E-Commerce & Smart Logistics: Building The Right Digital Foundation

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016
E-Commerce & Smart
Logistics: Building The
Right Digital Foundation

Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA

What does the international
online environment look like,
Globally, and in the Americas?
QUESTION

Global Digital Snapshot: Key Indicators
• +3.4 Billion active users online
• +2 Billion active social media profiles
• +3.7 Billion unique mobile users
• +1.9 Billion active social media profiles
accessing via mobile device
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Global Digital Snapshot: Year on Year Growth
• +10% users online (+332 million)
• +10% social media adoption (+219 million)
• +4% growth in unique mobile users (+141
million)
• +17% growth in active social media profiles
with access via mobile device (+283 million)

Digital Snapshot: The Americas
• 665 million users online (997
million in region / 67%
penetration)
• 511 million active social media
profiles
• 1.072 billion unique mobile users
• 437 million active social media
profiles accessing via mobile
device

Fast Facts: The Americas
• 14% of the population, 19% of internet users,
22% of active social media accounts, and 15%
of the mobile connections
• Internet Use: 88% North America, 44% Central
America, 60% South America
• Social Media: 59% North America, 40% Central
• Mobile Connections: 104% North America, 88%
Central America, 121% South America
• Social / Mobile: 52% North America, 35% Central
• Broadband Access: 92% North America, 37%
Central America, 73% South America

E-Commerce Usage Habits
Purchase Behavior Online
• 66% of the United States population has purchased something
online via desktop or laptop (4th across all countries surveyed)
• Notable Countries: 77% in United Kingdom, 60% in Canada,
46% in Russia, and 44% in China
Mobile E-Commerce Purchase Behavior
• Notable Countries: 43% in South Korea, 34% in China, 27% in
the UK and Spain
• The US ranked 10th at 26%

Adoption & Usage Metrics in Key Markets
• Argentina: 80% internet penetration, 62% have active social media accounts, 141% with
mobile connections; 48% use social via mobile
– Top Social Media Profiles: Facebook, WhatsApp, Google+, and Twitter
– E-commerce: 71% used PC for research & 50% purchased / 24% purchased via mobile device (in
a 30 day timeframe)
• Brazil: 58% internet penetration, 49% have active social media accounts, 128% with
• Top Social Media Profiles: Facebook, WhatsApp, Google+, Instagram, and Skype
• E-commerce: 52% used PC for research & 41% purchased / 21% purchased via mobile device (in
a 30 day timeframe)
• Mexico: 47% internet penetration, 47% have active social media accounts, 81% with
• Top Social Media Profiles: Facebook, WhatsApp, Twitter, and Google+
• E-commerce: 40% used PC for research & 28% purchased / 16% purchased via mobile device (in
a 30 day timeframe)

Search Behavior and Growth in Mobile Device Adoption
According to official Google statements, more than 50 percent of search
queries globally now come from mobile devices.
Source: Search Engine Land http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
Share of online searches (US) initiated on a mobile device, by industry

Top Goals for Digital Marketing
Source: Search Engine Land https://www.cmocouncil.org/download-center.php?id=310
According to a report
released earlier this year,
marketers’ top priorities are
a customer-centric focus (79
percent) and brand
management (70 percent).
23 percent admitted that their marketing and commerce
processes were not working well together, and they are
“struggling to connect all of the dots.”

What factors impact e-
commerce in today’s online
environment?
QUESTION

Google Search Dominance?
Source: Google http://returnonnow.com/internet-marketing-resources/2015-search-engine-market-share-by-country/

What’s About Google Search?
• Algorithm updates
• Huge penalties for spammers
• Better content and marketing
practices
• Trust

Domain Architecture
Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2
Need Separate Websites?
Marketing in North America,
South America, Europe,
Africa, or Australia?
• Not Essential
Marketing in Asia (especially
Russia, China, or South
Korea)?
• Should Be Considered

Mobile Integration
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

Mobile Integration
Source: Google https://www.google.com/webmasters/tools/mobile-friendly/

Mobile Campaign Tactics
Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp

Language Mapping
Source: http://www.komarketingassociates.com/blog/seo-strategies-for-multilingual-web-content/
• Keep the content for each language on separate web addresses / don’t mix languages on
the web page.
• Avoid side-by-side language translations.
• Consider cross-linking each language version of a page.
• Don’t use cookies to show translated versions of the page and avoid automatic redirection
based on the user’s perceived language.
• Use robots.txt to block search engines from crawling automatically translated pages on your
site.
• If content is duplicate or very similar across regional web pages – such as English variation
content on a German website – utilize the rel-canonical tag to alert Google to the preferred
destination.

Social Media Strategy Performance
Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp

Social Media Channels Being Used
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

What About “Content Marketing”?
Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Content Marketing Tactical Usage (North America)
Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Additional Resources:
• We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide
– http://www.slideshare.net/wearesocialsg
– https://twitter.com/wearesocial
• Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends
– https://www.salesforce.com/form/pdf/2016-state-of-marketing.jsp?d=70130000002DzW
– https://twitter.com/salesforce
• Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.
– https://support.google.com/webmasters/topic/6001981
– https://twitter.com/googlewmc
• KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing

Who should I trust???
QUESTION

10 Questions To Consider:
• Does the vendor ask questions about your business?
• How does the vendor explain their process?
• What benchmarks does the vendor recommend for measuring
performance?
• Does the vendor have demonstrable client achievements?
• Will (CAN) the vendor provide references applicable to your business?
• What members of the vendor’s team will you actually work with?
• How does the vendor manage client projects?
• How does the prospective vendor keep pace with industry innovation?
• How active is the company in the industry?
• What's the company's profile and / or company page look like on
LinkedIn?

– We are active participants in a range of industry organizations & affiliations
– We contribute to a range of leading publications and industry events

What KoMarketing Does

Who KoMarketing Works With

KoMarketing • @KoMarketing
Questions?

KoMarketing • @KoMarketing
Thank You!

E-Commerce & Smart Logistics: Building The Right Digital Foundation

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E-Commerce & Smart Logistics: Building The Right Digital Foundation

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