This document provides an overview of a market research report conducted by iReach Market Research on media consumption among Irish female consumers. Some key findings include:
- Social media and online platforms now play a significant role in how female consumers get informed and make purchasing decisions.
- Traditional media like TV and radio are still most impactful for brand awareness, but word-of-mouth and social recommendations strongly influence purchase decisions.
- Many female consumers feel misunderstood by marketers and distrust financial/investment terminology. Trust in peer recommendations is high.
This presentation was delivered at the Monitoring Social Media Conference in London on Nov 17, 2009 (#msm09 on Twitter).
It is also posted on the conference Slideshare profile.
http://www.slideshare.net/oursocialtimes.
It was selected top presentation of the day on Slideshare on Dec 9, 2009.
The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) :
1/ do content sites generate conversations, and which factors drive the conversation
2/ what drives those conversations with Belgian visitors
3/what do these powerful conversations mean for brands ???
Making Money with Mobile (2012 MFSA Annual Conference)interlinkONE
John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.
During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.
He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.
Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.
Some of the technologies that John discussed include:
- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!
Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!
This presentation was delivered at the Monitoring Social Media Conference in London on Nov 17, 2009 (#msm09 on Twitter).
It is also posted on the conference Slideshare profile.
http://www.slideshare.net/oursocialtimes.
It was selected top presentation of the day on Slideshare on Dec 9, 2009.
The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) :
1/ do content sites generate conversations, and which factors drive the conversation
2/ what drives those conversations with Belgian visitors
3/what do these powerful conversations mean for brands ???
Making Money with Mobile (2012 MFSA Annual Conference)interlinkONE
John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.
During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.
He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.
Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.
Some of the technologies that John discussed include:
- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!
Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
This presentation explores the attitudes of U.S. online consumers toward advertising in general and how their attitudes differ based on the medium, in particular on social networking services. Social networking services offer marketers a unique channel to interact with consumers and engage them with their brand. However, most advertisers are missing this opportunity because they are employing the wrong approach. This presentation presents IDC primary research on U.S. consumer behaviors on social networking services, their attitudes toward advertising on these sites, and the implications for how marketers and advertisers can utilize social media to connect with customers.
WFA webinar featuring Anthony Rushton, CEO of Telemetry to discuss "digital pre and post buy: towards more transparency in online video", and the TLM100 index.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
The future of retail is the Intelligent Store that empowers retail associates and delivers a more productive and fulfilling shopping experience for consumers. Learn about the findings of the 2011 shopper survey.
College research happens online every day for high school students of all grades as well as their parents.Your website is the source students trust most for information and where they go before they even step foot on campus or apply. According to Google, higher education marketing dollars (as a percent) spent on digital recruitment strategies lag way behind compared to the increasing student shift from traditional media consumption to digital.
In this session we explore how to drive your target prospects to your website, continue a digital relationship with them, while advancing them through the funnel towards enrollment.
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...LiveXtension
Nielsen, 7 July 2009 Nielsen Press Release. Recommendations by personal acquaintances and opinions posted by
consumers online are the most trusted forms of advertising globally, according to the latest twiceyearly Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
This presentation explores the attitudes of U.S. online consumers toward advertising in general and how their attitudes differ based on the medium, in particular on social networking services. Social networking services offer marketers a unique channel to interact with consumers and engage them with their brand. However, most advertisers are missing this opportunity because they are employing the wrong approach. This presentation presents IDC primary research on U.S. consumer behaviors on social networking services, their attitudes toward advertising on these sites, and the implications for how marketers and advertisers can utilize social media to connect with customers.
WFA webinar featuring Anthony Rushton, CEO of Telemetry to discuss "digital pre and post buy: towards more transparency in online video", and the TLM100 index.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
The future of retail is the Intelligent Store that empowers retail associates and delivers a more productive and fulfilling shopping experience for consumers. Learn about the findings of the 2011 shopper survey.
College research happens online every day for high school students of all grades as well as their parents.Your website is the source students trust most for information and where they go before they even step foot on campus or apply. According to Google, higher education marketing dollars (as a percent) spent on digital recruitment strategies lag way behind compared to the increasing student shift from traditional media consumption to digital.
In this session we explore how to drive your target prospects to your website, continue a digital relationship with them, while advancing them through the funnel towards enrollment.
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...LiveXtension
Nielsen, 7 July 2009 Nielsen Press Release. Recommendations by personal acquaintances and opinions posted by
consumers online are the most trusted forms of advertising globally, according to the latest twiceyearly Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries.
B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID. The GTM revolution is here and B2B sales is forever changed.
