The Irish Digital Consumer Report 2013

ImageReally clever idea by Digital Planner Shane O’Leary. He has created this really useful resource for people who are interested in digital stats. This is a great example of content marketing for a few reasons:

  1. Shane has created something people want (and are searching for)
  2. He has made it available to download through his site (driving visits)
  3. People are now more aware of digital planner Shane O’Leary
  4. Finally he has shown that content doesnt need to be intimidating or ridiculously long to be of value

If you would like your copy of the The Irish Digital Consumer Report 2013 – check out Shanes site here

Digital Reports to read

Adverblog is a great resource and posted these three must reads which I thought I would share here, enjoy:

we often work in uncharted territory and therefore spend much time thinking about the big question “What’s Next?”. Where and how do we spend our future creative efforts? For the benefit of brands, clients and agencies alike, we better get that one right. Read up on these three reports: Razorfish’s Outlook, Reactive’s Perspectives and VJ-Isobar’s FYI - and make the right calls for the future.

Top 7 Marks Of A Great Client – SOdA report 2013

The SOdA report is well worth a read when it comes out and its free on iTunes or Slideshare. One of the articles I really enjoyed was this one, the top 7 marks of a great client. Its not a client bashing piece by any means, but for clients it helps you look at what you can do to get more out of your agency. And for agencies, you need to read this to see how you can help your clients get more out of you. This is a direct drag and drop from the report, so sorry if the images are low quality. Please do check out the original document here or download it here.

(Source: Stefan TornquistSOdA report, Vol1 2013)Top7Marks1

Top7Marks2

Top7Marks3

Good To Know

goodtoknow

I sometimes get asked by people for digital stats in Ireland and it can be hard to track down the latest information. Well obviously the folks over at Publicis D have been asked the same question. So they have, cleverly, developed the Good To Know app.

The app will help you keep on top of the latest “good to know” trends, behaviors and market information in Ireland. Developed by Publicis Dublin, there are six sections of information for marketers that cover the economy, consumer trends, media consumption and digital behaviors.

Nice work!

download the app here Good To Know

Money Words (guest post)

By Perry Esler, Childrens Miracle Network Hospitals:

Tell a story – give the number. That’s the simple, best-practise, message we share with hundreds of radio people every year at stations across North America. It works. $450M raised since 1998 for our partner children’s hospitals. Great stories with a great pitch means lots of calls to the donor hot line.

Now there’s research that shows we might be able to increase pledges off those calls by how we greet the donor. Philanthropic psychologist Jen Shang has released a study that shows five words tied to moral qualities prompt larger donations.

Caring

Friendly

Kind

Compassionate

Helpful

The Indiana University Professor tested her theory at an appeal of public radio station WFIU in Bloomington, Indiana. The phone volunteers answered by thanking the caller and then they would randomly pick two of the five words to describe the caller. It sounded something like this: ‘Thanks for calling. You’re a caring and compassionate donor.’ In the end female donors gave, on average, 10% more.  By contrast the use of these adjectives had no impact on men.  Suffice to say since most donors to our radiothons are women this may be worth a try.

Many events still don’t script their phone volunteers, but this study should be enough to convince you otherwise.

Here is a recent interview we at Children’s Miracle Network Hospitals conducted with Professor Shang about the study.  It concludes that a focus on the connection between moral identity and an individuals cause might create a higher ROI than focusing solely on the cause

Click here to listen to an interview Perry did with Prof. Shang.
Follow Perry on twitter here 

AOP Study of Online Engagement

A new study of Irish websites, by AOP, has found that Irish Internet users are over three times as likely to trust Irish content sites compared to social networks and almost twice as likely over portal sites. This in turn has led to greater levels of engagement and responsiveness. You can look at the research findings in the presentation below:

<div style=”padding:5px 0 12px”> View more <a href=”http://www.slideshare.net/thecroaker/death-by-powerpoint&#8221; target=”_blank”>PowerPoint</a> from <a href=”http://www.slideshare.net/AOPIreland&#8221; target=”_blank”>Association of Online Publishers Ireland</a> </div> </div>

12 Consumer trends for 2012

In 2012, much as in previous years, some brands may be staring into the abyss, while others will do exuberantly well. And while we can’t offer any help to defaulting nations or bankrupt companies, we do believe that there are more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs. From Canada to Korea. Hence this overview of 12 must-know consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards:


1.

