1. Krishna De 2011 www.KrishnaDe.com Digital Influence and the Female Consumer Krishna De KrishnaDe.comKrishnaDe.com

2. Are you meeting consumers at the Zero Moment of Truth? Source: Google ZeroMomentOfTruth.comKrishna De 2011 www.KrishnaDe.com Todays consumer wants to be more informed to make better choices and be confident that they get value for moneyKrishnaDe.com

3. Content sites inform purchase decisions Source: Yahoo Connectonomics ReportKrishna De 2011 www.KrishnaDe.com Women gather information from content sites and share it on social networks and in personKrishnaDe.com

4. Content channels offer anonymity and a deeper connection Source: Yahoo Connectonomics ReportKrishna De 2011 www.KrishnaDe.com Insight: Women are most open to advertising on content channels compared with communication channels where ads are often ignoredKrishnaDe.com

5. Recommendations from people you knowis the most trustworthy advertising source for women surveyed in developed (73%) and emerging countries (82%) Source: Nielsen Women of Tomorrow StudyKrishna De 2011 www.KrishnaDe.com Percent of women that say they trust somewhat and trust completelyKrishnaDe.com

6. Women are more reticent to trust adverts on mobile phones, social networks and smartphones Source: Nielsen Women of Tomorrow StudyKrishna De 2011 www.KrishnaDe.com Percent of women that say they dont trust much and dont trust at all)KrishnaDe.com

7. Do you hyper-target your social ads? Source: Social Code September 2011Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

8. Women are more frequent visitors to online retail sites and social networks, and spend more time there than men Source: comScore Connected Women StudyKrishna De 2011 www.KrishnaDe.comKrishnaDe.com

9. Are you aware of the source of traffic to your site? Source: Nielsen Jun2 2011Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

10. What motivates consumers to follow a brand, product or service on Twitter? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

11. Why do consumers un-follow a brand, product or service on Twitter? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

12. Why do consumers Like a company, brand or product Facebook Page? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

13. Why do consumers un-Like a Facebook Page? Source: Exact TargetKrishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com

14. Categories that female Irish consumersresearch after receiving a recommendation for a product or service Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

15. There are some gender differences related to online research Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

16. The percentage of female Irish consumers that research online before making a decision to purchase (87%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

17. The percentage of female Irish consumers who comment they are more likely to purchase when they can find recommendations about products and services online (84%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

18. The percentage of female Irish consumers who comment that negative information online has made them change their mind about purchasing a product or service recommended to them (71%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

19. The percentage of female Irish consumers who comment that positive information online has reinforced their decision to purchase a product or service recommended to them (80%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

20. When researching to make a purchase, the majorityof female Irish consumers start their search with a search engine (76%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

21. When researching to make a purchase, for female Irish consumers, the next most popular place to start a search is a retailer site (18%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

22. When researching to make a purchase, a minority of female Irish consumers search on a manufacturers site, with this being more likely for an older consumer (4%) Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

23. Number of female Irish consumers using daily deal or group buying sites to make a purchase in the last 3 months Women On The Web: Irish Research September 2011Krishna De 2011 www.KrishnaDe.com Krishna De 2011 www.KrishnaDe.comKrishnaDe.com Source: iReach Purse Power 2011

24. What does this mean for us as marketers? Learn about your own consumer - what do they search for when looking for your products or services and what device do they use Extend your marketing personas - include digital insights about your consumer Integrate mobile marketing - include mobile marketing and mobile commerce in your marketing plans Meet consumers where they are online - experiment with social commerce and look forKrishna De 2011 www.KrishnaDe.com ways to build engagement in Facebook with the development of appsKrishnaDe.com

25. What does this mean for us as marketers? Hyper-target and personalise your communications - ensure that your adverts and your marketing message is relevant to your consumer and target audience Invest in your website - search engine optimisation is critical and consider integrating the ability for consumers to leave reviews Proactively manage your online reputation invest resources to track brand mentions and use the information to enhance products and services alongside your sales and marketing processesKrishna De 2011 www.KrishnaDe.com Remember - price, service and quality will help you retain your customer and attract more word of mouth referralsKrishnaDe.com

26. What does this mean for us as marketers? This presentation was made by Krishna De at the conference Purse Power: How to Engage and Influence the New Irish Female Consumer hosted by RD Communications held in Dublin in October 2011 The Irish research was developed from a joint project between Krishna De, Rachel Dalton of RD Communications and Oisin Byrne of iReach An extended research report about the female Irish consumer will be made available during October 2011 in the meantime, please feel free to ask me your questions: Facebook.com/KrishnaDe Twitter.com/KrishnaDe Acknowledgements:Krishna De 2011 www.KrishnaDe.com Oisin Byrne of iReach for the management of the Irish consumer research - the survey was conducted by iReach Market Research during the period of 22 -29 September using the iReach Consumer Decisions Research Panel which delivered 1,000 responses from adults in Ireland aged 18+ to 65+ and is nationally representative by Age, Region, Gender and Social Class. Gerald Whelan of the graphic design consultancy BrandCentral.ie for the graphic representation of the Irish research Photo credit http://www.flickr.com/photos/osiatynskaKrishnaDe.com