiences with more precision and to achieve business objectives, drawing on success stories from the different clients she is working with at The Tomorrow Lab.
Ruth also looked at the area of e-commerce, highlighting the different ways businesses can drive e-commerce conversions using tools such as Google and Bing Shopping.
Gareth Dunlop – Start with the Customer and Work Backwards
“Hopefully most of our users don’t think about or notice us. They just use the service and get on with their lives.” Russell Davies, Creative Director, Gov.uk.
Gareth Dunlop from User-Experience and UX Strategy agency Fathom spoke of the increasingly urgent need for businesses to stay in touch with their customer base, particularly in a time when more and more people are buying products online rather than in person.
Drawing on what the world’s most successful websites do, Gareth explained in a very simple way how businesses can tap into their customer base and design websites around their customer’s behaviour.
Richard McKnight – Understanding your Digital Audience
Richard McKnight (who is no stranger to #TTLPresents) from Groundswell shared his experience of working in e-commerce, working with brands such as Chain Reaction and Kukoon.com. Richard looked at the success businesses can have when segmenting audiences and targeting them at a stage that makes sense during their user journey.
With the help of tools like Google Analytics and Facebook Pixel, Richard shared how there are different ways in which businesses can target the right audience and put their product in front of them in an effective way.
Heather Wright – Dare to Dream
Last but not least was speaker Heather Wright, Sales & Marketing Manager at the Irish Football Association (IFA). Heather spoke about the IFA’s #DaretoDream campaign in the lead up to and during Northern Ireland Men’s Football team’s involvement in the 2016 World Cup.
Heather gave a bird’s eye view of the #DaretoDream campaign and how it fed into the IFA’s overall strategy. The campaign resulted in a 65.3% increase of followers via social media, just one of the incredible digital results Heather shared as part of her talk.
View more photos from this event on our Facebook page.
Our next event…
We’re back with more #TTLPresents on 30th November, where the theme will be Digital Strategy. The speaker line-up is not to be missed:
#1 Oscar Carreras Sandoval – Director Of Seo (Emea) At Expedia Inc.
#2 David Johnston – Founder Of Outsidein
#3 Sarah Shimmons – Head Of Marketing, Linwoods
#4 Andi Jarvis – Founder Of Eximo Marketing
#5 Eamonn Connolly – Business Development Manager At The Tomorrow Lab
#6 Catherine Mckernan – Digital Marketing Executive, Galgorm Resort & Spa