The document summarizes key findings from an Amárach Research report from February 2011 about marketing preferences of young people aged 18-25 in Ireland. The report found that while social media is popular, young people still prefer receiving addressed mail and find it more effective at encouraging purchases and building loyalty than social media advertising. Specifically, 74% enjoyed receiving mail, 42% preferred advertising through mail, and 40% trusted addressed mail more than other forms of marketing.
The document discusses findings from a survey on digital marketing and consumer behavior. Key findings include:
- Most consumers receive many promotional emails each week but find less than 10% interesting
- Money off offers and free delivery are most enticing to consumers
- Travel, retail, and food industries are seen as doing promotional email well
- Content must be interesting, informative, humorous, or from a trustworthy source to be shared
- Most interaction occurs on desktop computers, but mobile use for social media is growing
SnipClip is a Munich-based company with 20 Facebook experts that provides consultancy, design, programming, and optimization services for Facebook apps, ads, and mobile projects. They have worked on over 150 projects for large companies and brands, creating apps with over 100,000 users and growing fan bases by over 40% within 3 weeks.
The presented document discusses the growth of Facebook as a platform across devices and websites. It notes how Facebook has become integrated into many apps and websites through tools like the Facebook API and plugins. Mobile usage of Facebook is highlighted, with over 425 million monthly mobile users. Examples are given of viral Facebook mobile apps like BranchOut and GoodReads. Facebook's plans to expand into mobile ads and
This document summarizes key findings from a global consumer email study conducted by Epsilon. Some of the main points include:
- Email remains the primary tool for online communication, though instant messaging and social networks are growing in popularity.
- On average, consumers receive the most spam, retail offers, and business/work emails each week.
- Consumers are increasingly considering irrelevant messages, contact saturation, and messages from unknown senders to be spam.
- Relevance of content, frequency of messages, and privacy concerns are the top reasons consumers unsubscribe from emails.
- Marketers need to focus on relevance, timing, personalization in permission-based emails to drive opens and engagement.
This document provides an overview and summary of a research report on consumer preferences for different communication channels. It finds that consumers have more communication options today across multiple devices. While email was previously the preferred channel, consumer preferences are now more fragmented across many channels. The report analyzes survey results from over 1,400 consumers on their usage of and attitudes towards channels like direct mail, email, social media, mobile apps and SMS. It provides rankings of preferred channels for different types of marketing messages and scenarios. The full report contains further individual analysis of each channel.
Marketing Transformation Success Stories: Episode 1, Jammin With YouHubSpot
The document discusses how marketing has transformed due to the rise of the internet and social media. Key points made include that most consumers now conduct online product research, social media usage is widespread, and that inbound marketing techniques like blogging and social media are becoming more important as they are more effective and less expensive than traditional outbound marketing methods. It advocates that businesses need to transform their marketing to engage customers through helpful, relevant content online in order to remain competitive.
A survey of Irish businesses and consumers about the state of loyalty and rewards in Ireland today. Commissioned by An Post.
More details here:
http://www.anpost.ie/AnPost/AnPostDM/Tools/Stats/Consumer+Insights+and+Trends/Loyalty+Research/Put+value+back+into+customers+hands.htm
The document summarizes the key findings of a study on Dutch consumers' use of the internet and how it influences their decisions. Some of the main findings are:
1) The internet is the most influential medium for Dutch consumers and is mainly used to research decisions and find supporting evidence, while social networks play a marginal role in decision making.
2) Dutch consumers highly trust information on the internet, especially from the government, and find that the abundance of online information makes it easier to learn and make balanced choices.
3) While friends and family are highly valued for advice, Dutch consumers only partly trust advice from strangers online, and have very little trust in paid bloggers.
4) The internet plays a
The document discusses findings from a survey on digital marketing and consumer behavior. Key findings include:
- Most consumers receive many promotional emails each week but find less than 10% interesting
- Money off offers and free delivery are most enticing to consumers
- Travel, retail, and food industries are seen as doing promotional email well
- Content must be interesting, informative, humorous, or from a trustworthy source to be shared
- Most interaction occurs on desktop computers, but mobile use for social media is growing
SnipClip is a Munich-based company with 20 Facebook experts that provides consultancy, design, programming, and optimization services for Facebook apps, ads, and mobile projects. They have worked on over 150 projects for large companies and brands, creating apps with over 100,000 users and growing fan bases by over 40% within 3 weeks.
