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.



What Is Social Media?

This is a great overview of Social Media providing a walk-through of the main types, best practices and quick introduction to developing a social media plan.

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What is Social Media?

When people hear the term “social media”, they immediately assume that it refers to social networking sites. However, social media is not limited to only using sites like Facebook, Google+, and Twitter, YouTube, and Instagram. In fact, you might be surprised to learn that the use of social media dates back to the prehistoric era, way back before computers and papers were invented.

What is social media? We can get the meaning of the term by first identifying the two words that make it up. Social refers to the interaction between people or group, and their behavior in society. Media, on the other hand, can be defined as a channel for communication and interaction. Thus, social media is all about the interaction of people and groups in a society using these tools and technology that were made for communication.

Social media is ever-changing. Today, social media

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What’s your favourite World Cup ad?

If your house is anything like mine, then World Cup fever has already taken over and we are only a few days in!

To mark the occasion, I thought that today, I would gather some of the more elaborate World Cup ads that have been produced this year.  These are not so much ads as major productions.

Which is your favourite?


Nike: The Last Game


McDonalds: Gol!


Beats by Dr Dre: The Game before the Game


Adidas: The Dream

HubSpot’s Inbound Certification

Being a post grad student of Digital Marketing has meant that I have had to grasp a lot of concepts, techniques, tools and realities and all in a very short time frame.  Content Marketing, SEO, all the Social Media, Email Marketing, Web Usability, Big Data, Web Analytics, Measurement tools – the list goes on.

There’s a lot to get through and as a seasoned marketing professional, I am always looking to align all these new topics with customer segmentation and the customer journey. In other words, who are our customers? And what do they need to know from us at this exact point in time that helps them in their lives and helps us as marketers achieve our business goals?

One of the best resources I’ve found for an aspiring (or even experienced) Digital Marketer who is looking for a framework to place the many digital marketing tools and techniques within this customer / customer journey framework is the HubSpot Inbound Certification Programme.

The cornerstone of HubSpot’s approach is to start by defining in detail your buyer persona/s  and this aligns perfectly with my own obsession for profiling the customer.  The course is then broken down into the 4 component parts of the Inbound Methodology: Attract, Convert, Close, Delight. Again, this provides an excellent framework for following the customer through their buyer journey and was something I could easily relate to.

The real value for me came from seeing where all the various digital methodologies fit into this framework, delivered in very informative and digestible sessions. I highly recommend to anyone who hasn’t done so to watch the series of 11 videos, even if you don’t want or need to take the exam.

On completing the course, you will be armed with alot of insights, many more than I have outlined below but the key takeaways for me were:

1. Clearly define your business objectives for each activity or set of activities at a high, mid, and granular level.

2. Define in detail who your ideal customers are. Create buyer personas and obsess about them. Know who they are, what they like to do, where they hang out online, what their problems are and how you can help solve them.

3. Create content for each of your buyer persona for each stage of their buyer journey which they will find valuable. In other words, provide the right content to the right person at the right time.

4. Promote the content widely and wisely to make sure that it reaches your personas.

5. Measure success against the objectives set out above. Measure and test, test and re-test. Iterate and try again. Do more of what works. Less of what doesn’t.

6. Don’t forget to delight your customers as well as attracting new ones.


HubSpot Inbound Methodology

HubSpot Inbound Methodology

Oh,  and  yes – I achieved certification – a great feeling! Thanks HubSpot.

Link to your Google+ page to get found

Search Engine Optimisation (SEO) is a very hard nut to crack. Many with much greater knowledge than I have, do battle on a daily basis with Google’s highly complex algorithm to try and improve their website’s rankings. If they are very good at their job, they might even get the website to show in the first page in search results. This is no small achievement when it happens.

There are many aspects to get right when doing SEO and many of these have to do with the actual on-page and site wide setup of the website itself. Factors include keywords, readable URL’s, alt texts, meta description tags to name a few. Thankfully for me and other bloggers, WordPress does a wonderful job of taking care of much of this for us. However, as you can imagine, just being on WordPress isn’t enough and lots of other factors contribute too like social shares, links, frequency of posts etc etc.

I’m choosing to put up this post now because, in the past hour, I have just published my first blog post on Digital Marketing View. It’s a brand new blog and it’s on the very well-catered for subject of Digital Marketing. There must be literally millions of web pages on this topic. Excited to have got the blog off the ground, I did a quick search for the very, very broad term: ‘Digital Marketing’ and could not believe my eyes to see me staring back at myself on the first page above the fold. It’s a link to the automatic share I set up to my Google+ page. Never in my wildest dreams could I have hoped for this result.

The blog is brand new so it has no social shares, no traffic to speak of and only one post. What a boost. Linking to Google+ really does help with SEO. Simple, and it worked for me.

 Insight #3. To get help get found on Google search, set up a Google+ page and link your blog.

Digital Marketing View makes it to the first page above the fold on Google search. Not bad for a new blog.

Digital Marketing View makes it to the first page above the fold on Google search. Not bad for a new blog.


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.