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Featured New Member: Karen Howley, Subscriptions Marketing Manager, RTÉ Digital

Posted By The Marketing Institute, Thursday 31 March 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.

KAREN HOWLEY, SUBSCRIPTIONS MARKETING MANAGER, RTÉ DIGITAL

Karen Howley joined RTÉ Digital in 2015 to market the state broadcaster’s freemium online TV service for the Irish Diaspora, RTÉ Player International. 

She graduated with a BSc in Multimedia in DCU in 2007, and began her career as an Online Producer with TV3 in 2007. From there she moved into the start-up space, working with live-streaming production and subscription-based online TV service Aertv. During these years, she witnessed a sea-change in the digital marketing space as content marketing and user-centric product design rose to the fore. 

Since Karen joined RTÉ, she has looked after campaigns that use key content milestones in the Irish television calendar to connect with the Irish Diaspora. Her most recent digital campaign focused on communicating RTÉ’s impressive 1916 offering on RTÉ Player internationally.

Karen’s multi-skilled background in media, content and technology has allowed her take advantage of new opportunities and rapidly change course using agile digital marketing tactics. Most recently, she produced one of the first Facebook Canvas Ads for RTÉ Player, winning excellent engagement with RTÉ’s social audience. 

Karen champions personalisation across marketing channels and it is apt that she now finds herself as a key driver of RTÉ Digital’s CRM strategy. Throughout her career, she has enthusiastically supported digital convergence and she is well versed on all trends in the online TV landscape.

READ ABOUT OUR OTHER FEATURED MEMBERS HERE


 

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Talent Attraction: Key Factors Your Business Should Consider

Posted By Next Generation, Tuesday 29 March 2016

In todays’ knowledge economy, talent is not only critical, but scarce. Talent attraction and retaining talent is a top priority; however companies still struggle to fill skilled positions.

Successive Irish governments have developed one of the world’s most open economies and invested heavily to develop Ireland Inc. attracting high performing knowledge led industries. In today’s talent driven market, hiring managers need to be aware that now more than ever before that the talent they are looking to hire are more educated, have a deeper understanding of themselves and their needs and want to be part of a community that aligns with their own brand identity and belief system.

Next Generation recently carried out research in which 566 respondents took part to establish what factors are most important to talent in order to attract and retain them to a role/ organisation.  

Check out the full infographic and survey results analysis here or view the infographic as below.


ABOUT THE AUTHOR

Next Generation are an International Specialist Recruitment Company with a proven track record of sourcing and selecting best fit talent by offering tailored recruitment services, providing the talent that companies need to give their organisation a competitive advantage.

Next Generation’s Talent Acquisition Partners have hands on industry experience in their respective fields and verticals sourcing talent for permanent, interim and temporary contracts. Key areas of recruitment include; Data Science, Digital Marketing, Finance, Engineering and Life Sciences, Insurance & Financial Services, IT, Marketing, Sales, Supply Chain and Operations; including start-ups, SME‘s and global multinationals across all industries. 

www.nextgeneration.ie 


 

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Featured Member: Enda Lynch, Commercial & Marketing Manager, Munster Rugby

Posted By The Marketing Institute, Wednesday 23 March 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.


ENDA LYNCH, COMMERCIAL & MARKETING MANAGER, MUNSTER RUGBY 

Enda Lynch, Commercial and Marketing Manager with Munster Rugby, is responsible for the ongoing commercial performance of one of Europe’s leading rugby clubs.

 

Previously Enda was sponsorship manager for O2, one of Irelands’ largest telecommunications companies and significant sponsor rights holders in Ireland, covering Irish rugby, The O2 and Cork GAA.

 

A sponsorship veteran, Enda worked across a number of sponsorships for brands both domestically and internationally for over 10 years including Vodafone and Digicel prior to joining Munster Rugby.


READ ABOUT OUR OTHER FEATURED MEMBERS HERE


 

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Spotlight With Heather Andrew, Neuro-Insight

Posted By Vizeum, Wednesday 16 March 2016

Vizeum have launched a new series of expert marketing videos called “Spotlight.” Each month they will feature a thought leader discussing some of the most topical areas within communications. This month, they interviewed Heather Andrew from Neuro-Insight in the UK who shares her thoughts on the field of neuroscience and what it can inform.

Neuroscience taps into the subconscious to see how the brain actually responds to advertising rather than relying on consumers to tell us what they think.

Check out the video on Vizeum.ie/spotlight, along with the Vizeum analysis. 


ABOUT THE AUTHOR

Vizeum’s promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

www.vizeum.ie


 

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Virtual Reality - A Game Changer?