The presented document discusses the growth of Facebook as a platform across devices and websites. It notes how Facebook has become integrated into many apps and websites through tools like the Facebook API and plugins. Mobile usage of Facebook is highlighted, with over 425 million monthly mobile users. Examples are given of viral Facebook mobile apps like BranchOut and GoodReads. Facebook's plans to expand into mobile ads and
This document summarizes key findings from a global consumer email study conducted by Epsilon. Some of the main points include:
- Email remains the primary tool for online communication, though instant messaging and social networks are growing in popularity.
- On average, consumers receive the most spam, retail offers, and business/work emails each week.
- Consumers are increasingly considering irrelevant messages, contact saturation, and messages from unknown senders to be spam.
- Relevance of content, frequency of messages, and privacy concerns are the top reasons consumers unsubscribe from emails.
- Marketers need to focus on relevance, timing, personalization in permission-based emails to drive opens and engagement.
This document provides an overview and summary of a research report on consumer preferences for different communication channels. It finds that consumers have more communication options today across multiple devices. While email was previously the preferred channel, consumer preferences are now more fragmented across many channels. The report analyzes survey results from over 1,400 consumers on their usage of and attitudes towards channels like direct mail, email, social media, mobile apps and SMS. It provides rankings of preferred channels for different types of marketing messages and scenarios. The full report contains further individual analysis of each channel.
Marketing Transformation Success Stories: Episode 1, Jammin With YouHubSpot
The document discusses how marketing has transformed due to the rise of the internet and social media. Key points made include that most consumers now conduct online product research, social media usage is widespread, and that inbound marketing techniques like blogging and social media are becoming more important as they are more effective and less expensive than traditional outbound marketing methods. It advocates that businesses need to transform their marketing to engage customers through helpful, relevant content online in order to remain competitive.
A survey of Irish businesses and consumers about the state of loyalty and rewards in Ireland today. Commissioned by An Post.
More details here:
http://www.anpost.ie/AnPost/AnPostDM/Tools/Stats/Consumer+Insights+and+Trends/Loyalty+Research/Put+value+back+into+customers+hands.htm
The document summarizes the key findings of a study on Dutch consumers' use of the internet and how it influences their decisions. Some of the main findings are:
1) The internet is the most influential medium for Dutch consumers and is mainly used to research decisions and find supporting evidence, while social networks play a marginal role in decision making.
2) Dutch consumers highly trust information on the internet, especially from the government, and find that the abundance of online information makes it easier to learn and make balanced choices.
3) While friends and family are highly valued for advice, Dutch consumers only partly trust advice from strangers online, and have very little trust in paid bloggers.
4) The internet plays a
The document discusses new regulations under the General Data Protection Regulation (GDPR) that will take effect in May 2018. It summarizes guidance available from various data protection authorities on GDPR compliance. Key areas discussed include obtaining valid consent, conducting legitimate interest assessments, ensuring proper documentation, and using different channels like direct mail and email for marketing communications in light of the new consent requirements. Many businesses have yet to fully prepare for the major changes required to comply with GDPR.
Grow My Business - Bernie Kinsella 'Fish Where The Fish Are.'Post Media
We identified our customers' pain points and delivered solutions to address them. By focusing on our customers' needs, we were able to provide sustainable solutions that created value for their business. We took the plunge and launched our new business worldBOX.ie by focusing on our strengths and using customer feedback as opportunities to improve.
Grow My Business - Stephen Ryan 'Creating Brand Awareness in a Digital Age'Post Media
The document discusses creating brand awareness in the digital age. It notes that brands face competition both locally and globally online. However, this also presents an opportunity to define your target audience through remarkable ideas. To be effective, brands must identify their target audience and send consistent messaging through the right channels. The author provides an example where they aimed to get influential people in Cork talking about a radio station to create word-of-mouth promotion, or the "sneezers effect." By testing ideas small first, the campaign led to a 16% increase in listeners including more influential listeners.
