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The Marketing Institute And Ulster University Collaborate To Help Graduates "Build A Strong Career Foundation"

Posted By The Marketing Institute, Wednesday 18 May 2016

The Marketing Institute of Ireland and the Department of Marketing, Entrepreneurship and Strategy at Ulster University have collaborated in the staging of an event aimed at helping graduates build a strong career foundation. This recent initiative, chaired by Professor Mark Durkin, enabled graduates to interact with guest executives who discussed their experience as practising marketers, change agents and strategic thinkers.

Dr Mary Boyd and Dr Sharon Ponsonby McCabe of the  Department of Marketing, Entrepreneurship and Strategy facilitated this “marketing conversation” between their students and five senior marketing executives from a range of sectors. The guests were Joe Crowe, Head of Operations and Change at Bank of Ireland Group; Valerie Ludlow, Director of Strategy at Anderson Spratt Group (ASG); Lesley McClure, Visiting Professor in Market Research at University of Ulster Business School; Edward Canning, Digital Lead and Account Director at Navigator Blue; and Nuala Loughlin of Bryson  Charitable Group. 

Professor Durkin, who chaired the event, characterised it as “a relaxed and informal conversation on marketing employability where stories, recollections and advice from the seasoned executives came more naturally than would be the case through a more prepared powerpoint delivery.”

A key issue which emerged from the conversation was the fact that while skills can be easily copied and indeed commoditised especially in the digital space, knowledge and thinking ability cannot. It was agreed that the imperative for success as a marketing graduate wasn’t in the qualification itself but in how the individual uses and applies that valuable learning and consistently demonstrates personal qualities of individuality, perseverance, adaptability, enthusiasm and achieves an appropriate balance of thought and action in their marketing role. 

Bank of Ireland’s Joe Crowe commented that ‘it goes beyond the degree certificate – everyone has a degree - into what you as a person can demonstrate from that learning which will add value to the company. Valerie Ludlow from ASG and Partners agreed and advised new graduates ‘expect to arrive at the office first, leave last and make themselves available to learn at every opportunity.’ Lesley McClure, formerly MD of IPSOS MORI added that ‘perseverance is critical – applying for jobs is a competitive process. If rejections come, and inevitably they will, keep trying and keep adapting yourself to the needs of potential employers – research their needs, learn about those companies you want to work with, push yourself to really market what you can offer to them.’ 

The Marketing Institute of Ireland offers graduates of the BSc and MSc Marketing programmes graduate membership of the Institute through a case study exam hosted by Ulster University. 

PHOTO: Back row (L-R), standing are: Edward Canning, Navigator Blue; Joe Crowe, Bank of Ireland; Nuala Loughlin, Bryson Charitable Group; Lesley McClure, former MD, IPSOS MORI Ireland. Front row, sitting are Mark Durkin, Professor of Marketing, Ulster University Business School; Valerie Ludlow, ASG & Partners.

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Featured Member: Joelle Coghlan, Global Marketing Manager, Dell

Posted By The Marketing Institute, Monday 16 May 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.  



Joelle currently serves as the Global Marketing Manager for Dell’s Telecommunications vertical business and has over 18 years working in the IT sector in both sales, technical and marketing roles.  

She is extremely focused on listening and working with Dell’s customers and teams in the communications vertical space, but has expertise in the OEM solutions business and global brand and product marketing management.

Joelle is based in beautiful Ireland, serving global markets and working with the Dell ecosystem of partners, NEP's and service providers. She has a BSc, MBA, and is a scholarship candidate for an MSc program right here in Dublin’s Institute of Technology (DIT), specializing in Data Analytics and Digital Marketing, which is delivered by The Marketing Institute and DIT.


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Google Analytics 360 Suite – Measurement & Insight To Action & Optimisation

Posted By iProspect, Tuesday 10 May 2016

In today’s competitive digital landscape, the ability to collect, segment and activate consumer data effectively is more important than ever to marketing success. And with companies utilising sophisticated analytics and marketing platforms three times more likely to outperform their peers, the demand for an integrated suite of tools which allows marketers to analyse the customer journey right down to the conversion is greater than ever.

But marketers don’t just want more data; they need a collection of powerful tools which allows them to analyse and understand data, gain useful insight and then action these insights to deliver optimised customer experiences.

Google recently announced a much anticipated update to its analytics offering, unveiling the Google Analytics 360 Suite. A set of integrated data analysis and marketing products aimed at the enterprise level marketer. The new suite consists of a mix of brand-new and rebranded products.

Google Analytics 360 will replace Google’s existing enterprise level analytics offering, Google Analytics Premium. This will act as the measurement centrepiece of the Analytics 360 Suite, providing consumer insight across all devices and touchpoints. While no major updates or new features have been announced as of yet, Google has promised some exciting developments in the future.