In 2012, department stores, airlines, hotels, theme parks, museums, if not entire cities and nations around the world will roll out the red carpet for the new emperors, showering Chinese visitors and customers with tailored services and perks, and in general, lavish attention and respect.

Read RED CARPET in full (including examples from Hilton, Starwood and Harrods)

2. DIY HEALTH

Expect to see consumers take advantage of new technologies and apps to discreetly and continuously track, manage and be alerted to, any changes in their personal health.

Read DIY HEALTH in full (including examples from Jawbone, Ford and Lifelens)

3. DEALER-CHIC

In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too.

Read DEALER-CHIC in full (including examples from American Express, Nokitum and Daitan)

4. ECO-CYCOLOGY

Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively.

Read ECO-CYCOLOGY in full (including examples from Dell, Nike and Garnier)

5. CASH-LESS

Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as MasterCard and Google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies.

Read CASH-LESS in full (including examples from Google, PayPal and Square)

6. BOTTOM OF THE URBAN PYRAMID

The majority of consumers live in cities, yet in much of the world city life is chaotic, cramped and often none too pleasant. However at the same time, the creativity and vibrancy of these aspiring consumers, means that the global opportunities for brands which cater to the hundreds of millions of lower-income CITYSUMERS are unprecedented.

Read BOUP in full (including examples from PepsiCo, NCR and Aakash)

7. IDLE SOURCING

Anything that makes it downright simple- if not completely effortless- for consumers to contribute to something will be more popular than ever in 2012. Unlocked by the spread of ever smarter sensors in mobile phones, people will not only be able but increasingly willing, to broadcast information about where and what they are doing, to help improve products and services.

Read IDLE SOURCING in full (including examples from Street Bump and Waze)

8. FLAWSOME

Why to consumers, brands that behave more humanly, including exposing their flaws, will be awesome.

Read FLAWSOME in fullhere.

9. SCREEN CULTURE

Thanks to the continued explosion of touchscreen smartphones, tablets, and the ‘cloud’, 2012 will see a SCREEN CULTURE that is not only more pervasive, but more personal, more immersive and more interactive than ever.

Read SCREEN CULTURE in full (including examples from Sky, 8ta and Huawei)

10. RECOMMERCE

It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying.

Read RECOMMERCE in full (including examples from Decathlon, Amazon and Levi’s)

11. EMERGING MATURIALISM

While cultural differences will continue to shape consumer desires, middle-class and/or younger consumers in almost everymarket will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012.

Read EMERGING MATURIALISM in full(including examples from Diesel, Johnson & Johnson and Sanitol)

12. POINT & KNOW

Consumers are used to being able to find out just about anything that’s online or text-based, but 2012 will see instant visualinformation gratification brought into the real and visual world with objects and even people.

Read POINT & KNOW in full (including examples from Starbucks, eBay and Amazon)

Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide in 9 languages.

Growing Philanthropy

Unfortunately this isn’t a post about the governments plans to grow philanthropy in Ireland, but its not. However it is a report that should be read by anyone who is interested in growing philanthropy.

This report is from Indiana University, with Blackbaud. There is the full report here and the executive summary here. So ditch the morning papers, get the coffee on and get reading!

In case you are wondering is it worth it….here is a summary of the findings…now go read!

The need for greater education of boards and other nonprofit practitioners was highlighted many times in this paper. If philanthropy is to be increased, board members must be willing to take the actions necessary not only to steward their own long-term income, but also to steward the philanthropy of the sector .
 Similarly, a number of barriers to giving were highlighted, caused by public misconceptions of the sector and the manner in which it, and fundraising in particular, now operate . The need to educate fundraisers was also clear . Improving the supply side of philanthropy was felt to be critical in enhancing the quality of the donor experience .
The sector also needs a substantive investment in fundraising infrastructure, including the provision of a new and dedicated body whose role would be to focus on compiling the evidence base necessary to grow philanthropy . A research center collating relevant research from a wide range of different
scientific disciplines, and conducting and commissioning its own research was felt to be a necessity . It is astonishing how little effort has currently been applied to helping fundraisers to do a better job of creating an environment conducive to philanthropy.
Finally, we end where we began by highlighting the need for nonprofits to reconceptualize the nature of the supporter relationship . Instead of viewing donors as a source of revenue and maximizing the value of that relationship, they need instead to focus more on the individual and the articulation of that person’s philanthropy . Only when we stop asking for money and instead ask individuals to reflect on their own philanthropic identity will the needle truly be moved on giving