Avril Power

Went to the lead gen conference at Meta Dublin yesterday. This talk was really good on the different tracking methodologies & pros/cons. We primarily operate off last click attribution (lead gen industry / finance sector) as that’s the easiest way for us to get day to day performance led decisions. However I’m very aware that it’s not the most efficient for clients who are spending significant amounts on multiple channels. Exciting to see where we’ll be in the next 1-2 years with all the new technologies becoming available.

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Interested in the world of online advertising? I interviewed Claire Kelly, the Head of Creative Partnerships for Google in New York , as part of our Marketing Masterclasses series hosted in partnership with Trinity College Dublin. Did you know Youtube is the second most visited website globally after Google? I loved chatting with Claire about the creator economy, the opportunity for brands and the playbook that Claire and the team came up with to help advertisers succeed in the Youtube space based on a study of 11,000 ads (I’ve copied the article on the ABCD’s in the comments section). I recently read Mr. Beast’s content playbook which aligned to the ABCD’s and summarized things quite nicely: “The longer people watch, the better a video will do. Hook people at the start of the video, transition them to an amazing story that they are invested in, have no dull moments, and then have a satisfying payoff at the end of the video.” Easier said than done. But the point is the rules of social video are different and there is a way to play to unlock value on these platforms. With over 2.5bn monthly users on Youtube, if you are in the brand space, it’s probably worth thinking quite deeply about 🤔 Thanks for the fab chat Claire. Full episode copied below: https://lnkd.in/d8xvNAtu DUBES - Dublin University Business and Economics Society Engage Video Group

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As I am preparing to move into my new home. I’d like to share how I bought my Samsung QLED TV. As marketers, we are more than familiar with the decision making process or buyer journey. The process of buying the Samsung TV helped me learn a lot: 1️⃣ No Irish retailer was visible for searches related to ‘QLED vs OLED’ or the differences between pixels. Instead, these search results were full of US and UK Media Publications. This trend is very popular among many niches where Irish retailers are totally invisible during the research phase of making a purchase. Personally, I think it is a missed opportunity to develop a deeper relationship with the future consumer. 2️⃣ Google Shopping was the most powerful tool while doing my research. 36% of all product searches start on Google. Shopping Ads also generate 85% of all clicks on Google Shopping campaigns. On Google Shopping, I could see the review score for each product. Once I clicked on a product, I could see the price comparison between retailers. Using Google Shopping reduced the amount of time I spent on choosing a TV. I could use the filters in Google Shopping to find a TV suitable to my criteria and budget. Google Shopping is a powerful tool for retailers because you are visible during the decision making process. It can also drive sales as I’ve sold a watch worth over €2,000 through Google Shopping. 3️⃣ Whoever designed the Samsung landing page for the 65” Q80C QLED TV needs a raise. If I was able to buy the TV on the Samsung website, I would’ve handed over my credit card straight away. From a marketing perspective, the landing page for the TV only had to confirm my choice. This page did much more as I cannot wait to watch some of my favourite movies on the new TV. The behind the scenes of this buyers journey showed the power of an outstanding landing page on my decision. If the landing page was disappointing, I would have gone back to the drawing board. Have you had a similar experience or what would you add from a user's perspective? #SEO #SEOStrategy

