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SME World Tour - Field Report from Outside of the UK & USA …

SME World Tour - Field Report from Outside of the UK & USA
Faisal Laljee, Global Head of SME Advertising Products, Telefonica Digital

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  • 1. SME World Tour By Faisal Laljee 1
  • 2. Digital Ad Spend in Europe and Western Europe will approach $50B by 2016 with Mobile Ad Spending close to $7B eMarketer Global Media Intelligence Report 2012 2
  • 3. Smartphone penetration is set to grow 150% by 2016 in these markets eMarketer Global Media Intelligence Report 2012 3
  • 4. More than half the population in Latin America and Western Europe will be on Facebook by 2017 Facebook User Growth 21.7 20.9 19.7 18.2 16.3 14.2 22 25.6 12.8 41.9 89.4 81.4 97.3 103.9 69 46.5 24.9 25.9 20 23.6 26.9 22.1 28.3 29.9 31.4 32.2 33 33.6 16.4 18.3 20 21.3 22.6 23.8 28.1 16.7 47.2 35.7 29.2 12.3 57.1 52.5 4 Argentina Mexico Brazil Germany UK Spain
  • 5. Search occupies 46% of the digital advertising market Rich Media Sponsorship Email Lead Gen Video Search Mobile Classifieds These are US numbers but a good proxy for rest of the world Display IAB internet advertising revenue report – April 2013 5
  • 6. A Digital SME Product strategy for LOCAL needs to consider the above growth trends in Mobile, Search and Facebook Search Faceboo k Mobile Digital Strate gy for SME 6
  • 7. These solutions should connect SME businesses with their customers across all platforms and devices 7
  • 8. And give SMEs an easy solution to navigate across an increasingly fragmented marketplace 8
  • 9. Customer Segment 9
  • 10. Tailored Products
  • 11. Channel Alignment
  • 12. Market • • • • SME Attitudes • Protectionist • General lack of trust Need a local partner • to navigate • Yet to mature Different continent mainly due to language Yet to mature Innovative and collaborative • No money but willing to try for free Willing to pay for the right product Lots of players overwhelming them • Closer to the US than rest of Latin America and parts of Europe • • • Influenced by the US Very open but prefer business in Spanish Sales • Relationship based and F2F • Referral and Relationship based • Still relationshipbased but not as much Product • Simple product focused on value No frills • Room for some value-added features and “cool” factor • Very familiar with complex products •
  • 13. Overcome the cultural differences
  • 14. @faljee faljee@gmail.com