Driving international business through paid search marketing 051011
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Find out how your can take your business into new international markets using paid search marketing.
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Driving international business through paid search marketing 051011
- 1. Using Paid Search to build your international business Sri Sharma, Managing Director October 2011
- 2. Net Media Planet The PPC People Award-winning paid search agency helping ambitious clients maximise the potential of their online marketing
- 3. A sample of our clients We have a wide portfolio of clients across multiple industries and geographies
- 4. 4 “UK disposable income drops 7.9% year on year”Source: Asda Income Tracker (September 2011) “UK Economy slowed to 0.2% growth”Source: ONS, GDP (Q2 2011) “UK economy represents 2.98% of the World economy”Source: EconomyWatch (2010)
- 5. Ecommerce Sales in Western Europe are rising faster than in the UK 5 B2C Ecommerce Sales in Western Europe* Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions
- 6. Customer Competitors Regulatory & compliance Operations International expansion challenges x no. of Markets
- 7. Drive incremental international revenue Build the international expansion business case
- 8. Simplify your choice of global advertising platforms
- 9. Google own 90% of the search market globally Global Search Engine market share Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia
- 10. Google own 98% of the mobile search market globally Global Mobile Search Engine market share Source: StatsCounter Global Stats (July 2010) via Econsultancy,
- 11. Facebook dominates the global social network market Social map of the world Source: Vincos.it (June 2011)
- 13. On-site localisation improves conversion rate 13 Conversion Rate Indexed 1.0 1.2x 1.7x English language site in £ Local language bridge page with English site Localised site & currency Source: Net Media Planet clients
- 15. 15 + 25% CR “Autumn collection out now” “Fall collection out now” Message localisation Even across English speaking countries Source: Net Media Planet (Retail)
- 16. Localisation in Germany Keyword Rich Germanic vocabulary - ensure the long tail is covered Messaging German culture of quality - descriptive messaging encourages trust German culture of planning - promotions messaging scheduling On-site German culture of quality - rich descriptive content encourages trust Concerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery
- 18. Source: Net Media Planet (Retail Client)
- 19. Successful strategy Targeting Expats
- 20. Results... Non UK revenue grew from 2% to 6% in 2 years Business case proven to launch German brand and website
- 21. Build the international expansion business case
- 22. P&O Ferries DE Objectives in 2005: Gain strategic insights Expand brand awareness Improve direct response
- 23. Non-branded Paid Search strategy
- 24. Brand awareness grew through Paid Search Brand impressions over time Brand impressions Years
- 25. Top 3 Takeaways... Take an incremental approach Localise your marketing Call on experts to support your strategy
- 26. Thank you Contact: sri@netmediaplanet.com 0203 008 8321 Twitter: @netmediaplanet @srisharma Blog: netmediaplanet.com/blog What topic would you like covered at the next seminar?
Notas do Editor
- Take an incremental approach – learn from one market and applylearnings elsewhere, perhaps expand into culturally similar markets firstLocalise eg don’t translate messagingCall on experts – those that help you with local market understanding, expertise in given marketing areas