Are brands spending big while neglecting digital foundations that drive growth?
During AIBC Eurasia 2026, on 10th February, the panel titled Flashy Thrills vs. Broken Sites: Why Some Brands Still Ignore Their Digital Foundations brought together a strong lineup of marketing and performance experts, moderated by Oliver De Bono, Co-Founder & CCO at Quantum. Joining him on stage were Nikola Radujković, Managing Director at Odys, Simon Westbury, Strategic Advisor at 1x, and Wojtek Stellmach, Co-Founder & CEO at BugsyEmpire, all offering direct insight into where brands are still going wrong and what the smarter ones are doing differently.
Chasing long-term performance
Opening the discussion, Oliver De Bono highlighted the shifting landscape across competitive markets, noting that in “tier one European markets” there is now a clear loop forming around what works, what doesn’t and where brands are placing their resources.
Nikola Radujković quickly made it clear that the answer isn’t universal. “It depends on the market itself,” he explained, stressing that companies must “test it out first and see what’s working,” before committing to any large-scale strategy. According to Radujković, sustainable growth still comes from careful analysis and long-term planning, not short-term spending spikes. “Once the data is collected you can see what is working for you,” he said, adding that in competitive regions like Scandinavia, “the value is still coming from the SEO.”
He also delivered a warning that echoed throughout the room that if the product itself isn’t optimised, any campaign success will be temporary. “If the product is not optimised, you are just going to claim the short boost in the long term,” he said, underlining that brands need to prioritise infrastructure before expansion.
Strong product experience
Wojtek Stellmach expanded on the conversation by pointing out that digital foundations must be approached differently depending on how developed a company already is. “It depends on the maturity of the brand,” he explained, noting that new brands often chase fast visibility through multiple channels without first ensuring their platform is actually ready to convert.
“SEO and Google traffic will always be the most valuable traffic,” Stellmach stated, but he reminded the audience that “SEO is a long-term game,” and brands must align their expectations accordingly.
When asked where businesses should begin, Stellmach’s answer was practical, stressing “You have to ask if your product is ready. Do I have all the right elements?” Simon Westbury reinforced the importance of aligning brand strategy with the user journey, explaining that modern expansion requires both local relevance and digital consistency. “You can’t ignore digital. It all has to come together,” he said. Westbury also stressed that trust-building matters just as much as performance marketing, especially when entering emerging regions. “You need brand awareness for credibility,” he said, adding that companies must engage with local communities in ways that feel authentic and value-driven.
As the discussion moved toward customer experience, the emphasis was on the technical basics that are still being overlooked far too often. “Speed is the most important,” Stellmach emphasised, reminding attendees that no branding campaign can compensate for slow platforms, weak retention systems or frustrating customer journeys. Radujković closed his contribution with one final piece of advice for brands trying to break into crowded markets, “Just be unique.”
Digital foundations for competitive advantage
The panel delivered a simple but powerful takeaway that the brands winning in 2026 won’t be the loudest, they’ll be the ones with the strongest digital structure underneath the surface. From SEO strategy and platform performance to retention, adaptability and credibility, success is increasingly defined by execution rather than appearance.
With AIBC Eurasia 2026 still unfolding and more key sessions ahead, stay tuned as we continue bringing you coverage from Dubai, including panels, networking highlights, announcements and standout moments from across the expo.
