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: http://www.Facebook.com/KrishnaDe http://www.Twitter.com/KrishnaDe
Citation preview
1. Krishna De 2011 www.KrishnaDe.com Digital Influence and the
Female Consumer Krishna De KrishnaDe.comKrishnaDe.com
2. Are you meeting consumers at the Zero Moment of Truth?
Source: Google ZeroMomentOfTruth.comKrishna De 2011
www.KrishnaDe.com Todays consumer wants to be more informed to make
better choices and be confident that they get value for
moneyKrishnaDe.com
3. Content sites inform purchase decisions Source: Yahoo
Connectonomics ReportKrishna De 2011 www.KrishnaDe.com Women gather
information from content sites and share it on social networks and
in personKrishnaDe.com
4. Content channels offer anonymity and a deeper connection
Source: Yahoo Connectonomics ReportKrishna 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
5. Recommendations from people you knowis the most trustworthy
advertising source for women surveyed in developed (73%) and
emerging countries (82%) Source: Nielsen Women of Tomorrow
StudyKrishna De 2011 www.KrishnaDe.com Percent of women that say
they trust somewhat and trust completelyKrishnaDe.com
6. Women are more reticent to trust adverts on mobile phones,
social networks and smartphones Source: Nielsen Women of Tomorrow
StudyKrishna De 2011 www.KrishnaDe.com Percent of women that say
they dont trust much and dont trust at all)KrishnaDe.com
7. Do you hyper-target your social ads? Source: Social Code
September 2011Krishna De 2011 www.KrishnaDe.comKrishnaDe.com
8. Women are more frequent visitors to online retail sites and
social networks, and spend more time there than men Source:
comScore Connected Women StudyKrishna De 2011
www.KrishnaDe.comKrishnaDe.com
9. Are you aware of the source of traffic to your site? Source:
Nielsen Jun2 2011Krishna De 2011
www.KrishnaDe.comKrishnaDe.com
10. What motivates consumers to follow a brand, product or
service on Twitter? Source: Exact TargetKrishna De 2011
www.KrishnaDe.com Krishna De 2011
www.KrishnaDe.comKrishnaDe.com
11. Why do consumers un-follow a brand, product or service on
Twitter? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com
Krishna De 2011 www.KrishnaDe.comKrishnaDe.com
12. Why do consumers Like a company, brand or product Facebook
Page? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com Krishna
De 2011 www.KrishnaDe.comKrishnaDe.com
13. Why do consumers un-Like a Facebook Page? Source: Exact
TargetKrishna De 2011 www.KrishnaDe.com Krishna De 2011
www.KrishnaDe.comKrishnaDe.com
14. Categories that female Irish consumersresearch after
receiving a recommendation for a product or service Women On The
Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com
Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse
Power 2011
15. There are some gender differences related to online
research Women On The Web: Irish Research September 2011Krishna De
2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power
2011
16. The percentage of female Irish consumers that research
online before making a decision to purchase (87%) Women On The Web:
Irish Research September 2011Krishna De 2011 www.KrishnaDe.com
Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse
Power 2011
17. 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 2011Krishna De 2011 www.KrishnaDe.com Krishna De
2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power
2011
18. 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 2011Krishna De 2011
www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com
Source: iReach Purse Power 2011
19. 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 2011Krishna De 2011
www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com
Source: iReach Purse Power 2011
20. 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 2011Krishna De 2011
www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com
Source: iReach Purse Power 2011
21. 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
2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011
www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011
22. When researching to make a purchase, a minority of female
Irish consumers search on a manufacturers site, with this being
more likely for an older consumer (4%) Women On The Web: Irish
Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De
2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power
2011
23. 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 2011Krishna De 2011 www.KrishnaDe.com
Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse
Power 2011
24. 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 forKrishna De
2011 www.KrishnaDe.com ways to build engagement in Facebook with
the development of appsKrishnaDe.com
25. 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 processesKrishna De
2011 www.KrishnaDe.com Remember - price, service and quality will
help you retain your customer and attract more word of mouth
referralsKrishnaDe.com
26. 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