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Episode 125 of Inside Marketing lands this morning and we are talking about marketing for SME's, who are critical to Irelands economic success. SME's serves as a source of entrepreneur skills, innovation and employment and this week we uncover the nuance between marketing to SME's and marketing for large enterprises. We are delighted to be joined by the multi-talented Gerard Tannam owner and brand builder at Islandbridge Brand Development. Gerard brings his worldly view and great insights to an area that attracted him to the SME world... “And one of the reasons I've always been attracted to small businesses is that typically you're talking to the people who have often set up the business, or if it's a family business, maybe their mom or dad. And they can make decisions and also they're really invested in their business. It's not, they don't see it as a career. They see it as something that's very important to them". Gerard also looks at the foundations of building a great brand for SME's "So when I say my focus on brand is very narrow, it's laser focused on that relationship because you have three elements to a brand. You have the person buying, the person selling, and the relationship between them. And if you're clear in your own mind and in the customer's mind about how that relationship works, you're well on the way to beginning to build a great brand” Click on the article below which appears in todays The Irish Times for more pearls of wisdom and also listen to this weeks episode of Inside Marketing wherever you get your podcasts. Thanks as always to all our teams Dave Winterlich Dave Hendrick Ciara McKeown Andrea Traversa dentsu Irish Times Media Solutions Follow Inside Marketing to Get Inside Marketing #podcastmarketing

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💡 Thoughts on AI in Web Design 💡 AI is transforming responsive web design, enabling sites that adapt seamlessly to any device for an optimal user experience. Working with AI solutions, I’ve seen how this adaptability not only improves usability but boosts engagement, retention, and search rankings. Top SEO Ireland’s insights show that AI in web design isn’t just about visuals—it’s about creating a performance-driven experience aligned with user needs. Embracing these innovations is essential to staying competitive in today’s digital landscape. How is your organisation using AI to enhance customer experience? #AI #WebDesign #UserExperience #DigitalTransformation #TopSEO #ResponsiveDesign #topseoireland #SearchOptimization #Innovation

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Hey, Andrew here from Social For Good Ireland. Thoughts on my website please? 😁 - https://socialforgood.ie/ Here is a #GA4 Halloween Tip! Many charities & nonprofits rely on GA4 default key event counting method, once per event when tracking non-transactional conversions like newsletter signups, form submissions or downloads. The setting often inflates your conversion counts, giving you misleading data. GA4 offers two options for counting key events. 1. Once per event: This fires every time the event occurs and is good for tracking purchase or donations. 2. Once per session: This fires only once during a session and is better for actions that typically occur just once per visit, like form submission. The problem with "once per event" is if you are tracking conversions that should happen "once per session", like signups and your using "once per event", GA4 can count multiple conversions from the same user in one session. Instead, use "once per session" for most non-transactional conversions, this method will give a more realistic view of user behaviour. #charities #nonprofits #digitalfundraising #PaidMedia

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Really enjoyed teaching the Charities Institute Ireland digital module, we discussed Google Analytics 4, Meta Ads and lots more.... 👍 😁 1. What Facebook ad campaign goal will you select? Less budget is required to make an impact with top of funnel objectives than with bottom funnel objectives 2. How long are you going to run the digital fundraising campmaign for? Consider your ad spend, have you advertised before, will you give your ads time to learn etc.. 3. What is your primary KPI? 4. Do you have a realistic budget? 5. Don't over complicate your Facebook ad campaign, keep it simple. 6. Do you need to set up Facebook Conversion API? Meanwhile, did you know Facebook is testing a new control that allows businesses / charities to turn off the comments on their Facebook and Instagram ads? 🤔 https://lnkd.in/ek457SfV #DigitalFundriaising #SocialFundraising #PaidAds #MetaAds

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Do you struggle to keep up with the fast-paced world of social media? 📱💨 New features, trends, high-converting ads, and new platforms— it never stops! 🚀 I’m excited to announce the launch of #TheSocialInsight in Adam Baker and Bord Bia - The Irish Food Board. Each month, we'll host a live webinar to cover the latest in social media. 📊✨ Join us monthly for a comprehensive overview on maximizing your organic and paid social media efforts. 💡📈 Stay tuned for the first webinar date in July! 🗓️ #webinar #trending #content #education #paidads #organic #socialmedia 🌟

