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We revealed some real marketing gems

We revealed some pearls of wisdom on the future of marketing in Ireland on Feb 28

02/02/2012

In this fast-moving, ever-evolving industry it’s always important to know where
you stand. On 28th February, after a year’s research involving Irish consumers
and marketing decision makers, Gerard O’Neill, Chairman of Amárach Research,  presented our valuable research findings for the first time.





Combining statistics, survey findings and forecasts, Gerard dazzled us with emerging trends that quite simply will change the way you drive your business forward.

The world is about to become your oyster

This one-off event was brought to a full house by the Marketing Institute of Ireland together with the An Post Mail Media Unit and Amárach Research, all of whom provided leading perspectives at this exclusive breakfast.

The future is moving towards:

  • Loyalty: Ireland may not be cash rich but over 90% of the population do have at least one loyalty card in their wallet whether for coffee or hair styles. One in 5 consumers has 5 cards or more.
  • Integration: 72% of households who have internet access believe that having a catalogue on hand helps them choose what they want to buy
  • Irishness: It also found that a phenomenal 1.3 million Irish adult consumers (38%) are put off by brand advertising not created for and targeted specifically to an Irish audience. That’s over one third of Irish adult consumers who have switched ‘off’ before you air.

Read the full research report:
The gap between consumer attitudes in Ireland and the UK


Eoghan O'Meara, Rubicon Advertising; Ian Young, Irish International


Conor Horgan, Cullen Communications; Aidan Bolger, Irish Times; Ian Corbet, Toyota Ireland


Claire Kearns, GSK; Ken McIntyre Barns, Hicks Kimber Mears


Cathy Summers, Aviva; Colm Kelly, An Post; Lorna Farrell, Aviva


Victor Coleman, Peter Knight; Knight Marketing


Sean Byrne, An Post; Susan Creedon, PWC


Louise Moran, KPMG; Gerry Drum, Independent Newspapers


Gerard O'Neill, Amárach Research; Amie Peters, An Post; Tom Trainor, Marketing Institute


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