Your customers are online. Are you?


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Your customers are online. Are you?

  1. 1. Your customers are online. Are you? 22.10.09
  2. 2. 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
  3. 3. 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
  4. 4. Advertising on the Internet? That’s crazy talk.
  5. 5. The Irish Internet User: Patterns and Behaviours WARNING: Bar graphs ahead
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. We’re number 10! HAVE YOU EVER MADE A PURCHASE OVER THE INTERNET? SOURCE: Nielsen Global Online Shopping Report February 2008
  10. 10. Are they buying what you’re selling? IRISH CONFIDENCE IN INTERNET TRANSACTIONS SOURCE: Amas State of the Net Autumn 2009
  11. 11. 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
  12. 12. Make up your mind already! DECIDING WHICH SITE TO USE WHEN SHOPPING ONLINE SOURCE: Nielsen Global Online Shopping Report February 2008
  13. 13. Search Engine Usage and Opportunities It’s not where you’re from, it’s how high you rank
  14. 14. Who’s Googling who? 90%+ IRISH INTERNET USERS WHO USE GOOGLE SOURCE: Amárach Surveys and Forecasts Life Online 2009
  15. 15. 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
  16. 16. 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.
  17. 17. Do I really need a website? YES
  18. 18. Social Networks and Conversational Marketing They’re not just your customers anymore. Now they want to be your FRIEND!?!?
  19. 19. 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
  20. 20. Where my peeps at?
  21. 21. There’s something out there for everybody ORDER CHAOS
  22. 22. Are social networks OK for little ol’ me?
  23. 23. It’s not who you know, it’s who you know knows
  24. 24. Digital Case Studies Let’s look at some cool stuff!
  25. 25. 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
  26. 26. Thanks!