Google Analytics 360 users will also have access to a standalone and enterprise level version of Google’s industry leading tag management system, Google Tag Manager. Google Tag Manager 360 has been built from the existing product and promises to streamline workflows, offer more simplified data collection and provide powerful APIs to increase the accuracy of data collected.

Google Attribution 360, a completely rebuilt version of Google’s Adometry software, will provide attribution solutions in the suite. Attribution 360 allows marketers to measure and optimise media spend across all channels, both online and offline, and make a real impact on customer journey and return on investment.

Google Data Studio 360, a brand new data analysis and visualisation product, integrates the data from across the Analytics 360 Suite of products and allows marketers to create interactive dashboards and reports. Built using Google Docs technology, Data Studio 360 also allows for real-time sharing and collaboration of data between team members.

Google Optimize 360, a content personalisation and testing tool, is another new offering from Google. This allows marketers to action the insights they have gained from their data by performing A/B and multivariate tests, personalise content based on audiences or customer segments and deliver experiences that work best for customers.

Perhaps the most significant part of this announcement is the launch of Google’s first data management platform (DMP). Google Audience Center 360 will help marketers to understand and target their customers and similar audiences across various channels, devices and campaigns. While Google have confirmed that Audience Center 360 will be open to third party data providers and demand-side platforms, its native integration with DoubleClick and AdWords makes this a potential game changer for search marketers.

The introduction of a DMP will make Google’s analytics offering much more competitive to enterprise level marketers in the future. This will put Google in direct competition with more established products in the market such as Adobe’s Marketing Cloud and Oracle’s BlueKai. Google will also be better positioned to compete with Facebook’s “people-based” ad platform, Atlas, which has threatened the search giant’s advertising dominance.

This will also see Google compete directly with other content personalisation and optimisation tools on the market. While Google Analytics has allowed site testing through Content Experiments for some time now, its capabilities have long been surpassed by easy-to-use tools such as Optimizely.

While the potential benefits for Google are apparent, the Google Analytics 360 Suite also represents an exciting opportunity for enterprise-level marketers. In today’s digital environment, it is more difficult than ever to get a complete view of the consumer journey as users switch devices and paths to conversion become more fragmented. It is even more difficult to then make sense of that journey and turn data into action.

Where tools do exist to answer these marketing questions, they are often difficult to use, poorly integrated or require expensive and hard to find expertise. With the Google Analytics 360 Suite, Google has focused on making these tools accessible while providing marketers with actionable insights which have a real impact on performance.

While details are scarce at present and the suite is far from the finished product – four of the six products are still in limited BETA – this is potentially a huge development in the world of web analytics, audience segmentation, attribution and optimisation. Google have even boasted that this new product will do for marketing analytics what Google Search did for web search.

Whether or not this will be the case remains to be seen, but this is something we will be watching very closely ahead of its full launch in May 2016.

This post was originally published on


iProspect globally has 71 offices in 50 countries, operates in 70+ languages, has more than 2,500 members of staff and has global billings in excess of $2.1 billion.
iProspect Ireland is the only dedicated ‘performance digital’ agency in the country and the only digital agency in Ireland that is part of a global network. As part of the Dentsu Aegis Network Ireland, iProspect is part of a group that includes media agencies Carat and Vizeum, creative digital agency Isobar and online trading platform Amnet.

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The Latest JNLR Radio Listenership Figures

Posted By Carat, Monday 9 May 2016
Updated: Monday 16 May 2016

The latest JNLR report was released this week. This book covers April 2015 – March 2016. Below is a quick snapshot of all the movers and shakers in the industry and will have you up to speed in less than 10 minutes.

All data is compared to the previous 12 month period (April 2014 – March 2015). 


Surprisingly, the introduction of digital streaming services over the last few years has not had much of a detrimental impact on the Irish radio industry as a whole. There has been only slight fluctuation in overall listenership YOY (-1% to 83%) and the average time spent listening per day has remained almost static at just over 4 hours. Considering all the new players in this space, a decline of only 1% YOY is quite impressive.

Last year we saw a marginal increase in time spent listening by the younger audience, 15-19s, and this trend has continued again this year with time spent rising from 2.4 hrs to 2.47 hrs. Not a huge fluctuation, but unexpected nonetheless considering the wide range of options this audience looks to for listening to music. While overall time spent has remained pretty flat YOY, most age demographics have seen a drop: -9% YOY for 20-24s (3.4 hrs vs 3.7 hrs last year) and -3% YOY for 25-34s (3.4 hrs vs 3.7 hrs last year). This won’t come as much of a shock, as young audiences are becoming increasingly harder to reach using traditional media. Last year we saw 55-64s time spent listening drop by -7%; however this year we are only seeing -3% (4.7 hrs vs 4.9hrs last year). 