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Yesterday, I came to London to attended the Social Media: Building Communities & The Future of AI event, where I had the chance to learn more on the role of AI in social media community building and content planning. 📝 It’s extremely insightful to travel outside of Ireland and see what’s happening over here, both from an educational point of view and to see how we can bring this back and implement for clients at PING Media Management . One key takeaway was how AI is not only transforming the way we connect online but also enhancing the personalisation and scalability of community engagement, cutting down monotonous task times 💡 Integrating AI into our clients is something social media strategies is something I’m regularly working on, so this has really give some eye-opening perspective. 🚀

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AI will supercharge your Distinctive Brand Assets. This is why: I've written a fair bit about why and how we successfully used distinctive brand assets when I worked in The National Lottery. At the time, 72% of adults in Ireland could spontaneously name our brand when they saw picture of waterslides. We had built a big creative idea, which we then rigorously and consistently applied these assets, over and over. It took work, and discipline to continuously apply these - but it paid off. Now, AI is about to transform how brands scale distinctive brand assets. The talented team behind the Lottery's waterslide idea created this digital billboard as a proof of what is possible right now. Completely from AI. Took them just hours. Not weeks. Here's what's changing: - 𝗦𝗽𝗲𝗲𝗱 𝗮𝗻𝗱 s𝗰𝗮𝗹𝗲: Creating variations of your distinctive asset for different channels took weeks. Now: AI can generate these in hours while maintaining brand consistency. - 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Testing new applications of your distinctive assets was expensive and time-consuming. Now: AI lets you rapidly prototype new ideas while staying true to your brand codes. - 𝗦𝗽𝗲𝗻𝗱 𝗺𝗼𝗿𝗲 𝘁𝗶𝗺𝗲 𝗼𝗻 𝗯𝗶𝗴 𝗶𝗱𝗲𝗮𝘀: Teams spent countless hours on repetitive asset creation. Now: AI handles the heavy lifting, allowing creatives to focus on big ideas and complex work. If you have strong distinctive assets - use AI. If you don't, start building your distinctive assets first. Then use AI to make them work harder. #BrandStrategy #AI #Marketing #Innovation #CreativeStrategy

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"Irish sensibility prevents us from properly selling ourselves". I had the privilege of attending a live recording of the On Strategy Showcase at the iconic Guinness Storehouse. My key takeaways from the panel below. 1. Irish people get culture, we know how to make things happen and we're empathetic to other cultures. We're a nation of storytellers but we haven't been telling enough stories recently because we're too focused on tactical work and short-termism. 2. From a strategic point of view, we can compete with the best in the world. What we need is audacious ambition and a bit of courage. You can fake confidence, but you can't fake courage. 3. Marketing is an investment, not a cost and the dial is shifting (albeit slowly). We're the people who bring the voice of the consumer into the boardroom so we need to fight for our ideas.

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The Irish are renowned for their storytelling. Cillian Murphy recently described this as the catalyst for the array of acting talent coming out of Ireland at the moment. Our ad creative strategies leverage this. We are driven by a commitment to create not only visually stunning but also deeply engaging campaigns that resonate with audiences and drive action. Here’s how we transform standard ads into extraordinary stories. 1. Emphasis on Visual Storytelling Rich Media Integration: We use high-quality images, engaging videos, and interactive elements that tell a story beyond words. This approach not only captures attention but also enhances the emotional impact, making the ad memorable. 2. Data-Driven Creativity Leveraging Consumer Insights: Each creative is crafted based on deep consumer insights gathered from data analytics. We understand what motivates our audience, what their preferences are, and how they behave online, allowing us to design ads that truly speak to them. A/B Testing for Optimization: We constantly test different creative elements—from images and headlines to call-to-action buttons—to determine what works best for each campaign. This relentless pursuit of optimization ensures that our creatives are not only innovative but also effective. 3. Psychological Triggers Scarcity and Urgency: Creatives are designed to make promotions feel urgent and exclusive. Limited-time offers or limited-quantity products are highlighted to encourage immediate responses from the audience. 4. Cross-Channel Consistency Our campaigns are coherent across all platforms, from social media to digital banners to email, ensuring that our messaging reinforces the brand’s narrative wherever our audience encounters it. We ensure that our creatives are optimized for every device and platform, delivering a seamless user experience.

