Your customers are online. Are you?
22.10.09

So why should I listen to this guy?
• Head of Interactive for one of the biggest agencies in Ireland
• 20 years of technology experience, 15 years of advertising
experience
• Has worked with some of the biggest brands in the world
• Has worked with many small, local businesses as well
• Knows what Twitter is

How long is this going to take?
I’ve got somewhere to be…
• The Internet is global but I’m local
• How can people find me on the Google?
• I think I have a website somewhere
• Social networks? I know OF them
• See what works for other people and steal their ideas
• Hope someone asks the question you’re afraid to ask
• Thunderous applause

Advertising on the Internet?
That’s crazy talk.
bit.ly/WebList

The Irish Internet User: Patterns and
Behaviours
WARNING: Bar graphs ahead

I’m pretty sure this Internet thing is going
to catch on one day
PERCENT OF ADULTS REGULARLY USING THE INTERNET IN IRELAND
SOURCE: Amárach Surveys and Forecasts Life Online 2008

It takes all kinds
(to make my job more difficult)
29% Tech Savvy 41% Tech Enthusiasts 24% Mobile Converts 6% Tech Rejectors
TECHNOLOGICAL APTITUDE OF THE IRISH POPULATION
SOURCE: Amas State of the Net Autumn 2009

On the Internet no one knows you’re a
tech rejector
68%
AVERAGE
REGULAR INTERNET USAGE IN THE IRISH POPULATION
SOURCE: Amas State of the Net Autumn 2009

We’re number 10!
HAVE YOU EVER MADE A PURCHASE OVER THE INTERNET?
SOURCE: Nielsen Global Online Shopping Report February 2008

Are they buying what you’re selling?
IRISH CONFIDENCE IN INTERNET TRANSACTIONS
SOURCE: Amas State of the Net Autumn 2009

So much for that recession huh?
• 50% of Irish consumers look for advice online before making a
purchase
• 90% of consumers believe they can save money online
• Average online spend of an Irish consumer was €1700 in 2008
• €300M worth of goods were purchased online in Ireland in 2008
• €2.5B spent in total online transactions in Ireland in 2008
(including travel, gambling and finance)
• 25% of Irish people expect to spend more online in 2009
SOURCE: Google 2009

Make up your mind already!
DECIDING WHICH SITE TO USE WHEN SHOPPING ONLINE
SOURCE: Nielsen Global Online Shopping Report February 2008

Search Engine Usage and Opportunities
It’s not where you’re from, it’s how high you rank

Who’s Googling who?
90%+
IRISH INTERNET USERS WHO USE GOOGLE
SOURCE: Amárach Surveys and Forecasts Life Online 2009

Search and ye shall find
• 96% of internet users in Ireland use Google
• 29% click on sponsored links “almost every time”
• 27% find sponsored listings “somewhat” or “very” trustworthy
• 34% said that they don’t trust them at all or not that much.
SOURCE: Radical Search Marketing World 2009 Research Survey

Your Website is Your Calling Card to the
World
Hey, that’s pretty good! I just made it up. Don’t use it, I’m going to
copyright it.

Do I really need a website?
YES

Social Networks and Conversational
Marketing
They’re not just your customers anymore. Now they want to be
your FRIEND!?!?

You’ve got to have friends
• 23% of adults in Ireland use a social networking site regularly
• Doubled since 2008
• Bebo has 850K regular visitors
• Facebook has 800K regular visitors
• YouTube has 1.3M regular visitors
• 2nd largest search engine in the world
SOURCE: TGI 2009

Where my peeps at?

There’s something out there for
everybody
ORDER CHAOS

Are social networks OK for little ol’ me?
bit.ly/SmallFirms

It’s not who you know, it’s who you know
knows
www.linkedin.com/in/interactivemark

Digital Case Studies
Let’s look at some cool stuff!

Sorry. I wasn’t paying attention.
What should I be doing?
• Know thy customer and find out what their expectations are
• Be findable
• Don’t impede a potential sale
• Watch, learn, adjust
• When your customer needs you, be there
• Shut up and listen sometimes
• Be proactive about providing value
• Scale does not contain ambition

Thanks!
mark@irishinternational.ie
http://www.twitter.com/irishintl