Digital Influence And The Female Irish Consumer

©Krishna De 2011 – www.KrishnaDe.com Digital Influence and the Female Consumer Krishna De KrishnaDe.comKrishnaDe.com

Are you meeting consumers at the ‘Zero Moment of Truth’? Source: Google ZeroMomentOfTruth.com©Krishna De 2011 – www.KrishnaDe.com Today’s consumer wants to be more informed to make better choices and be confident that they get value for moneyKrishnaDe.com

Content sites inform purchase decisions Source: Yahoo Connectonomics Report©Krishna De 2011 – www.KrishnaDe.com Women gather information from content sites and share it on social networks and in personKrishnaDe.com

Content channels offer anonymity and a deeper connection Source: Yahoo Connectonomics Report©Krishna De 2011 – www.KrishnaDe.com Insight: Women are most open to advertising on content channels compared with communication channels where ads are often ignoredKrishnaDe.com

Recommendations ‘from people you know’is the most trustworthy advertising source for women surveyed in developed (73%) and emerging countries (82%) Source: Nielsen Women of Tomorrow Study©Krishna De 2011 – www.KrishnaDe.com Percent of women that say they “trust somewhat” and “trust completely”KrishnaDe.com

Women are more reticent to trust adverts on mobile phones, social networks and smartphones Source: Nielsen Women of Tomorrow Study©Krishna De 2011 – www.KrishnaDe.com Percent of women that say they “don’t trust much” and “don’t trust at all”)KrishnaDe.com

Do you hyper-target your social ads? Source: Social Code September 2011©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Women are more frequent visitors to online retail sites and social networks, and spend more time there than men Source: comScore Connected Women Study©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Are you aware of the source of traffic to your site? Source: Nielsen Jun2 2011©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

What motivates consumers to ‘follow’ a brand, product or service on Twitter? Source: Exact Target©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Why do consumers ‘un-follow’ a brand, product or service on Twitter? Source: Exact Target©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Why do consumers Like a company, brand or product Facebook Page? Source: Exact Target©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Why do consumers ‘un-Like’ a Facebook Page? Source: Exact Target©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com

Categories that female Irish consumersresearch after receiving a recommendation for a product or service Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

There are some gender differences related to online research… Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

The percentage of female Irish consumers that research online before making a decision to purchase (87%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

The percentage of female Irish consumers who comment they are more likely to purchase when they can find recommendations about products and services online (84%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

The percentage of female Irish consumers who comment that negative information online has made them change their mind about purchasing a product or service recommended to them (71%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

The percentage of female Irish consumers who comment that positive information online has reinforced their decision to purchase a product or service recommended to them (80%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

When researching to make a purchase, the majorityof female Irish consumers start their search with a search engine (76%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

When researching to make a purchase, for female Irish consumers, the next most popular place to start a search is a retailer site (18%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

When researching to make a purchase, a minority of female Irish consumers search on a manufacturer’s site, with this being more likely for an older consumer (4%) Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

Number of female Irish consumers using daily deal or group buying sites to make a purchase in the last 3 months Women On The Web: Irish Research September 2011©Krishna De 2011 – www.KrishnaDe.com ©Krishna De 2011 – www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

What does this mean for us as marketers?  Learn about your own consumer - what do they search for when looking for your products or services and what device do they use  Extend your marketing personas - include digital insights about your consumer  Integrate mobile marketing - include mobile marketing and mobile commerce in your marketing plans  Meet consumers where they are online - experiment with social commerce and look for©Krishna De 2011 – www.KrishnaDe.com ways to build engagement in Facebook with the development of appsKrishnaDe.com

What does this mean for us as marketers?  Hyper-target and personalise your communications - ensure that your adverts and your marketing message is relevant to your consumer and target audience  Invest in your website - search engine optimisation is critical and consider integrating the ability for consumers to leave reviews  Proactively manage your online reputation – invest resources to track brand mentions and use the information to enhance products and services alongside your sales and marketing processes©Krishna De 2011 – www.KrishnaDe.com  Remember - price, service and quality will help you retain your customer and attract more word of mouth referralsKrishnaDe.com

What does this mean for us as marketers?  This presentation was made by Krishna De at the conference ‘Purse Power: How to Engage and Influence the New Irish Female Consumer’ hosted by RD Communications held in Dublin in October 2011  The Irish research was developed from a joint project between Krishna De, Rachel Dalton of RD Communications and Oisin Byrne of iReach  An extended research report about the female Irish consumer will be made available during October 2011 in the meantime, please feel free to ask me your questions: Facebook.com/KrishnaDe Twitter.com/KrishnaDe Acknowledgements:©Krishna De 2011 – www.KrishnaDe.com  Oisin Byrne of iReach for the management of the Irish consumer research - the survey was conducted by iReach Market Research during the period of 22 -29 September using the iReach Consumer Decisions Research Panel which delivered 1,000 responses from adults in Ireland aged 18+ to 65+ and is nationally representative by Age, Region, Gender and Social Class.  Gerald Whelan of the graphic design consultancy BrandCentral.ie for the graphic representation of the Irish research  Photo credit http://www.flickr.com/photos/osiatynskaKrishnaDe.com

Digital Influence And The Female Irish Consumer

by Krishna De on Oct 11, 2011

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Digital Influence And The Female Irish Consumer — Document Transcript