Post on 22-Nov-2014
description
Driving international expansion
through search
Sri Sharma, Managing Director & Founder
@srisharma @netmediaplanet
Leading search and display specialist
driving a step change in performance
Best of Use Mobile Grand Prix Award Innovation in PPC Best of Use Mobile
Global success through local excellence
Global retail sales:
£9,500 billion
Global tourism:
£900 billion
Source: Canadean Global Retailing 2011, UNWTO World Tourism Barometer 2012
Opportunity for different reasons
Access to the internet
Growth in middle class
Purchasing moving online
Up 100% in BRICS
Up 47% in China
Up 65% in EU
Source: DRC & Monitor Group, eMarketer (2010 to 2015)
x5
Growth
France
x5
Growth
Singapore
x4
Growth
• Wide reaching
• Differentiated
proposition
• Drive incremental
international sales
• Grow brand awareness
• Build the international
expansion business case
Simplify your choice of
global advertising platforms
Google owns 89% of search and 97% of mobile search
Global Search Engine market share
Source: StatsCounter Global Stats (2012), Liveinternet.ru (2011),
Searchblogasia (2012), Enfodesk via chineseseoshifu (2012)
Facebook, VK and Qzone dominate international
social media advertising
Source: Vincos.it (Dec 2012)
Social map of the world
Display advertising choices internationally are
fragmented
Localizing your
marketing
The local customer
Understand the local customer
Who is the local customer? • 68% M, 72% F buy online
• 61% of shoppers are 18-30
What do they buy online?
• 1. Clothing/Accessories
• 2. Cosmetics
• 3. Consumer electronics
How do they start their
shopping journey?
• Search
• Personal recommendation
• Taobao
How do they search? • Combination of Chinese & English
• 12% buy on mobile
What customer experience is
important to them?
• Demonstration of etailer credibility
• Flexible payment methods, eg COD
• Flexible delivery options
Source: e-strategyblog, McKinsey, Nielson, Macquarie Research
Understand the competition
• Identify primary competitors by product category
• Analyse competitor differentiators
• Analyse the competitor customer profile
Identify primary competitors by product
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Flights to UK - Top 10
Advertisers (AU market)
Identify primary competitors by product
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Ladies Fashion Top 10
Advertisers (UK market)
Identify primary competitors by product
category
Source: Mercury technology platform (Net Media Planet)
Market Saturation - Ladies Fashion
(Internationally)
Understand the competition
• Identify primary competitors by product category
• Analyse competitor differentiators
• Analyse the competitor customer profile
Analyse competitor differentiators
Source: Skuuudle.com
Compare your pricing to competitors by product
Analyse competitor differentiators Analyse messaging that your competitors use
Source: Mercury technology platform (Net Media Planet)
Free Delivery
lead
Promotion lead
Understand the competition
• Identify primary competitors by product category
• Analyse competitor differentiators
• Analyse the competitor customer profile
Analyse the competitor customer profile
Source: Facebook, Wisdom Network
Analyse the competitor customer profile
Source: Facebook, Wisdom Network
How people search
“Chain reaction cycles” “CRC”
True local events
“Look like royalty this Jubilee” “Look great this season”
Conversion rate
increased 3x
On-site localisation increases conversion rate
Source: Net Media Planet clients
Conversion
Rate
Indexed
(100%)
English language
site in £
Local language
bridge page with
English site
Localised site
& currency
1.0 1.2x 1.7x
Driving incremental
international sales
Range + Local delivery Brand
Customer
Results in 6 months
• International +14% of all revenue
• International AOV x3.2 UK
86%
14%
• Phase based
budgeting
• Channels: PPC,
Display,
Remarketing
Awareness
building
Maximise direct
response
Insight based
actions
• Channels: PPC,
Remarketing,
Display (RTB)
• Site localisation
• Additional
resourcing
Build the international
expansion business case
Non-branded Paid Search
strategy
Brand awareness grew through Paid Search
Search and Shopping
x5
Growth
Top 5 Takeaways
• Take an incremental approach
• Understand the local customer
• Differentiate from the competition
• Develop insights to improve localisation
• Call on experts to support your strategy
Leading search and display specialist
driving a step change in performance
Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Mobile