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IN BRIEF
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EMAIL STILL MOST POPULAR ONLINE
PROMO TOOL FOR MARKETERS – SURVEY
Email remains the most popular online promotional format for Irish
marketers, according to the second Online Marketing Sentiment
Survey conducted by AMAS among members of the Marketing
Institute of Ireland (MII).
Some 65pc of respondents said they use email marketing cam-
paigns to spread their message and drive action or uptake. The
next most popular choice is SEO, which 48pc of marketers are
using for promotional purposes, followed by social networking and
blogs at 44pc. Video and audio content was a preferred format for
25pc of respondents.
LinkedIn was found to be the most popular social networking site
used by marketers for marketing or promotional purposes. It is
Bulmers managing director
Michael Merrins launches
used by 45pc of respondents, compared with 42pc using
new cider variant
Facebook and 40pc using Twitter.
The survey found that more than 90pc of marketers are now
spending some of their budget online, with 47pc allocating at least
10pc of their spend to this channel, up from 30pc last year. Forty-
News round-up
six percent of the sample said they are able to measure return on
investment better through online marketing compared with tradi-
tional formats.
■ Bulmers has launched a new cider variant, Bulmers Berry, with
a heavyweight marketing campaign.
■ The Irish Sun is running a €140,000 outdoor advertising cam-
MARKETERS OPTING FOR SOCIAL
paign to launch its new weekly showbiz column, Totally Exposé.
MEDIA OVER DIRECT MARKETING
■ Kerry Foods has been named Ireland’s most valuable brand in
the annual Brand Finance survey, which studies the world’s 500
Marketing professionals worldwide are increasingly looking at
most valuable brands. The firm is ranked 414 on the global list.
investing in social media marketing (SMM) and many plan to
■ The Irish Cancer Society is to receive €80,000 worth of free
do so at the expense of direct marketing, according to the
seventh annual Alterian Survey.
advertising and editorial support in the Metro Herald.
The sample of more than 1,000 marketers found that 66pc
■ Digital Reach Group (DRG) has agreed an exclusive deal with
of respondents will be investing in SMM in the next 12 Meteor to provide advertising sales services, together with ad
months. Of those who will be doing so, 40pc said they would
serving technology, for Meteor’s mobile web portal.
be shifting more than a fifth of their traditional direct market-
■ Airtricity is the new sponsor of RTÉ Radio 1’s ‘The Tubridy Show’.
ing budget towards funding their SMM activities.
■ Presence PR has been appointed Dundrum Town Centre’s PR
Other statistics from the survey found that 67pc of respon-
dents feel social media is either ‘increasingly important’ or
partner.
‘critical to success’.
■ Ogilvy & Mather has been appointed ad-agency partner to the
“2010 marks the start of the digital decade for marketing,” Jacob Fruitfield Food Group.
said David Eldridge, CEO, Alterian. “Untargeted and irrelevant
■ Dublin GAA and Vodafone Ireland have signed a six-year
marketing techniques are now redundant and the results of
sponsorship deal for the county’s hurling and football teams.
this survey show many in the industry recognise this. The one
■ Bord Gáis has credited Google AdWords advertising with over
thing to remember, however, is that investment in social media
marketing is futile without adequate measurement.”
30,000 signups within 30 days of the launch of the Big Switch
The survey found that 36pc of respondents are investing
campaign last year.
in social media monitoring and analysis tools. “Without the
■ Ikea has appointed Mother to handle its advertising business in
adequate investment in listening and measurement tools it
the UK and Ireland.
renders any anticipated investment in social media ineffec-
■ O’Herlihy Communications has been appointed by 3 to handle
tual,” said Eldridge. “The key to an effective social media
PR and media for this year’s 3 Irish Open golf tournament.
strategy is listening.”
Volume 4 Issue 1 2010 Marketing Age 15
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