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Same, same, but different - International Search Marketing
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Same, same, but different - International Search Marketing

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‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you …

‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success.

This presentation was one of the key speaker sessions at the International Trade Expo 2014.

Published in Marketing , Technology , Business
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  • 1. June 2014 John Sellwood @obansearch SAME SAME BUT DIFFERENT INTERNATIONAL SEARCH MARKETING
  • 2. About Oban Established in 2002, Oban are a leading multilingual search and conversion agency Purist in our approach to cultural marketing Operate in more than 30 markets, creating campaigns for markets and people – not just languages Anti-translation and anti-replication – one size does not fit all. Leading educators in international search & and conversion
  • 3. THE BIG SECRET YOU ALREADY KNOW IT
  • 4. CUSTOMER CENTERED CAMPAIGNS Your customer’s… Culture Linguistics Messaging Behaviours Right time, place, device Intent Motivations Options Competitors Alternatives Interests Products Social activity Sphere of relevance Minimising wastage Immediately Ongoing Local knowledge & insight
  • 5. ONE SIZE DOES NOT FIT ALL
  • 6. THE BIGGEST BARRIERS
  • 7. LANGUAGE IS ONLY PART OF THE ISSUE 0% 2% 4% 6% 8% 10% 12% 14% 16% Fear of losing your IP Lack of overseas operations Corruption Experience Finding suitable staff Taxation / tariffs Lack of knowledge Finance Languages Local compliance Source: International Trade Survey 2014
  • 8. ONLY IN BRITAIN…
  • 9. WHAT DOES IT MEAN IN PRACTICE? • KEYWORD STRATEGY • MESSAGING • CONTENT STRATEGY • PRODUCT SELECTION • CAMPAIGN / SPEND PRIORITISATION
  • 10. GO WHERE THE PEOPLE ARE Americas, Africa and West & Central Europe Google, Bing Middle East Google, Yahoo!, Rediff Eastern Europe Google, Yandex, Seznam, Rambler Asia Baidu , Naver, Daum, Yam, Yahoo! Japan, Sina, Sohu
  • 11. WHAT’S YOUR FAVOURITE POSITION? Google.com Google.cn Baidu
  • 12. SEO CONSIDERATIONS • HOW MUCH CONTENT IS REQUIRED • OPTIMISATION STRATEGY • LANGUAGE • LINK BUILDING?
  • 13. KEYWORDS • NOT DIRECTLY TRANSLATED • DRIVEN BY LOCAL INSIGHT • HYBRID LANGUAGE? • COLLOQUALISMS? • GREAT FOR UNDERSTANDING INTENT
  • 14. WHY LOCALISE? HYBRID LANGUAGE Phrase Volume Country Language Cheap flights 4,400 Italy English Cheap flight 880 Italy English Voli economici 33,100 Italy Italian Offerte voli 22,200 Italy Italian Compagnie low cost 14,800 Italy Italian
  • 15. WHY LOCALISE? ACRONYMS A R S E cronyms esult in urprising xceptions BYOD (almost everywhere) vs. AVEC (only in France) ‘Apportez votre équipement personnel de communication’
  • 16. WHY LOCALISE? ADOPTED LANGUAGE “Handy”
  • 17. AD-COPY & MESSAGING ARE YOU LACTATING?
  • 18. AD-COPY & MESSAGING SCHWEPPES TOILET WATER
  • 19. AD-COPY & MESSAGING BRING YOUR ANCESTORS BACK FROM THE DEAD
  • 20. AD-COPY & MESSAGING CUE – A FAMOUS FRENCH PORN MAG
  • 21. AD-COPY & MESSAGING Use locals, and their local knowledge to ensure your messaging is: • Linguistically fit for purpose • Relevant • Resonant
  • 22. LOW HANGING FRUIT • SEARCH IS GREAT FOR UNDERSTANDING CUSTOMER NEEDS • FOCUS ON AREAS THAT ARE ‘QUICK WINS’ • TAILOR MESSAGING AND CONTENT TO BEST MEET THE USER NEED
  • 23. LOW HANGING FRUIT
  • 24. LOW HANGING FRUIT
  • 25. LOW HANGING FRUIT
  • 26. TECHNICAL SEO STRATEGY – TOP 5 • DOMAIN STRATEGY • DUPLICATE CONTENT • LANGUAGE SETTINGS • .COM OUTRANKING LOCAL SITES • SITE SPEED
  • 27. TECHNICAL SEO STRATEGY DOMAIN STRATEGY example.com/fr vs. fr.example vs. example.fr Folder Subdomain ccTLD Inherited domain authority GEO Target Bonus Maintenance Cost Page Rank
  • 28. TECHNICAL SEO STRATEGY AVOIDING DUPLICATE CONTENT LANGUAGE TAGS & SETTINGS
  • 29. TECHNICAL SEO STRATEGY • GIVE SEARCH ENGINES CLEAR SIGNALS ON WHO THE CONTENT IS FOR • USE REL=“ALTERNATE” “HREFLANG=X” TAGS • UPDATE .XML SITEMAPS • ENSURE CORRECT LANGUAGE SETTINGS IN WEBMASTER TOOLS
  • 30. CONTENT SAME: HIGHLY RELEVANT, ENGAGING SHAREABLE CONTENT AT THE HEART OF A MODERN SEARCH STRATEGY SAME: CONTENT THEMES DETERMINED BY USER INTENT & INTERESTS DIFFERENT: PEOPLE THE METHODOLOGY STAYS THE SAME, IT’S HOW TO ENGAGE THAT CHANGES
  • 31. IT’S BIGGER THAN SEARCH 32 • ONSITE USER EXPERIENCE • PAYMENT METHODS • SERVICE EXPECTATIONS • FULFILLMENT • OFFLINE MARKETING
  • 32. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. David Ogilvy Founder of Ogilvy and Mather
  • 33. CUSTOMER CENTERED CAMPAIGNS 34 Your customer’s… Culture Linguistics Messaging Behaviours Right time, place, device Intent Motivations Options Competitors Alternatives Interests Products Social activity Sphere of relevance Minimising wastage Immediately Ongoing Local knowledge & insight
  • 34. John Sellwood Head of New Business +44 (0)1273 936094 johnsellwood@obanmultilingual.com www.obanmultilingual.com @obansearch