Tough Times Don’t Last But Tough Competitors Do
Forrester EMEA Marketing Forum
November 18th, 2009
http://www.forrester.com/events/eventdetail/0,9179,2424,00.html?sTab=agenda
Half of all ad spend is wasted. Marketers are under pressure to produce results, often times with fewer resources and greater expectations. Join Tim Suther’s discussion of core principles that transcend macroeconomic condition and enable tough, high-performance marketing and advertising.
Using real-world examples Suther will move the discussion from vision to practical, deployable ideas that demonstrate the utility of these core principles, allowing your message to be heard: the “new black”, data; optimization and the 360 degree view of your consumer; Confluence of insight and media; accountability in execution. This construct enables direct marketing sensibility in your marketing processes and campaigns, creating staying power during the tough times and competitive advantage during the good times.
Keynote presentation from Jeffrey Pruitt, CEO of ethology, at Baidu World Conference in Beijing on September 2, 2011.
The confluence of content, social, and search have presented marketers with a uniquely new and challenging paradigm shift. Pruitt delves into the new breed of marketing that is driven by creating, optimizing, and distributing the different types of content required to engage customers on the social web, based on the data of many analysis tools.
Introduction to Social Media in Ireland based on research completed by iReach Market Research in 2010. Presention looks at the relationship between Online Advertising, Social Media and traditional Ads media
The Social Shopper: A Lens into the future of Retail ExperiencesDelvinia
The Internet and social media have created a landscape where consumers are a more significant force than ever before. And, digitally-savvy shoppers are leading the way. Our study around consumer use of digital technology — conducted through AskingCanadians™ — reveals that digital experiences are not only a key component in the purchase process; but digitally-inclined shoppers are fast becoming the consumers of the future.
Presentation on Adwords in a Down Economy. How Adwords marketing can help even the smallest of companies during a recession.
www.gazelleinteractive.com
This helps in choosing right social media platform for marketing
Presentation talk about Social Media and their platform. It takes insight what is going on world over , traffic and predication.
Presentation from sheCommerce event in Dublin on 6th October including new Market Research by iReach on purchasing influence of females and influence of different media platforms and approaches.
iReach surveyed 2,000 females in Ireland during the summer of 2012
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This research report from AIMIA (sponsored by Reactive) looks what Australian retailers are doing to evolve their eCommerce offering.
The research aims to give retailers and AIMIA members an independent benchmark by which to assess their own business priorities and opportunities in this space.
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The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium
I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
Pardot Elevate 2012 - The First Five Steps to Social Inbound MarketingPardot
Social is a hot topic in today’s business world. However, many don’t know what it is or how to engage with it. This session will walk you through an overview of today’s social technologies and how to get started with the basics.
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Opportunities with Pharma IQ - the Network for Pharma and Biotech Professionals
= Engage with a Global Pharma Community
= Position yourself as a Pharma Business Leader
= Achieve Unparalleled Campaign Results
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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1. iReach Market Research
What media channels are influencing
Irish Female Consumers?
6th October 2011
Oisin Byrne
Managing Director,
iReach Market Research
1
oisin.byrne@ireach.ie
2. Introduction to iReach Market Research
• Research Market somewhat traditional in Ireland
• New Technologies and Online innovations have the
potential to add real, measurable benefits to market
research
• Such ‘tech savvy’ techniques are an enhancement, rather
than replacement of more traditional research methods
• Shift Research from our methods - to listening to
consumers in their ways, natural to them, in their
environment
• Deeper Insights through Better Research
3. Background to SheCommerce Research
• Innovation
– Only Agency with own Research Panels
– Online, Video and Mobile Research
• Best Practices
– Methodologies, Data Validation
– QA, Analysis and Reporting
• Excellence of People
– Research Analysts
– Project Consultants
• Leading Technology
– Support for all Research Methods
– Range of Reporting Options
4. iReach Service Excellence
• Memberships
– AMA, AQR, ESOMAR,
– Marketing Society, MII
• Awards and Recognition
– Inspired IT Awards 2008
– Marketing Society Dec 2009
– All Island Marketing (AIM) Awards May 2010
– 2011 Media Awards – Best Research Initiative
6. Evolution of Content and Media Consumption
Convergence
Personalisation
Broadband & accessibility
Proliferation of communication channels
7. Evolution of the Digital Consumer
More informed and empowered
More interconnected and communicative
New mobile communication services
Increased online tenure
Empowerment of the Consumer
Educated Purchasers
Ever-faster broadband More global perspectives
Broadband always on and always available
Increased time spent online
9. Social Media changes Brand Marketing
• Customers learn about your brand from
individuals outside your influence
• Creative individuals will create media that
will contribute to the shaping of your brand
• Popular individuals can become the definitive
authority on your brand to some customers
• Males more likely to Contribute, Vote and
Comment
• Females more likely to Comment, Converse,
and React
11. On their own, women account for 58% of all consumer
purchases in Ireland
• 60% Food and Retail
• 60% Pharmaceuticals
• 60% New Homes
• 60% Holidays
• 59% Healthcare
• 56% Financial Services
• 54% New Cars
• 51% PCs
12. Women influence 89% of all consumer purchases in
Ireland that they have a role in buying
• 97% Food and Retail
• 97% Pharmaceuticals
• 97% New Homes
• 96% Holidays
• 96% Healthcare
• 91% Financial Services
• 68% New Cars
• 63% PCs
13. 41% of women in Ireland say advertisers don’t
understand them
• Across all purchase categories 41% of women
say that advertisers don’t understand them
• 54% feel misunderstood by investment
marketers
• 44% feel misunderstood by automotive
marketers
• 43% feel misunderstood by healthcare
marketers
• 38% of women feel misunderstood by food
marketers
14. Case Study on Finances
Personal Finances and Wealth Management
• 29% of Males and 51% of females in Ireland believe
females are better at managing money
• 57% are concerned with Wealth Preservation
• 48% of females are actively involved in investment
planning and decisions with 49% stating they are the
main decision makers when it comes to investments and
savings
Marketing Disconnect
• 73% of females are confused and frustrated with ‘jargon’
