On Purchasing a Watch – The Buyer Journey up close.

My twelve year old daughter is buying a watch. She is using her own money to get it and although it’s not a big purchase, it’s a big deal to her. Talk about research.  I’ve seen her check out eBay and Amazon for ‘girls’ watches’. I’ve noticed a rash of photos on her Instagram account of her friends’ watches so she has obviously asked them to take a quick photo and send to her.  I’ve noticed her jump on my Pinterest account and do a quick search there too. She tells me she is just getting ‘ideas’. She has also asked me if, next time we go to the shopping centre, she can browse in the shops. I’m talking about a purchase which is going to be no more than €20 perhaps, but I’m guessing that for her the risk is not about cost but about ‘cool’. To a twelve year old kid, that’s the bit you need to get just right.

Goodness knows where she will end up buying but when she does, she’ll certainly have done her homework. Compare this to when I was her age. I lived in the countryside so when we needed special items like this, we went into the nearest big town or perhaps to Dublin. There was a set time frame in which to go into a shop, (two if you were lucky), have a look around, see if there was something you liked and could afford and buy it. Job done.

I’m telling you this because it struck me just how much more complicated the shopper journey has become, even for a ‘simple’ purchase like a kids watch but look at all the opportunities it gives us along the way to help with that big decision.

As marketers, we can help my daughter on eBay, on Amazon, on Instagram, on Pinterest or in-store.  Compare that to trying to reach me as a twelve year old. If you were lucky enough to be a big brand and could afford TV and radio, then I might have heard of you and gone into the shop looking for your brand. But even then, despite knowing about the brand, if your products weren’t in stock in that shop on that particular day, then all the advertising in the world couldn’t influence my decision.  I had to choose there and then from what was on offer or else leave without my beloved purchase until the next time. No blissful sigh and ‘ah well, we can always get it on-line’ for me in those days.

So yes marketing is more complicated these days now but isn’t it exciting too?


Some favourite Infographics

Since beginning the Graduate Certificate in Management (Digital Marketing) last February, I spend a hell of a lot of time online, so much so that my children think I might have a problem! Last semester one of our assignments was to produce a content marketing plan for a relationships  counselling service so when my youngest saw me checking out the ‘Support for Single Parents’ page one day, he thought the worst and suggested I might grow cabbages for a living instead! Now I’m not sure that cabbage growers are all happily married either but at least now if I do decide to grow cabbages, I’ll be able to market them digitally!!

But I digress. I tell this story to get across just how easy it is to immerse yourself in all the helpful content that’s available out there both for me as a student and for practitioners too. You literally could lose yourself for hours if you had the time. One way I’ve found that really helps my learning is to read the long-hand version first and then find a great infographic that crystallises the topic and presents the key data in a pleasing visual format.

In my last post, I talked about the advantages to marketers of using infographics and promised you my favourites so far. So true to my word, here they are. Needless to say, this is massively subject to change as more and more great infographics are produced. I like to keep my favourites together on my Pinterest Board so you’ll find more there but for now, here are my favourites.


The State of Content Marketing

State of Content Marketing 2014

State of Content Marketing 2014

The Secret Art of Digital Marketing

I must warn you it’s a long one but well worth the scroll.

The secret Art of Digital Marketing [Infographhic]


The last one is here because it made me smile.

Profile of a Twitter user

Profile of a Twitter user


The Power of Infographics

Infographics are a graphical representation of a wall of text usually including data or statistics. The idea is that, presented in this way, the information is easy to consume and fun to share.

We have all heard that a picture speaks a thousand words and I happen to believe that’s true. I have gathered my fair share of infographics on my digital marketing journey so far. When time is of the essence and learning is paramount, I’ve found infographics really help to cut through to the heart of a subject and present the salient points in a concise manner, aided by lovely graphics to help make sense of the data.

Marketers have realised this too and this has led to the rise of the infographic.

Infographics make great marketing tools. Why?

  • 90% of the information transmitted to the brain is visual
  • 99% of all sensory information is filtered out by the brain almost immediately.
  • Infographics are in that 1% that isn’t
  • The eyes are a physical extension of the brain.
  • 65% of us are visual learners

And now that you have processed this information the hard way, I’ve got a great infographic from NeoMam Studios which puts it across much better!  In my next post, I’m going to gather my favourites and share them with you.

The Power of Infographics

Why Infographics make great marketing tools.



Why Irish marketers can no longer ignore mobile

ComReg has just released their latest figures for Irish Mobile phone subscriptions and it’s now official that Ireland has more mobile phone users than people.

Figures show that at the end of March 2014 there were 5,619,777 mobile subscriptions in Ireland while the Central Statistics Office’s Quarterly National Household Survey that estimates a population of 4,611,000.

The number of smartphone/tablet users increased to 2,717,901 this quarter, up by 4.2% from Q4 2013 and up by 12.2% compared to Q1 2013.

This equates roughly to 1.21 mobile phones for every man, woman and child in the country, irrespective of their age. Comreg’s report also estimates that 57% or 3.2 million of all phones in Ireland are smart phones.

When you also consider how mobile is changing our shopping habits, it’s clear that a mobile marketing strategy is no longer a ‘nice to have’ but is a ‘must have’. From allowing consumers to research products on their mobiles to actually completing sales, the role of the mobile has empowered customers and the savvy marketer needs to embrace this opportunity. Think about it, no other device is as personal (we don’t tend to share it) and as present (we always have it with us).

Marketers need to adopt a ‘mobile first’ strategy and a responsive design is a great start.


Digital Marketing logos

Follow me!

Welcome to the first post of ‘Digital Marketing View.’

Let’s start by giving you some insights into me. I am a marketing and sales professional of a goodly number of years with a background in what has come to be known as ‘traditional marketing’. I’ve worked in advertising agencies on B2B accounts. I’ve worked on B2C accounts. I’ve also worked on retail accounts which in my opinion deserve a category all of their own, but that’s for another day. I’ve done marketing and I’ve also done sales. So you could say, I know a thing or two about sales and marketing.

Or you could say I did know. While I was on a career break for just a few years (if you can call having 3 children in 4 years a break at all), the world of sales & marketing changed and when I got back to my desk, I found there was no longer such a thing as this ‘traditional’ marketing. The internet and the profound changes it has had on buyer behaviour has put paid to that.

Of course, at its core, (insight #1) the guiding principles of marketing haven’t changed at all. When I studied International Marketing & Languages at DCU in Dublin, Ireland over 20 years ago, I learned that marketing involved being obsessed with your customers and that’s just as relevant today. If anything, this is more true of Digital Marketing than ever but the strategies,  best practices and tools have moved on and I am too.

So, these days, I am back in DCU my old alma mater, this time as a student of Digital Marketing. It’s incredibly exciting. I’m learning so much everyday and I’m spending a lot of time doing so and I thought I’d share on my blog  just some of the wealth of knowledge I’m finding in the form of insights, news, trends, tips and sometimes my own opinions too.

Incidentally, (insight #2) anyone seeking to embrace digital marketing: there really is no longer a distinction between B2B and B2C any more. It’s more useful to think in terms of P2P (person to person).

I’m really looking forward to this. I hope you are too.