Oban is a leading multilingual search agency that has been operating globally since 2002. It provides a variety of digital marketing services, including multilingual SEO, international PPC, global mobile marketing, and cultural customer relationship optimization. Oban takes a localized approach to marketing, developing unique strategies for each individual market based on local linguistic nuances, consumer attitudes, and insights from its local teams. It emphasizes creating authentic content that answers users' questions and provides the information they want. Oban also recommends adapting to changes in digital marketing by focusing on personalized experiences and influencer marketing over intrusive ads. It tracks marketing performance using Google Universal Analytics and other tools to segment audiences and measure micro-conversions.
2. In this proposal
Background into Oban Multilingual
Changes in digital marketing
Inbound marketing activities
Measuring performance
3. Oban was recommended to us as the ‘go to’ agency for multilingual SEO
consultancy. Throughout our working relationship we were more than
delighted with their localised insights and technical know-how. Working
with Oban proved to be invaluable and I would highly recommend working
with them if you want to improve your international presence in online
markets.
Gian Caprini
EMEA SEO and Social Product Marketing
Manager at Microsoft AMP, MSN
4. Having access to multilingual SEO knowledge and Oban’s localisation
techniques now means we can deliver a consistent brand message across
our diverse marketplaces, one that appeals to our target customer in the
right way.
Jack Lockyer
Chapman Freeborn
Digital Marketing Manager
5. Oban offers great local insights which maintain and spearhead a global
strategy. Over the course of the last year they have not only reduced costs
but also significantly improved performance across all our markets.
Loral Quinn
Head of Digital Marketing
Aberdeen Asset Management
7. About Oban
7
Established in 2002, we’re now one of the market leading multilingual search agencies
We operate globally in more than 30 markets optimising our clients campaigns to markets and people
– not just languages
We are anti-translation and anti-replication – because one size does not fit all.
We’re growing in size, client base and services.
8. Services
8
Drive organic traffic globally.
Ethical, creative SEO in almost
any language or on any search
engine
Multilingual
SEO
Oban delivers international PPC
in-market anywhere in the world.
International
PPC
We work every day to improve
the natural search and paid
search visibility of international
mobile sites.
Global Mobile
When cultural factors affect how
people behave online, we make
it our business to harness that
knowledge for yours.
Cultural
CRO
Amplify overseas sales and
reach into new online markets
through the power of Oban
market research.
Global Research
Empower your staff. Oban are
the official training supplier for
Econsultancy’s multilingual
search courses. We can also
transfer our expert skills directly
through our tailored workshops.
Web
Training
Deliver the ultimate localised
social media experience in any
part of the world.
Global Social
Media
Expertly crafted multilingual
content marketing to support a
wider international search
strategy.
Multilingual
Content
9. Local search, globally
• Localised linguistics vs. translation creates authenticity
and trust
• We believe strongly in creating strategies per market
• Our local teams understand the market nuances, local
search linguistics, and local consumer attitudes in a wide
range of sectors
• Local insight direct from the markets – centralised
strategy and account management.
9
10. Proud to be working with
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Clients trust us to deliver better digital campaigns globally. We work wherever business needs to be.
Go online to read more of our success stories to discover how we use local insights to get results in-
market. These are just some of the brilliant brands and businesses we work with.
12. Digital marketing changes
12
We love the products we market
We believe in our USPs
But we are in a competitive landscape
Digital marketing values closer to older days:
Personalised experience
Easily offended by intrusive marketing
Voice their opinion in social media
14. Customer led marketing
14
Your most valuable customers are those who buy sell the most
No longer:
Hey, thanks for addressing my concern, Company X
Instead:
EVERYONE! Company X, so great you all should buy from them
19. Get found
19
Blogging who buy sell the most
• Clear content production strategy
• Outreach strategy
Social media
• First point of call to reach your audience
SEO
• Link building
• Outreach
• Build relationships
Be local
24. SEO – All about
Hummingbird
24
It’s an algorithm update
Better “Conversational
Search”
Meaning rather than
keywords
User intent versus
individual search terms
25. Hummingbird –
takeaways
25
Who is searching
Where they’re searching from
When the search is happening
What is the search being
conducted on
How he search query is formed
33. Conclusion
33
Inbound is a company culture
Think “multicultural” not just “multilingual”
Focus on content that users want to read and share culture-sensitive localisation instead of
automatic translation
Hummingbird goes hand in hand with inbound
Set clear KPI’s and measure
Track users not visits
34. Mohammed Heidari Far
Search Director
+44 (0)1273 704434
www.obanmultilingual.com
MoHeidarifar@obanmultilingual.com
@Mo_Far