or financial terms used by financial institutions in Ireland
15. What is causing this disconnect ?
Breakdown of Trust
• Brand Power shifting to the Consumer
• Falling Trust in Business, Government and Media
• Impact of the Financial Crisis
• Changing face of females in Ireland today
Roadmap to Trust
• Power of the Crowd and Community
• Advocacy and Word of Mouth
• Social Media changing sources of Trust
• Media and Advertising not aligned to today’s female
16. 50% of females use Social Networks every day
• One-quarter of women aged 18-34 check Facebook first
thing in the morning
• Another 20% of women aged 18-34 check Facebook late at
night.
• The fastest-growing demographic is women age 55+, up
75% in the last 3 years
• While men make up the majority of Internet users, women
spend more time online, and more time on social
networking sites than males in Ireland
• 72% of all women online regularly visit a social networking
site compared to 60% of all men in Ireland
• Facebook is used as a central point by more females than
males for content sources such as news, entertainment and
promotions/deals
17. Females Comment, Converse and React
• Negative or Positive Social Media comments or
recommendations has directly impacted the purchase
intent of 76% of females in Ireland
• 80% of females say positive recommendation will
reinforce purchase decision
• 71% of females in Ireland say that negative comments or
commentary online has made them change their minds
on purchase decisions
• 85% of females in Ireland say they are more likely to
purchase a product or service if they can find additional
recommendations about them online
• Twice the amount of females than males will start
searching for a product at the retailers website over a
search engine
18. Traditional media remains most impactful and
recalled Ad Channel by females in Ireland
5 4.5 4 3.5 3 2.5 2 1.5
1.5
TV Ads 2
2.5
Impact
3
Radio Ads 3.5
Magazine Ads Newspapers Ads
Outdoor Ads 4
Online or Internet 4.5
Ads
5
Remembered positively
19. Traditional Ads have higher impact with Online
45%
Information and Giving enough information
decision making to make a purchase
40%
decision
Impact of Internet Ads (%)
35%
30% Helping people decide
which brands are relevant Providing new information
about a brand people are
25% already aware of
Causing a re-evaluation of
20% a brand
Brand value and
15%
Sparking interest in a
awarness
brand
10%
Persuading people to try a
5% brand or product Telling people about a new
brand they haven’t heard of
before
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Impact of TV Ads (%)
20. WoM re-orders purchase impact of media channels
• Media channels that have the strongest
influence on females ranked
– Personal or Word of Mouth Recommendations
– Online Social Network Recommendations
– TV
– Radio
– Newsprint
– Search Engines
– Outdoor Advertising
– Corporate Marketing and PR
21. Positive Online Comments increase Impact of Ads
iReach Advertising Media Multiplier(iAMM)
86% 1.04
TV
83%
53%
Billboards and Bus Shelters 1.44
37%
100%
Online Comments
31%
31%
Radio 1.02
30%
33%
Newsprint
18% Ad Recall and Online Comments
1.87
25%
Dublin Bus
16%
4% All Ad Recall by channel 1.56
Online Ads
7%
23. Summary and Close
• Today’s females in Ireland have a much wider influence
on purchase decisions
• Brand and Product Marketing needs to shift from
Grocery Mum stereotype to a more current view
• Due to fall in trust, advocacy and recommendations are
more important than ever before
• Word of Mouth remains the most important source of
advocacy followed by online commentary
• Brands need to create conversations with females and
contribute to social media in an open and honest way
• Positive Online Advocacy and Commentary has
multiplier effect on impact of traditional media
24. Questions and Close
oisin.byrne@ireach.ie
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com