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Your customers are online. Are you?
22.10.09
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 advertisingexperience
• Has worked with some of the biggest brands in the world
• Has worked with many small, local businesses as well
• Knows what Twitter is
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
Advertising on the Internet?That’s crazy talk.
bit.ly/WebList
The Irish Internet User: Patterns andBehaviours
WARNING: Bar graphs ahead
I’m pretty sure this Internet thing is goingto catch on one day
SOURCE: Amárach Surveys and Forecasts Life Online 2008
PERCENT OF ADULTS REGULARLY USING THE INTERNET IN IRELAND
It takes all kinds(to make my job more difficult)
SOURCE: Amas State of the Net Autumn 2009
TECHNOLOGICAL APTITUDE OF THE IRISH POPULATION
29% Tech Savvy 41% Tech Enthusiasts 24% Mobile Converts 6% Tech Rejectors
On the Internet no one knows you’re atech rejector
SOURCE: Amas State of the Net Autumn 2009
REGULAR INTERNET USAGE IN THE IRISH POPULATION
68%AVERAGE
We’re number 10!
SOURCE: Nielsen Global Online Shopping Report February 2008
HAVE YOU EVER MADE A PURCHASE OVER THE INTERNET?
Are they buying what you’re selling?
SOURCE: Amas State of the Net Autumn 2009
IRISH CONFIDENCE IN INTERNET TRANSACTIONS
So much for that recession huh?
• 50% of Irish consumers look for advice online before making apurchase
• 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
Make up your mind already!
SOURCE: Nielsen Global Online Shopping Report February 2008
DECIDING WHICH SITE TO USE WHEN SHOPPING ONLINE
Search Engine Usage and Opportunities
It’s not where you’re from, it’s how high you rank
Who’s Googling who?
SOURCE: Amárach Surveys and Forecasts Life Online 2009
IRISH INTERNET USERS WHO USE GOOGLE
90%+
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
Your Website is Your Calling Card to theWorld
Hey, that’s pretty good! I just made it up. Don’t use it, I’m going tocopyright it.
Do I really need a website?
YES
Social Networks and ConversationalMarketing
They’re not just your customers anymore. Now they want to beyour FRIEND!?!?
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
Where my peeps at?
There’s something out there foreverybody
ORDER CHAOS
Are social networks OK for little ol’ me?
bit.ly/SmallFirms
It’s not who you know, it’s who you knowknows
www.linkedin.com/in/interactivemark
Digital Case Studies
Let’s look at some cool stuff!
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
