A look at some of the global realities creating extraordinary opportunities for growth and profits for Irish businesses.

1. GLOBAL REALITIES, IRISH OPPORTUNITIES
AAI Advertiser’s Toolkit Seminar
© Amárach Research 2015

2. The future only happens
once, so be prepared.
Drawing on our research
at Amárach, we have
selected key global trends
that will shape marketing
reality in 2015.
AAI SEMINAR

3. SEVEN GLOBAL THEMES:
Global Outlook
Surplus Added
Healthness
DataMine
Ubernomics
Belonging
MYOM

4. In a word: fragile.
Deflation.
Debt.
Euro.
But…
Negative interest rates.
Exports.
Jobs.
GLOBAL OUTLOOK
AAI SEMINAR

5. Central
Bank:
2015
consumer
spend
= €87.9bn
(+€2.5bn)
AAI SEMINAR

6. IMPLICATIONS
Don’t bank on growth,
be the growth.
Make deflation your friend
(and your customers’
friend too).
GLOBAL OUTLOOK
AAI SEMINAR

7. ‘Airbnp’ – productivity.
Turning sunk costs into
supplementary income.
The Sharing Economy is a sub-
set of the Sharing-Referring-
Comparing Economy.
Impacting on wider economy
through influence on renting &
buying behaviours generally.
UBERNOMICS
AAI SEMINAR

8. Uber in
Ireland:
‘tens of
thousands’
of users
in Dublin
AAI SEMINAR

9. IMPLICATIONS
Float the sunk costs.
Unbundle the customer journey
& experience into components
that can be
shared/referred/compared.
Turn a great experience into
a shared experience.
Get back inside
‘the circle of trust’.
UBERNOMICS
AAI SEMINAR

10. Adding value is not enough.
It is no longer about adding
value – or even multiplying
value – it’s about:
adding surplus.
In an age of deflation &
stagnation, you can use
abundance to move the
conversation on from price.
SURPLUS ADDED
AAI SEMINAR

11. UPC
Ireland
Report:
consumer
surplus
from
broadband
= €1,128 pa
AAI SEMINAR

12. IMPLICATIONS
A key question: what is the
difference you make/surplus
you add to the lives of your
customers?
Technology, service, price,
bundling and plain old
convenience create a customer
service that they value and will
keep bringing them back.
SURPLUS ADDED
AAI SEMINAR

13. We live in the Age of Ageing.
The current health (or illness)
service structures are
unsustainable.
This is true for pharma,
insurance, chronic & age-
related illness.
New and huge markets are
emerging in relation to
prevention, self-medication,
monitoring and treatment.
HEALTHNESS
AAI SEMINAR

14. Average
Irish
consumer
spending
on health
= €62
per month
AAI SEMINAR

15. IMPLICATIONS
Look for partners,
e.g.: IT providers.
Look for new channels, e.g.:
petrol stations.
Focus on control.
HEALTHNESS
AAI SEMINAR

16. Get ready for the
Intention Economy.
It will be pushed by more scares
about data security.
It will be pulled by a growing
realisation of the value the
personal data we give away
for free.
As consumers increasingly
decide ‘my data is mine’ then
governments will follow fast.
DATAMINE
AAI SEMINAR

17. Microsoft
Report:
64% of Irish
adults feel
personal
data online
is less safe
than before
AAI SEMINAR

18. IMPLICATIONS
Follow the data.
The Sharing Economy will soon
become the Intention Economy.
The best customer experiences
will be the ones where they feel
valued, not just that they are
getting value.
The customer isn’t king, the
customer is the data controller.
DATAMINE
AAI SEMINAR

19. We’ve reached peak
Individualism.
Postive & negative drivers:
- sharing
- experience
- wellbeing
but also:
- loneliness
- urbanisation
People want to belong…
and belonging to have meaning.
BELONGING
AAI SEMINAR

20. In Ireland,
members of
a retailer
loyalty
scheme will
spend
average of
35% more
than non-
members
with same
retailer
AAI SEMINAR

21. IMPLICATIONS
Go beyond loyalty to belonging.
The next generation of loyalty
schemes will feel more like your
local GAA than Tesco Clubcard.
It ties into the wider sharing,
data and wellness trends.
If your brand was a club, why
would people want to join?
BELONGING
AAI SEMINAR

22. People Before Profits Processes.
In an age of added surplus and
ubernomics there are new
sources of ‘buying power’.
From alternative currencies to
‘pay per tweet’ there is a
greater willingness to imagine
new types money.
And it has never been easier to
‘make your own money’!
MYOM
AAI SEMINAR

23. AAI SEMINAR

24. IMPLICATIONS
Follow the money.
What has currency in your
customer relationships – and
what could become a currency?
Explore new ways of turning
consumer surplus, loyalty points
and time preferences into ways
of generating belonging,
engagement and ‘profit’.
MYOM
AAI SEMINAR

25. GET READY
Grow without Growth
Be Abundant
Unbundle the Value Chain
Maximise Wellness
Share Control
Be Your Own Currency
AAI SEMINAR

26. Keep up to date with Amárach’s insights
and foresight as 2015 unfolds:
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
s. slideshare.net/amarach/presentations
ln. linkedin.com/company/amarach-research