Grow My Business - Alison Cowzer 'Bake it to Make it'Post Media
This document discusses the plans and goals of a bakery business called East Coast Bakehouse. The bakery aims to produce biscuits in Ireland to meet the €220 million annual market for imported biscuits. The business outlines key ingredients for success including developing a strong team, understanding customer needs, producing quality products, achieving scale, and obtaining funding. It provides details on the leadership team and progress so far, including being a finalist for an Irish food award and developing a marketing plan. The document encourages raising funding by networking, telling their story, and knowing their business metrics.
Grow My Business - Gary Brown 'Steal like an Artist'Post Media
The document discusses the concept of "stealing like an artist" which refers to improving one's work or ideas by borrowing and adapting concepts from others. It provides examples of how companies have been successful by modifying existing ideas rather than starting from scratch. Methods like SCAMPER are presented which involve substituting, combining, adapting or modifying parts of ideas to generate new innovations. The document advocates for borrowing concepts from other industries or reversing traditional approaches in order to spark creative thinking.
Dermot Mulligan & Jimmy Murphy on Building A New Brand World at Best of Irish...Post Media
Dermot Mulligan, Marketing Manager at Bord Gais Energy and Jimmy Murphy, Director at Publicis's presentation on their award winning campaign at Best of Irish Breakfast 2016.
The document discusses how direct mail can effectively engage multiple human senses to create memorable brand messages. It provides examples of 5 direct mail pieces sent over 5 weeks, with each piece targeting a different sense: touch, sight, taste, sound, and smell. The document advocates that engaging multiple senses increases brand impact and engagement by 70% compared to messages that only engage 1-2 senses. It aims to demonstrate how direct mail can uniquely appeal to all human senses through interactive sensory challenges included with each mailing.
Nigel Hollis - Marketing in Five DimensionsPost Media
A wonderful presentation on the benefits of appealing to your audience's other senses from the globally revered Nigel Hollis, Chief Global Analyst at Millward Brown.
'New Rules of Communication' Patrick CollisterPost Media
The document discusses how the rules of communication and advertising have changed in recent years. Some of the key points made include:
1. Advertising is no longer controlled by marketers and focused on traditional media - it now involves building brands through advocates on digital channels and user-generated content.
2. Data is now central to communication strategies, and campaigns need to be orchestrated across different channels rather than managed in isolation.
3. Creativity, social sharing of ideas, and connecting with audiences in new ways have become more important than traditional 30-second TV ads.
4. There are now no set rules, and successful communication involves thinking digitally and bringing people together through shared interests and values
Gary Brown - 'Bold Thinking in Marketing' - 13th March 2014Post Media
The document discusses creating a culture of boldness within a company. It advocates taking bold risks to solve problems, being transparent, and creating remarkable experiences for customers and employees. A culture of boldness requires committing to values like courage, empathy, and growth that will attract talent and strengthen the company's brand.
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
Topaz recently launched 'Play or Park' a new loyalty game that aims to give Topaz a keen competitive edge. The results to date are staggering, even in its first few weeks.
Attendees heard about the Topaz loyalty journey, why loyalty is considered a competitive advantage, and what it takes to get a loyalty programme off the ground.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
Chilli Pepper Marketing - Loyalty presentationPost Media
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
From Leanne, attendees found out how to:
• Win customers’ hearts and minds.
• Optimise your loyalty strategy for real results.
• Convert influential customers into brand advocates.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
The document discusses a direct mail campaign by Neopost, a market leader in franking machines, to target customers of its main competitor. It aimed to drive benefits of switching to Neopost, stand out with creative impact, reach the right recipients, and generate a positive response. Neopost analyzed its database, identified 3,500 competitor customers, surveyed them on issues, and developed a creative theme addressing key pain points. The campaign achieved a 3.3% response rate, 50% above target, generating initial sales of €37k, over 50% above projections and an ROI over 150%
Ignition - integrated ideas people and SuperValuPost Media
This document summarizes a presentation given by SuperValu about their Real Rewards customer loyalty program. SuperValu analyzed customer purchase data to identify spending segments and targeted each segment with personalized direct mail campaigns offering savings through vouchers. The 2011 pre-Christmas campaign mailed over 1 million customers with over 30 variable offers. It drove a 25% voucher redemption rate and increased sales during a crucial period, exceeding SuperValu's previous best Christmas week. The success of the data-driven direct mail campaigns demonstrated how customer insights can enhance loyalty and drive real business value.
