Trends in Irish Internet Marketing

Since it’s St Patrick’s day, we’re going to look at Irish trends in Internet usage and marketing.  So what’s happening in Irish marketing this Paddy’s day?  The simple answer is that spends are continuing to migrate from traditional marketing to online channels where you get more bang for your buck.  If you haven’t got your online marketing working for you, you are behind the curve.  You’re not alone though.

Most of the data that I’ll consider in today’s post comes from AMAS and the Irish Internet Association so thanks to them for their State of the Net bulletins.

Digital Advertising Increases as Total Ad Spend Takes a Beating

The first half of 2010 saw the advertising market in Ireland go through some difficult times but digital advertising increased 12.2% to  to €53.9 million.  Google continues to hold the lion’s share with 45% of that spend.
Source: IAB Ireland / PwC Online Adspend Study, first half 2010

Online Purchasing and Sales

AMAS reports CSO figures on business Internet use to show that 87% of businesses have broadband access and 92% use the Internet.  One might have hoped that by 2011 we’d be way beyond the issue of broadband connectivity but apparently not.  68% said they had a website.  What on earth are the other 32% doing? 

As far as ecommerce goes, 23% of Irish businesses with broadband sell electronically.  If they meant actually sell online then I’d have thought that % is pretty high.  If you are thinking about the Internet as a sales channel for your business then the interesting figure is this one: 49% of Irish businesses with broadband buy electronically.  I don’t know if it’s entirely safe to read these numbers this way but it seems we are further ahead as Internet purchasers than as sellers.  Surely there is an opportunity there for B2B businesses to market and sell online.

Online Marketing Tactics

So what online formats are most popular with marketers?

The same study revealed some useful (and quite mature) insights into why Social Media is being used:

Source: Marketing Institute of Ireland / AMAS, 2011 Irish Online Marketing Sentiment Survey

Related posts:

1. Find Irish Media & Journalists on Twitter

This entry was posted on Thursday, March 17th, 2011 at 1:21 pm and is filed under Online Marketing Strategy, Social Media Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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