More Related Content More from Krishna De (20) Digital Influence And The Female Irish Consumer1. ©Krishna De 2011 – www.KrishnaDe.com
Digital Influence and the
Female Consumer
Krishna De
KrishnaDe.com
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2. Are you meeting consumers at the
‘Zero Moment of Truth’?
Source: Google ZeroMomentOfTruth.com
©Krishna De 2011 – www.KrishnaDe.com
Today’s consumer wants to be more
informed to make better choices and be
confident that they get value for money
KrishnaDe.com
3. Content sites inform
purchase decisions
Source: Yahoo Connectonomics Report
©Krishna De 2011 – www.KrishnaDe.com
Women gather information from content
sites and share it on social networks
and in person
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4. Content channels offer anonymity and
a deeper connection
Source: Yahoo Connectonomics Report
©Krishna De 2011 – www.KrishnaDe.com
Insight: Women are most open to
advertising on content channels
compared with communication channels
where ads are often ignored
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5. Recommendations ‘from people you know’
is the most trustworthy advertising source
for women surveyed in developed (73%)
and emerging countries (82%)
Source: Nielsen Women of Tomorrow Study
©Krishna De 2011 – www.KrishnaDe.com
Percent of women that say they “trust somewhat” and “trust completely”
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6. Women are more reticent to trust adverts
on mobile phones, social networks and
smartphones
Source: Nielsen Women of Tomorrow Study
©Krishna De 2011 – www.KrishnaDe.com
Percent of women that say they “don’t trust much” and “don’t trust at all”)
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7. Do you hyper-target your social ads?
Source: Social Code September 2011
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8. Women are more frequent visitors to
online retail sites and social networks,
and spend more time there than men
Source: comScore Connected Women Study
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9. Are you aware of the source of traffic to
your site?
Source: Nielsen Jun2 2011
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10. What motivates consumers to ‘follow’ a
brand, product or service on Twitter?
Source: Exact Target
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
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11. Why do consumers ‘un-follow’ a brand,
product or service on Twitter?
Source: Exact Target
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
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12. Why do consumers 'Like' a company,
brand or product Facebook Page?
Source: Exact Target
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
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13. Why do consumers ‘un-Like’ a
Facebook Page?
Source: Exact Target
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
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14. Categories that female Irish consumers
research after receiving a recommendation
for a product or service
Women On The Web: Irish Research September 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.com Source: iReach
Purse Power 2011
15. There are some gender differences
related to online research…
Women On The Web: Irish Research September 2011
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.com Source: iReach
Purse Power 2011
20. When researching to make a purchase, the majority
of female Irish consumers start their search with a
search engine (76%)
Women On The Web: Irish Research September 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.com Source: iReach
Purse Power 2011
22. When researching to make a purchase, a minority
of female Irish consumers search on a
manufacturer’s site, with this being more likely
for an older consumer (4%)
Women On The Web: Irish Research September 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 2011
©Krishna De 2011 – www.KrishnaDe.com
©Krishna De 2011 – www.KrishnaDe.com
KrishnaDe.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 for
©Krishna De 2011 – www.KrishnaDe.com
ways to build engagement in Facebook with the
development of apps
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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 processes
©Krishna De 2011 – www.KrishnaDe.com
Remember - price, service and quality will help
you retain your customer and attract more word
of mouth referrals
KrishnaDe.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/osiatynska
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