Local Marketing: If Removed Could be FatalPost Media
On behalf of An Post’s Mail Media Unit,
Amárach carried out an examination
to test the differences in attitudes
and media consumption between
Irish and UK consumers.
The results were a real eye-opener
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
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.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
The document discusses new regulations under the General Data Protection Regulation (GDPR) that will take effect in May 2018. It summarizes guidance available from various data protection authorities on GDPR compliance. Key areas discussed include obtaining valid consent, conducting legitimate interest assessments, ensuring proper documentation, and using different channels like direct mail and email for marketing communications in light of the new consent requirements. Many businesses have yet to fully prepare for the major changes required to comply with GDPR.
Grow My Business - Bernie Kinsella 'Fish Where The Fish Are.'Post Media
We identified our customers' pain points and delivered solutions to address them. By focusing on our customers' needs, we were able to provide sustainable solutions that created value for their business. We took the plunge and launched our new business worldBOX.ie by focusing on our strengths and using customer feedback as opportunities to improve.
Grow My Business - Stephen Ryan 'Creating Brand Awareness in a Digital Age'Post Media
The document discusses creating brand awareness in the digital age. It notes that brands face competition both locally and globally online. However, this also presents an opportunity to define your target audience through remarkable ideas. To be effective, brands must identify their target audience and send consistent messaging through the right channels. The author provides an example where they aimed to get influential people in Cork talking about a radio station to create word-of-mouth promotion, or the "sneezers effect." By testing ideas small first, the campaign led to a 16% increase in listeners including more influential listeners.
Grow My Business - Alison Cowzer 'Bake it to Make it'Post Media
This document discusses the plans and goals of a bakery business called East Coast Bakehouse. The bakery aims to produce biscuits in Ireland to meet the €220 million annual market for imported biscuits. The business outlines key ingredients for success including developing a strong team, understanding customer needs, producing quality products, achieving scale, and obtaining funding. It provides details on the leadership team and progress so far, including being a finalist for an Irish food award and developing a marketing plan. The document encourages raising funding by networking, telling their story, and knowing their business metrics.
Grow My Business - Gary Brown 'Steal like an Artist'Post Media
The document discusses the concept of "stealing like an artist" which refers to improving one's work or ideas by borrowing and adapting concepts from others. It provides examples of how companies have been successful by modifying existing ideas rather than starting from scratch. Methods like SCAMPER are presented which involve substituting, combining, adapting or modifying parts of ideas to generate new innovations. The document advocates for borrowing concepts from other industries or reversing traditional approaches in order to spark creative thinking.
Dermot Mulligan & Jimmy Murphy on Building A New Brand World at Best of Irish...Post Media
Dermot Mulligan, Marketing Manager at Bord Gais Energy and Jimmy Murphy, Director at Publicis's presentation on their award winning campaign at Best of Irish Breakfast 2016.
The document discusses how direct mail can effectively engage multiple human senses to create memorable brand messages. It provides examples of 5 direct mail pieces sent over 5 weeks, with each piece targeting a different sense: touch, sight, taste, sound, and smell. The document advocates that engaging multiple senses increases brand impact and engagement by 70% compared to messages that only engage 1-2 senses. It aims to demonstrate how direct mail can uniquely appeal to all human senses through interactive sensory challenges included with each mailing.
Nigel Hollis - Marketing in Five DimensionsPost Media
A wonderful presentation on the benefits of appealing to your audience's other senses from the globally revered Nigel Hollis, Chief Global Analyst at Millward Brown.
'New Rules of Communication' Patrick CollisterPost Media
The document discusses how the rules of communication and advertising have changed in recent years. Some of the key points made include:
1. Advertising is no longer controlled by marketers and focused on traditional media - it now involves building brands through advocates on digital channels and user-generated content.
