Download - Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013

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

Clients

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=z-EM3wO-aE6pzM&tbnid=ipYO0mWis-BTBM:&ved=0CAUQjRw&url=http://www.topcashback.co.uk/evans_clothing/&ei=Z2OkUbK6NeqR0AWn4oCQBw&bvm=bv.47008514,d.d2k&psig=AFQjCNE2MqBNuh2dUs4v94f5dGlZJjj8lw&ust=1369814224762910

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)


category


Share of Voice - Ladies Fashion Top 10

Advertisers (UK market)


category


Market Saturation - Ladies Fashion

(Internationally)

Analyse competitor differentiators

Source: Skuuudle.com

Compare your pricing to competitors by product

Analyse competitor differentiators Analyse messaging that your competitors use


Free Delivery

lead

Promotion lead

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