The Minister for European Affairs & Data Protection, Dara Murphy T.D. launched the inaugural Irish Exporters Association Digital Marketing Research, Insights & Trends Publication in partnership with VooDoo. Over 50 exporters and service providers attended the launch at the offices of William Fry.
VooDoo analysed the digital presence of a randomly selected group of 150 members of the Irish Exporters Association, 50 small, 50 mid-size businesses and 50 corporates. VooDoo established how effectively this segment is marketing their businesses online and highlighted key strategies available to improve their online presence and emphasised the importance of key digital marketing strategies for ambitious Irish exporters.
Speaking at the launch, Dara Murphy T.D., Minister for European Affairs & Data Protection commented: “For export-oriented businesses in Ireland looking to grow sales, it is vital to have a strong digital presence to attract and engage with customers overseas. This publication by the Irish Exporters Association is a highly valuable resource that will help businesses to develop a digital marketing strategy suited to their needs.”
Key Findings from report:
• 12% of websites serve content in more than one language
• 96% rely on an international (global) website controlled outside of Ireland
• 4% utilise the various mediums of content available to them
• Keeping content fresh proves to be difficult:
– 37% of sites have a blog or news section or both
– 36 days is the average age of the latest blog
– 31% of blog articles are older than 6 months
• 9% track website usage with an analytical tool
• Although 99% of websites use meta data, quality is an issue
• Only 26% use a call to action other than a contact form
• Updating social media is not a priority
– Twitter: 9% have zero tweets, 21% have 1-10 tweets and 11 days is the average age of the latest tweet
– LinkedIn: 32% of accounts have zero posts and 31 days is the average age of the latest post
– Facebook: 6% have zero posts and 13days is the average age of the latest post
Speaking at the event, Simon McKeever, Chief Executive, Irish Exporters Association, commented: “The Irish Exporters Association supports exporters at all stages of their export journey. Recognising that digital marketing is a core component of marketing strategy and not just something to be tagged on as an afterthought activity can require a cultural shift for many organisations. The ability to target and place your business in front of new and existing customers is endless, however, you must understand the basics. There is significant potential to collect data about the marketplace, adapt your digital marketing activity to suit your customers and even to attempt to predict their behaviours. Invariably this leads to improved business performance.”
Jamie Dowling, Managing Director of VooDoo commented: “Many successful Irish companies use the internet, not only to power the research and planning phase of their export projects, but also to support and manage their ecommerce businesses as their organisation grows and develops internationally. This report highlights how the sample of 150 randomly selected members of the Irish Exporters Association are using the internet to market and promote their businesses across the world.”
Click here for a copy of the publication
VooDoo has been leading the way in digital marketing since 2002. VooDoo hope that the findings of this report will encourage exporters to use the power of digital marketing to establish and increase their presence in the global marketplace.