2. Data is now central to communication strategies, and campaigns need to be orchestrated across different channels rather than managed in isolation.
3. Creativity, social sharing of ideas, and connecting with audiences in new ways have become more important than traditional 30-second TV ads.
4. There are now no set rules, and successful communication involves thinking digitally and bringing people together through shared interests and values
Gary Brown - 'Bold Thinking in Marketing' - 13th March 2014Post Media
The document discusses creating a culture of boldness within a company. It advocates taking bold risks to solve problems, being transparent, and creating remarkable experiences for customers and employees. A culture of boldness requires committing to values like courage, empathy, and growth that will attract talent and strengthen the company's brand.
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
Topaz recently launched 'Play or Park' a new loyalty game that aims to give Topaz a keen competitive edge. The results to date are staggering, even in its first few weeks.
Attendees heard about the Topaz loyalty journey, why loyalty is considered a competitive advantage, and what it takes to get a loyalty programme off the ground.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
Chilli Pepper Marketing - Loyalty presentationPost Media
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
From Leanne, attendees found out how to:
• Win customers’ hearts and minds.
• Optimise your loyalty strategy for real results.
• Convert influential customers into brand advocates.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
The document discusses a direct mail campaign by Neopost, a market leader in franking machines, to target customers of its main competitor. It aimed to drive benefits of switching to Neopost, stand out with creative impact, reach the right recipients, and generate a positive response. Neopost analyzed its database, identified 3,500 competitor customers, surveyed them on issues, and developed a creative theme addressing key pain points. The campaign achieved a 3.3% response rate, 50% above target, generating initial sales of €37k, over 50% above projections and an ROI over 150%
Ignition - integrated ideas people and SuperValuPost Media
This document summarizes a presentation given by SuperValu about their Real Rewards customer loyalty program. SuperValu analyzed customer purchase data to identify spending segments and targeted each segment with personalized direct mail campaigns offering savings through vouchers. The 2011 pre-Christmas campaign mailed over 1 million customers with over 30 variable offers. It drove a 25% voucher redemption rate and increased sales during a crucial period, exceeding SuperValu's previous best Christmas week. The success of the data-driven direct mail campaigns demonstrated how customer insights can enhance loyalty and drive real business value.
Local Marketing: If Removed Could be FatalPost Media
On behalf of An Post’s Mail Media Unit,
Amárach carried out an examination
to test the differences in attitudes
and media consumption between
Irish and UK consumers.
The results were a real eye-opener
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
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.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
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1. AMÁRACH RESEARCH FEBRUARY 2011
Likes Facebook.
Loves Post.
REPORT COMMISSIONED BY THE AN POST MAIL MEDIA UNIT
Amárach Research February 2011
2
2. AMÁRACH RESEARCH FEBRUARY 2011
74%
OF YOUNG PEOPLE ENJOY
RECEIVING POST
Source:
Amárach Research February 2011
3
3. AMÁRACH RESEARCH FEBRUARY 2011
Facebook, Twitter, and now Google+,
social networking is a rapidly changing
sector that can leave many marketers
struggling to keep up.
Yet keep up we must, because anecdote tells us that young people have
turned their backs on traditional media in favour of online alternatives.
So if you’re looking to engage with a young audience, it might seem
that social media marketing is the route to go down.
It might surprise you to discover that, despite the explosion of new
media, young people still prefer communications that come in an
addressed envelope.
Because, for them, a letter is novel. In an online world,
it’s something tangible, and personal. Furthermore as the latest
Amárach research shows, it’s still the best way to get their attention.
2
4. AMÁRACH RESEARCH FEBRUARY 2011
42%
OF YOUNG PEOPLE PREFER
ADVERTISING THROUGH POST
Source:
Amárach Research February 2011
5
5. AMÁRACH RESEARCH FEBRUARY 2011
YOUTH AUDIENCES PREFER TO RECEIVE
ADVERTISING BY POST
BASE: All Irish customers aged 18-25
Dislike very much Like very
much
Addressed post 18 15 30 12
Adverts on social networks 22 26 18 4
Leaflets inserted into bills
and other addressed post 23 25 20 6
Text/SMS 33 26 14 4
Adverts on
32 28 8 4
apps or games
Telephone calls 49 20 9 5
Dislike very much Dislike Like Like very much
Of the group of 18-25 year olds surveyed: 74% agreed that they enjoyed receiving
addressed post. No other form of direct marketing faired as well, with advertising
through text message, telephone, and ads on apps being the least popular amongst
this younger cohort.