Overall, we’ve seen a 1% drop in National Radio listenership YOY. These figures look quite static, but when we delve into the programme slots we can see what’s really been happening on a more granular level.
RTE Radio 1 remains the market leader with 23.5% market share. It’s the only national station to see growth, with its daily reach increasing 2 points to 25%; an increase of 48,000 daily listeners. Morning Ireland and Live Line were clear winners, with increases of 43,000 and 24,000 weekly listeners respectively.
The story is not so positive for the rest of the nationals: 2FM are down -43,000, Today FM -61,000 and Newstalk -25,000. 2FM and Newstalk are neck and neck with 10% daily reach each; while Today FM is in second place at 12%.

It is probably too early to be able to measure the effects of 2FM’s re-brand; their current market share is down -1% YOY to 6.1%, and we are not able to compare their new show Breakfast Republic YOY, however they are pulling in 162,000 weekly listeners. With the re-brand looking to pulling in more of the 15-34 market for 2FM, and if we delve deep into the quarter hour figures, the station has seen YOY gains for this 15-34 audience in both the Breakfast Republic show, and also Tracey Clifford’s afternoon show. Book on book, Louise McSharry has shown gains in listenership in her evening show which pulls in a niche, music-savvy audience.

Although their daily reach is matching that of 2FM, Newstalk’s market share has only declined 0.4%, now standing at 6.2%. They have lost listeners across the schedule but the biggest loss has been from Pat Kenny, at -16,000.

Today FM had the biggest loss of listeners on the national front last year, and this has continued again this year. Their market share now sits at 7.5%; down from 8.6% YOY. Both Ian Dempsey & Matt Cooper, have lost listeners; 14,000 and 21,000 respectively. However, Anton Savage’s time slot has seen the biggest drop, down -37,000 to 175,000 vs last year’s survey which would have represented Ray D’Arcy in that time slot (212,000).

FM104 and Spin 1038 are continuing their tradition of 1st and 2nd in the Dublin market in terms of daily reach (18%; 14%); but Spin is now neck and neck with 98FM in terms of market share, both with 6.3%, after losing 2,000 listeners each. FM104 saw a very marginal decline last year of 1,000 but this has been recouped five-fold this year. The biggest loser has been Q102, with a loss of 16,000 listeners (-17% YOY).
Again Sunshine has shown itself to be a one to watch. This year has seen it gain 15,000 listeners which is a 33% increase YOY. Their market share has also moved in a positive direction from 3.4% to 4.8%; indicating their rebrand campaign has been successful.

There has been a major shake-up in the Cork radio market in recent years and the effects of this look set to continue: Red FM is still the market leader (after knocking Cork 96 out of pole position late last year) with 20.4% market share. Their daily reach has grown by 14% to 126,000 listeners. That said, Cork’s 96FM aren’t resting on their laurels; YOY their market share is only down 1.1%. C103’s market share has dropped slightly from 14.3% to 14%, with a 40% drop in listeners YOY.
Generally it is good news for the Urban Media stations; both Galway Bay and Limerick 95 have increased their daily reach by 12% and 28% respectively. However, WLR has seen a reduction of 4,000 listeners which equates to a 10% drop in daily reach for the station.


This post was originally published on



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.


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Featured Member: Barry Gray, Head of Marketing & Proposition, BOI Payment Acceptance

Posted By The Marketing Institute, Monday 9 May 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. 




Barry joined BOI Payment Acceptance (BOIPA) in April 2015 to initially head the marketing team and as the business has grown rapidly Barry has also recently taken on responsibility for propositions. BOI Payment Acceptance is an alliance between EVO Payments International - a US payments business, and Bank of Ireland and entered the Irish market in January 2015. BOIPA also entered the UK market last April and the business is also selling into the UK market through the Independent Seller (ISO) channel. BOIPA provide card and eCommerce payment solutions to all sectors of the SME and Corporate markets and have already won numerous awards for their unique customer proposition.

Barry is a graduate of UCD, Smurfit, UCC and the Institute of Bankers and has spent most of his career prior to BOIPA working in Vodafone and Bank of Ireland. A marketing and product champion at heart, in the past Barry has led product teams ranging from mobile productivity solutions like Blackberry to an array of financial products including the current account, credit and debit cards and also mortgage propositions.

Having previously spent all his career working for the established market leaders in both Bank of Ireland and Vodafone Barry is now relishing the challenge that comes with working for a new start-up business taking on the incumbent players. After a stellar first 15 months in business BOIPA have already firmly established themselves as the go-to partner for card payment acceptance in the Irish market.




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