TM Feb 27, 2011

Risks as well as opportunities exist in how social media sites such as Facebook, LinkedIn and YouTube are used as marketing channels. This is one of the central findings from the 2011 Irish Digital Marketing Sentiment Survey, the most extensive of its kind undertaken among Irish marketers.

It also reveals that marketing budgets continue to move online and that print advertising is losing out to advertising on a range of digital channels. Conducted by AMAS in partnership with the Marketing Institute of Ireland (MII), over 400 Irish marketers participated and gave insights into how the internet is affecting them. This is the third such survey conducted by AMAS and the MII and attracted the largest response to date. The sample was drawn from across all sectors of the Irish economy and three out of five participants have budgetary responsibility for the marketing function within their businesses.

Attitudes to social media, both positive and negative, proved to be revealing. Social media is an established part of the marketing armoury and is used primarily for relationship building (84%), to create brand awareness (76%) and for listening to and monitoring online conversations about companies, brands and people (66%).

Asked to consider the impact of social media, Irish marketers recognised benefits such as:
• The ability to understand audiences better (79%)
• Delivering cost savings to the business (46%)
• Providing the opportunity to make valuable connections (68%)

There is an acknowledgement, though, that social media can have downsides such as:
• Increasing a marketer’s workload (64%)
• Concerns about damage to a company’s reputation (51%)
• The challenges of keeping up to date with what is happening in social media (52%)
• A fear of making mistakes on social media sites that cannot be corrected (39%)

Social media is regarded as highly cost-effective, as engagement through these channels does not necessarily mean an investment in a campaign budget. But it has yet to attract significant advertising revenues. In Ireland, as well as globally, social media sites are “under-monetised” – they are not turning the massive scale of their audiences into revenues on the same scale.

Rumours of the death of email are greatly exaggerated. For the third survey in succession,
email is the most popular online marketing format and is used by over two-thirds of participants. This correlates with much anecdotal evidence from Irish eCommerce providers
which report that conversions are highest, and costs are lowest, through email marketing
campaigns.

Social networking sites, such as Facebook and LinkedIn, are the second most popular online marketing format at 55%. YouTube, despite its popularity, is still relatively underdeveloped in commercial terms – the entire video/audio online advertising format is used by only 24% of the survey’s sample. Being found in the maze of online content is a critical requirement for Irish marketers.

Search engine optimisation – the process by which sites can maximise free or organic rankings – is the third most popular online marketing format (52%) with search engine marketing (most likely Google AdWords) being favoured by 36%.

Marketing budgets continue to migrate online. With a third of the respondents are likely to spend between 1-10% of their budgets online, the largest single category of spend. Cumulatively, more than a third of the respondents say they are spending over 21% of their budgets on digital marketing.

Why the shift from traditional to digital channels?
• The ability to engage with customers (75%),
• optimising reach for campaigns (62%)
• and value for money (61%) are the most common reasons given.

Digital’s gain is at the expense of print. Some 43% of the sample said that they have moved their marketing spend away from newspapers, while 41% have moved it away from direct mail. TV, radio, cinema and outdoor have proved to be more resilient.





Source: http://www.businessandleadership.com/marketing/item/28596-irish-marketers-see/

TM Feb 20, 2011


International Union for Conservation of Nature (IUCN) defines a protected area as:

"A clearly defined geographical space, recognised, dedicated and managed, through legal or other effective means, to achieve the long-term conservation of nature with associated ecosystem services and cultural values."

A large number of kinds of protected area exist, which vary by level of protection and by the enabling laws of each country or rules of international organization. Examples include parks, nature reserves, world heritage sites, wildlife sanctuaries & marine protected areas. There are over 147,000 protected areas in the world with more added daily, representing a total area of 19,300,000 km2 (7,500,000 sq mi), or over 13 percent of the world's land surface area, greater than the entire land mass of Africa!

Do you want to know what areas they cover? What species and ecosystems are they protecting? Now you can explore most beautiful parts of the globe from the comfort of your own home on the World Database on Protected Areas. Moreover, you can contribute information about protected areas alongside national agencies and international organisations on http://protectedplanet.net/





Sources:
http://www.protectedplanet.net/
IUCN (2010) Protected Areas - what are they, why have them?
Bradshaw, CJA (2010) Failure of the CBD 2010 targets. Conservationbytes.com
"Conservation Refugees" by Mark Dowie. First published in Orion, November/December 2005. Re-published in The Best American Science and Nature Writing 2006

TM Feb 12, 2011

In all recent doom and gloom it’s easy to forget how marvellous Ireland is! So let’s cheer for one of the friendliest and most stunning countries in the world!

TM Feb 7, 2011


Recent research of Wisconsin scientists has proven that “Guinness –really-is good for you”! Study conducted on dogs with narrowest arteries found that Guinness worked just as well as aspirin in heart attacks prevention!  Apparently antioxidant compounds in most famous Irish stout decrease harmful gathering on the artery walls. The researchers claim that a pint of Guinness at meal time has the best impact.