4
6. AMÁRACH RESEARCH FEBRUARY 2011
POST INFLUENCES PURCHASING MORE
EFFECTIVELY THAN SOCIAL MEDIA
(AND LOYALTY TOO!)
BASE: All Irish customers aged 18-25
Increasing Encouraging Increasing
Interest % Purchase % Loyalty %
Addressed post 18 14 27
Email 15 12 21
Flyers / Leaflets through the door 13 10 6
Adverts on social networks 8 5 3
Leaflets in bills/other post 7 3 4
Telephone calls 6 5 8
Text SMS 5 3 6
Adverts in apps/games 2 1 1
When it comes to increasing interest, encouraging purchases and building loyalty,
addressed post proved more influential than social network advertising. This was
especially true regarding customer loyalty. 27% agreed that addressed mail was effective
at building loyalty. In contrast, only 3% said the same for social network advertising.
5
7. AMÁRACH RESEARCH FEBRUARY 2011
27%
AGREED THAT ADDRESSED MAIL
WAS EFFECTIVE AT BUILDING LOYALTY.
Source:
Amárach Research February 2011
8
8. AMÁRACH RESEARCH FEBRUARY 2011
48%
RECEIVE FLYERS /LEAFLETS
MORE THAN ONCE A wEEk
Source:
Amárach Research February 2011
9
9. AMÁRACH RESEARCH FEBRUARY 2011
MARKETING BY POST GETS MORE CUT-THROUGH
THAN SOCIAL MEDIA
BASE: All Irish customers aged 18-25
Addressed Emails Text/SMS Adverts on Adverts
post social apps/games
networks
I read most of them 7 8
straight away 10 10
20 7
8
I read most of the
mail /messages 16
27
14
18
25
8
I skim through the
mail /messages 34
and then read the 26 15
relevant ones 8
straight away
7
I skim through
63
12
and save some for
future reference 21
49
I throw away most 40
of this mail
without reading 8
28
I ignore and throw
away / delete without 11
reading
The youth market is more likely to read addressed mail than any other form of
direct marketing, with a far greater percentage of digital messages going unread.
In comparison, 34% read post addressed to them thoroughly.
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10. AMÁRACH RESEARCH FEBRUARY 2011
YOUNG PEOPLE TRUST ADVERTISING BY MAIL
BASE: All Irish customers aged 18-25
Not at all Trustworthy Very Trustworthy
Addressed post 8 22 34 6
Fliers/Leaflets through door 15 29 25 2
Text/SMS 17 29 19 4
Adverts on social networks 16 32 18 2
Email 21 32 20 4
Advert on websites 19 31 18 2
Adverts on apps/games 21 34 14 3
Telephone calls 21 37 15 3
Very untrustworthy Untrustworthy Trustworthy Very trustworthy
Addressed post is more trusted than any other form of below the line advertising, especially
adverts on websites and telephone calls. Males are the most sceptical as females place
higher trust levels in all channels, with the exception of apps and games.
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11. AMÁRACH RESEARCH FEBRUARY 2011
40%
OF YOUNG PEOPLE
TRUST ADDRESSED MAIL
Source:
Amárach Research February 2011
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12. AMÁRACH RESEARCH FEBRUARY 2011
KEY TAKE AWAY
• The majority of 18-25 year olds (74%) enjoy receiving post.
• Post encourages more purchases and is better at increasing
customer loyalty than social network advertising.
• Young people prefer (42%) receiving advertising messages
through the post.
For further information contact:
An Post
Mail Media Unit
General Post Office
O’Connell Street Lower
Dublin 1
CallSave: 1850 21 16 32
Website: www.anpost.ie/mailmedia
Email: mail.media@anpost.ie
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