Posted By Carat, Tuesday 15 March 2016

In 2015, Carat organised what no doubt will be the first of many Carat Digital Day’s. On this day, we took time out of our schedules to learn about the new products and technologies coming down the line from different corporations such as Facebook, Twitter, and Google. However, none captured my attention as much as the Oculus Rift demo where we got to experience Virtual Reality first hand. This was a strange experience to say the least, and what surprised me the most about it was how completely immersive and tangible I found it. It was strange to have your perception of reality be so drastically altered, and I guess this got me thinking about the applications of this technology.

Straight off the bat, it would seem that the most apparent application of this technology lies in gaming, in particular in Multi-User Domains (MUDs) or Massively Multiplayer Online Role-Playing Games (MMORPG), such as Second Life, Ultima Online, EverQuest and the largest of them all World of Warcraft (WOW). These worlds are ‘experience worlds’ that are highly interactive, collaborative, and commercial and in many cases mimic real worlds, both financially and socially. 

Over the years more people are spending more and more time and money in these virtual worlds. Couple his with the growing popularity of MUD’s with the increasing adoption of Virtual Reality headsets and these arenas seem to represent a new frontier for brands and advertising to play in, with many early adopter brands already paving the way.  

“Standard” doesn’t make the cut in Virtual Worlds: 

Looking at the examples of brands dabbling in this arena, it’s clear that the standard advertising doesn’t make the cut. Instead, brands are opting to develop more of an experiential presence in these worlds. For instance, in 2015 alone, Second Life hosted 74 stores of real world brands such as Ben and Jerry’s, Toyota, and Adidas.

Here, similar to their real world counterparts, Second Life avatars can try on clothes, purchase goods and explore the stores. Interestingly, consumers are prepared to spend additional money on more expensive branded virtual goods as they perceive the real world value of the brand.

Having real world brands in these virtual worlds appears to be a mutually beneficial exchange between brands and users. Not only does this result in a more authentic experience for the user, but it offers brands a unique branding platform, as well as an opportunity to demo and test new products before they are launched in the real world. 

VIRTUAL WORLDS - TEST AND LEARN TOOLS:

In 2006, Starwood Hotels showcased an excellent example of this. They constructed a prototype of the proposed new hotel in Second Life and invited Second Life players to visit this virtual hotel. This activity gathered feedback for the proposed hotel in the real world. The comments altered design features in the real world hotel which was launched in 2008. The result of this project not only gave the brand excellent feedback, but it raised the profile of the brand in the real world, as Starwood Hotels was the first hospitality firm to open in Second Life. 

Furthermore, companies such as IBM and Text 100, who regularly look for innovative ways to conduct business, bought a headquarters in Second Life. In less than 10 weeks, and with a budget of $10,000, Text 100 constructed a virtual base for IBM. Immediately, IBM began holding global meetings there, all members of staff attending as their virtual selves. Fascinatingly, when the employees were asked for their feedback on the virtual experience, they reported that they found the meetings ‘more lively, more interesting, more fun, more human and more personal’. These revelations are suggestive of the ease at which virtual worlds blend with real worlds and the power user-generated, immersive environments such as Second Life possess for brands and corporations alike – a power which remains relatively untapped. 

GAME CHANGER: 


What these examples tell us, is that, virtual reality gives brands access to a new frontier where the boundaries between the two worlds are rapidly dissolving. It seems Virtual Reality enables marketers to tell stories and engage with consumers in ways that were not previously technologically feasible.

Furthermore, virtual worlds when coupled with VR headsets, not only amplifies the gaming experience but it will improve the level of data that can be obtained, making the exchange between the consumers and brand ever more valuable. In theory, Advertisers will be able to know what consumers are looking at, when they are looking at them and for how long. The consumer data gathered on the back end of VR platforms is, essentially, everything advertisers wish they could gather in the real world. 

Ultimately, the best applications of MUD’s and VR headsets are probably still to be uncovered, but it’s clear to see the ample opportunities this technology is already delivering for brands. It represents a totally new frontier for gaming, storytelling and communication which is different to anything that has ever gone before it. Considering this, not only will VR be an interesting space to watch, but it will equally be an interesting space to play in.

This survey was originally published on Carat.ie.


ABOUT THE AUTHOR

Carat Ireland, part of the world's leading independent media planning & buying agency and the market-leader in digital and non-traditional media solutions. Owned by global media group Aegis Group plc, listed on the London stock exchange, the Carat network is more than 5,000 people in 70 countries worldwide. 

Today, advances in digital technology and changing consumer behaviour has created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients. 

www.carat.ie


 

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