Now that’s wonderful news for all that dark liquid lovers, isn’t it? It prompted me to think what other health benefits of moderate alcohol consumption can be, so I conducted a little research on the subject myself. Here’s what I found
on positive aspects that various alcoholic drinks have:

·   Red wine-a definite winner!!!  Many studies has proven that effect of drinking at least 2 to 3 glasses of wine a day is  supposed to result in healthier and possibly longer life.

o  As red wine lowers the total cholesterol count and alters the blood lipid levels, it plays its part in reducing the risk of coronary heart diseases.

o  Due to polyphenols which are excellent antioxidants, wine helps in lowering total cholesterol and blood pressure, lessening risks of cancer, stimulating the immune system, and has anti-bacterial properties.

o  It has also been found to affect favourably the body’s absorption of antioxidants in food and helps metabolize fat in more efficient way.

o  Study on the presence of Helicobacter pylori, which presence has been linked to causing ulcer infections, found that those who had 1 glass of wine a day had 7% fewer of these bacteria, those who drank 2 glasses a day had 18% less, and those who drank 3 or more glasses had 1/3 fewer bacteria.

o  Research shows that red wine can decrease the risk of lung and prostate cancers, stroke, dementia, kidney stones, diabetes, macular degeneration and osteoporosis.  Spanish study even implies positive effects in fighting off the common cold!

·  Beer –its moderate consumption has been confirmed to reduce the risk of heart strokes by 20%.

·  Cognac-widens the veins and removes the headache  
o  30 ml of cognac mixed with sugar helps in case of hypertension and stenocardia (angina)
o 1 spoon of this drink soothes the nerves and removes the stress

·  Vodka-yes! There are even tested benefits of drinking small doses of this refined alcohol, such as:

o  Influencing the digestion
o  Daily consumption of 25-30 grams of vodka decreases the level of cholesterol
o  Little doses of vodka help cure the headache (large doses have quite the opposite effect though:)
Ok then, combining all the above benefits can lead to a belief that there is nothing wrong in alcohol consumption, on the contrary it can be even treated as a cure (and it was-for example under prohibition times in US cognac was apparently sold in pharmacies as a medication!).  This is of course only partially true and cannot be used as an excuse for abusive consumption, ie. a glass of wine-just to prevent a heart disease, glass of cognac to decompress and a shot of vodka (to decrease cholesterol naturally) after work is NOT GOOD FOR YOU! :)
So as a word of admonition – excessive alcohol consumption is associated with many serious health issues, including:
·         Alcohol addiction
·         Cancer (especially mouth, liver and breast)
·         Heart diseases
·         High blood pressure
·         Liver damage
·         Obesity
·         Osteroporosis
Verdict: consumption of one to two drinks per day is found to have positive effects on health.

I shall leave you now with this conclusion and toast to the Spanish research with a glass, or even two, of delightful Museum Real (just to cure my cold naturally!!!:))


Sources:
http://www.irishcentral.com/news/Guinness-is-good-for-you-say-medical-experts-113839559.html
http://www.meteck.org/wine.html
http://www.french-wine-online.com/articles/wine-health-benefits.html
http://www.healthtree.com/articles/red-wine/
http://usehealthguide.com/effects-of-alcohol
http://www.buzzle.com/articles/positive-effects-of-alcohol.html

TM Feb 2, 2011

Digital marketing trends

Marketers and agencies agree that in 2011 we’ll see continuation of the growth trend from 2010 in digital sector. Social media will become a mainstream engagement and influencer platform, with more and more clients realising its potential and integrating social tactics into the overall marketing strategy.


In conjunction with the social media marketing trend mobile marketing will explode. According to new research undertaken by Behaviour & Attitudes one-fifth of adult population in Ireland own a smartphone and the smartphone market is set to grow to potentially 1.5 million by spring 2011. With numerous Android devices, Apple’s IPhone, Ipad, and growing tablets market (Blackberry, Motorola, HP and Ipad 2 and Android tablets to come) consumers will download even more apps and games. Location based services, event-based mobile marketing and augmented reality will be on the increase.


Digital media spend


As a result marketing leaders must shift marketing budgets towards online. Online channels are lower cost, can reach very targeted audience and are becoming more measurable, we can expect continued decline in the use of traditional media.

Digital media spend in Ireland is set to increase by up to 15pc in 2011, while overall media revenue will drop by 5pc, Accenture Media Management has predicted.
“Digital media spend is set to buck the trend in 2011 with many advertisers viewing the medium as most appropriate to the current economic environment - and the resultant budgetary constraints,” said Nina Gallagher, senior manager with Accenture Media Management:
“By its nature online advertising provides advertisers with a cost-effective and accountable alternative and many of the more traditional media segments will have to work hard to retain their share of the market. While Ireland still lags many other European markets when it comes to digital media spend, indications are that Irish advertisers will contribute to closing this gap over the coming 12 months.”
Gallagher said Accenture estimates that the total advertising market will decline by 5pc in 2011, resulting in a total market worth approximately €750m in 2011.

Overall Irish ad market expected to fall by 3pc, according to a new forecast from Carat.

The company says online revenues will remain healthy (growth of 11pc to €120m is predicted), but will increasingly move towards direct response led activity, social media and mobile, while search advertising will continue to remain robust.