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🎥 Stop Selling, Start Storytelling The Power of Video Marketing in 2025 🚀 💡 Hiya LinkedIn, here’s a thought: What if your audience wanted to watch your marketing content? What if it didn’t feel like advertising but like a story they couldn’t stop watching?  That’s the power of story-driven video content.  Why Storytelling Works in Video Marketing: 1️⃣ Emotion Drives Decisions– People remember how you made them feel. A well-told story connects on a human level and makes your brand unforgettable.  2️⃣ Trust is Built Through Authenticity– A behind-the-scenes look at your team or process shows your audience the real you.  3️⃣ Stories Simplify Complexity – No matter how technical your industry, storytelling can break it down into something relatable.  4️⃣ Stand Out in the Scroll – With *billions of posts competing for attention, a story grabs viewers and keeps them watching.  A Story-Driven Video Is Like Your Brand’s Elevator Pitch. You’ve got seconds to capture attention. Why waste it listing facts and figures? Instead, show:   - Who you are.   - Why you do what you do.   - How you make a difference.  💡 Pro Tip for Marketing Teams: Even in UCD’s marketing courses, experts emphasise that story-driven content outperforms photos and text. Why? Because stories aren’t just about selling—they’re about connecting. 🎯 Imagine This: Your next video doesn’t just promote your service—it cements your business in people’s minds like marketing glue. Your story makes your brand the one they think of first when they need what you offer. Story-driven content is the ultimate “show and tell” that leaves a lasting impression. 👉 Let us help you tell your story. Visit https://lnkd.in/gRYgNmnt and check out the work we have done so far. Start your journey to better video marketing. ✨ Let’s make your brand the one people want to watch and remember. #StoryDrivenContent #VideoMarketing #BusinessGrowth #MarketingStrategy #BrandStorytelling #LittleCloudProductions

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It’s happening – Amazon is launching in Ireland! 🇮🇪 We knew this was on the cards, but it's finally here. What’s great about this? It’s another English-language marketplace to help brands expand their reach in Europe. And with Ireland’s e-commerce market set to hit £4.5 billion by 2025, there’s certainly opportunity for brand growth. 🎉 You’ll see the option to review Amazon.ie in your Seller Central account over the next few days. If you're already selling in Europe, it should be a smooth move – but it’s worth taking some time now to get everything ready to make the most of the launch. Need a hand making it happen? Drop me a message – we’ve got you. #amazonie #amazoneu #brandstrategy

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Take this 60 second quiz to discover your PR persona and download our free media kit today 🙌🏻

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Renaming a business requires a methodical, strategic approach. Your business name is a cornerstone of your brand identity, shaping perceptions among customers, partners, and employees. Changing it is a significant decision. For CorkBIC, a name change was a pivotal step as they expanded beyond Cork. Building upon their established reputation, we embarked on a journey to craft a new name and brand that would encompass their legacy while resonating with entrepreneurs across regions. Through two intensive workshops, we delved into the essence of CorkBIC, uncovering its core values and aspirations. By defining the brand's purpose, mission, vision, and values upfront, we ensured that any naming options would seamlessly align with the overarching brand strategy. Enter AxisBIC – a name that embodies both inspiration and security for entrepreneurs. In the context of AxisBIC, the interplay between "Axis" and "Access" is fundamental to its mission and identity. AxisBIC serves as the central axis that connects entrepreneurs with the essential tools, guidance, and networks they need to thrive in their business journey. The focal point of the logo is a stylised arrow or trajectory, which ascends in an upward direction. This upward movement symbolises growth, advancement, and the journey towards success. We are grateful to Fionnuala Wall and Larry O'Donoghue and all the team for the wonderful experience we had working with them and we wish them all the best. #rebrand #branding #brandidentity #newname Si Murphy

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