Canadian Search Landscape | NVI (July 6th 2008)
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Transcript of Canadian Search Landscape | NVI (July 6th 2008)
INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
QUEBEC SEARCH ENGINE
LANDSCAPE
AGENDA
> QUEBEC DEMOGRAPHICS> QUEBEC FRENCH AUDIENCE> GOOGLE.CA> SYMPATICO.MSN.CA> QC.YAHOO.COM> TOILE DU QUÉBEC / CANOEKLIX> NETWORLDMEDIA> PAGESJAUNES.CA> QUEBEC MARKET DISTRIBUTION> QUEBEC AND SOCIAL MEDIA> HOW TO MARKET PROPERLY IN QUEBEC
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
QUEBEC DEMOGRAPHICS
> 80% of Quebec Internet users are online every day
> 55% (+15%) made purchases online over the past
semester.
> Numbers would be higher if debit payment was widely
accepted
> Quebec users trust their banks, not 3rd party websites!
> 4 million active users
> 70% French / 30% English
> Montreal is a bilingual market: 60% French, 40% English
> Any other city or region besides Montreal = 90% + French
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
QUEBEC FRENCH AUDIENCE
> Quebec Search landscape is more experienced than France:
~ 8% searches are 1 keyword vs ~30% in France
~45% searches are 2 keywords vs ~22% in France
~35% searches are 3 keywords vs ~29% in France
~12% searches are 4+ keywords
~12% users are not satisfied by the search results
displayed
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Data is gathered and normalized from multiple sources, including: ComScore Networks, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web », and great discussions with peers on the French markets in Quebec and France.
> Educated guess monthly searches: ~79% with 125–150 million searches
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Major Strengths Major Weaknesses
Quebec and France sites are well divided
More likely to get spammed
Easiest to setup / most traffic
Content network quality is below average
Best ratio between time spent / ROI
Confusion of Google.ca and Google.com in English
SYMPATICO.MSN.CA
> Our estimate on monthly searches: ~8-10% with 10–12 million searches
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Major Strengths Major Weaknesses
Traffic quality Relevance is sometimes inaccurate
Not a lot of advertisers (lower CPC!)
Time consuming platform and not a lot of traffic
Partnership with Sympatico helps (future of it with Teachers?)
Considered more as an information portal than a search engine
QC.YAHOO.COM
> Our estimate on monthly searches: ~4-5% with 6-8 million searches
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
STRENGTHS WEAKNESSES
Best traffic quality / ROI Small (for some verticals?) French content network
Great Quebec French portal
Generates lower traffic volume than Google/MSN
Great Canadian account managers network
TOILE DU QUÉBEC / CANOEKLIX
> Our estimate on monthly searches: ~2-3% with 3-5 million searches
> CanoeKlix has an important ad display network
with several million impressions
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Major Strengths Major Weaknesses
Great paid regional directory
Unconventional payperclick platform
Unsavvy Internet users No recurring billing
Loyal userbase (oldest Québec engine)
NETWORLDMEDIA
> Our estimate on monthly searches: Networldmedia is an important ad display network with several million impressions that can reach all Quebec users
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Major Strengths Major Weaknesses
Great behavioral targeting Low ROI on B2B
Great B2C market Not a search engine
More than 1 500 clients
PAGESJAUNES.CA
> Our estimate on monthly searches: ~3-4% with 3-5 million searches
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
Major Strengths Major Weaknesses
Contains all Quebec businesses
Expensive cost per click
Great for brand awareness
No relation between traffic and price for categories
A major player in Quebec Not good for all verticals
QUEBEC MARKET DISTRIBUTION
> Major properties and verticals owned by 3 actors: PowerCorp, Transcontinental, Quebecor
> Top 3 actors strategy is mainly based on vertical acquisitions
> Because of their size, the turnaround is much slower
> This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!)
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
QUEBEC AND SOCIAL MEDIA
> Quebec users are the most active in Canada (37%)
> Youth in Quebec are more prone to use rich media
than other provinces (50%)
> 2 of the top 30 users on Digg are from Quebec
> Quebec’s culture encourage the usage and understanding of many non-English social
platforms
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
HOW TO MARKET PROPERLY IN QUEBEC
> Include francophone's while building your strategy
> Make a bilingual version of your website and optimize it
> Leverage social media tactics with marketing tools coming to maturity (Facebook Apps, Online PR
through blogs, Reputation management, Brand Watch, etc.)
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
THANKS / MERCI !
> EMAIL [email protected]
> NVI SITE NVISOLUTIONS.COM
> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
> NVI BLOG (FR) GO-REFERENCEMENT.ORG
INTERACTIVE STRATEGY– NVISOLUTIONS.COM