MULTILINGUAL
UPDATES
DECEMBER 2013

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44...
FRANCE

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (...
ECOMMERCE IS ON THE UP
IN FRANCE. 66% of consumers have
bought online in 2013.

SOURCES Journal Du Net

© Search Laborator...
…But 96% OF FRENCH
CONSUMERS STILL
PLANNED TO BUY THEIR
X‟MAS GIFTS IN SHOPS. The
French tend to distrust logistic compani...
59% OF FRENCH
CONSUMERS ALSO SAID
THEY PLANNED TO BUY
GIFTS ONLINE. This is up from 56% in
2012. Click & collect is the pr...
FRENCH CONSUMERS
SPEND A LONG TIME
COMPARING AND
REVIEWING ONLINE
PURCHASES…
SOURCES Journal Du Net and Atlantico

© Searc...
…AS A RESULT FRANCE
HAS ONE OF THE LOWEST
RETURN RATES IN
EUROPE. France‟s 10-15% rate is much
lower than Germany‟s 20-25%...
THE FRENCH ARE
INCREASINGLY MOBILE.
Tablets have doubled in use in the last year – from
8% in 2012 to 17% in 2013 – and a ...
GERMANY

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 ...
GOOGLE HAS INTRODUCED
„SEARCH, PLUS YOUR
WORLD‟ IN GERMANY. This is an
integration of Google+ information to make search
r...
GOOGLE+ USERS WILL SEE
SERPS POPULATED WITH
PHOTOS, POSTS, PAGES &
PROFILES FROM THE
NETWORK.
SOURCE seosweet.de

© Search...
HANNOVER IS NOW A WiFi
CITY. The city‟s population is now offered free
WiFi in 16 public locations. The city of Dresden
pl...
KEYWORD ADVANTAGE
FOR SUPPLIERS. Keywords such as
“direktverkauf”, “factory outlet” or “outlet” have great
conversation ra...
ITALY

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (7...
ITALY HAS PROPOSED A
NEW INTERNET TAX TO
TARGET DIGITAL
ADVERTISING.
SOURCE Reuters

© Search Laboratory Ltd 2014. All rig...
DUBBED THE „GOOGLE TAX‟
THIS WOULD HIT THE
SEARCH ENGINE AS WELL
AS FACEBOOK. The tax is predicted to
raise at least €1 bi...
MEXICO

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (...
MEXICO HAS ROLLED OUT
A „STAMP OF QUALITY‟ TO
BE AWARDED TO CREDIBLE
ECOMMERCE SITES.
SOURCE www.sellosdeconfianza.org.mx/...
NETHERLANDS

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York:...
THE ELDERLY ARE NOW
USING THE INTERNET
TWICE AS OFTEN. 80% of 65-75year-olds now access the web regularly for
shopping and...
TWITTER‟S POPULARITY IN
THE NETHERLANDS HAS
CRASHED. While the number of accounts
remains stable at 3.5 million, the numbe...
A NETHERLANDS‟ HEALTH
INSURANCE COMPANY
SPENT ITS ENTIRE €1
MILLION AD BUDGET ON A
CHARITY DONATION…
SOURCE Marketing Onli...
…THE COMPANY MADE A
ONE MINUTE VIDEO. For every
person who watched the video they donated €1 to
the cancer trust. €2 for a...
NORWAY

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (...
NORWAY‟S ECOMMERCE
SPEND INCREASED IN
QUARTER THREE. B2C sales were
up to NOK20.3 billion (around £2 billion), with
holida...
DESKTOP DOMINATED
THESE
PURCHASES, ACCOUNTING
FOR 86% OF SALES. Tablets were
responsible for 9% of these and mobile 4%.
SO...
RUSSIA

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (...
YANDEX HAS ANNOUNCED
PAID LINKS WON‟T COUNT
ANYMORE. From 2014 paid links won‟t be
taken into consideration in commercial ...
SPAIN

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (7...
SPANISH ADVERTISERS
SHIFTING THEIR BUDGETS
TO MOBILE. Mobile ad spend was up
20.3% for the first half of 2013. Meanwhile t...
MOBILE SEARCH SPEND
WAS ALSO UP 58.3% TO
€3.8 MILLION.

SOURCE IAB Europe

© Search Laboratory Ltd 2014. All rights reserv...
SWEDEN

© Search Laboratory Ltd 2014. All rights reserved.
Leeds: +44 113 212 1211
London: +44 207 147 9980
New York: +1 (...
ONLINE CHRISTMAS
SHOPPING MORE POPULAR
THAN 2012. Sweden‟s major ecommerce
stores have reported a sales increase of 26%.

...
SWEDEN‟S ADVERTISERS
WARM TO CONTENT
MARKETING. 80% of marketers said
content marketing was an effective way to enhance
th...
Thanks for reading
If you have any questions please e-mail us at: info@searchlaboratory.com

© Search Laboratory Ltd 2014....
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Multilingual Search Marketing Industry Updates - Dec 2013

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From France's booming ecommerce to Italy's internet tax this presentation looks at what's new in the global search marketing industry

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Multilingual Search Marketing Industry Updates - Dec 2013

  1. 1. MULTILINGUAL UPDATES DECEMBER 2013 © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  2. 2. FRANCE © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  3. 3. ECOMMERCE IS ON THE UP IN FRANCE. 66% of consumers have bought online in 2013. SOURCES Journal Du Net © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  4. 4. …But 96% OF FRENCH CONSUMERS STILL PLANNED TO BUY THEIR X‟MAS GIFTS IN SHOPS. The French tend to distrust logistic companies to deliver goods on time in December. SOURCES Journal Du Net and Atlantico © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  5. 5. 59% OF FRENCH CONSUMERS ALSO SAID THEY PLANNED TO BUY GIFTS ONLINE. This is up from 56% in 2012. Click & collect is the preferred method. SOURCES Journal Du Net and Atlantico © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  6. 6. FRENCH CONSUMERS SPEND A LONG TIME COMPARING AND REVIEWING ONLINE PURCHASES… SOURCES Journal Du Net and Atlantico © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  7. 7. …AS A RESULT FRANCE HAS ONE OF THE LOWEST RETURN RATES IN EUROPE. France‟s 10-15% rate is much lower than Germany‟s 20-25%. SOURCES Journal Du Net and Atlantico © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  8. 8. THE FRENCH ARE INCREASINGLY MOBILE. Tablets have doubled in use in the last year – from 8% in 2012 to 17% in 2013 – and a third of the population own a smartphone. SOURCES Journal Du Net © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  9. 9. GERMANY © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  10. 10. GOOGLE HAS INTRODUCED „SEARCH, PLUS YOUR WORLD‟ IN GERMANY. This is an integration of Google+ information to make search results more personal. SOURCE seosweet.de © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  11. 11. GOOGLE+ USERS WILL SEE SERPS POPULATED WITH PHOTOS, POSTS, PAGES & PROFILES FROM THE NETWORK. SOURCE seosweet.de © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  12. 12. HANNOVER IS NOW A WiFi CITY. The city‟s population is now offered free WiFi in 16 public locations. The city of Dresden plans to emulate this scheme in the summer. SOURCE Bild © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  13. 13. KEYWORD ADVANTAGE FOR SUPPLIERS. Keywords such as “direktverkauf”, “factory outlet” or “outlet” have great conversation rates – but can only be used if the supplier can prove that they offer the goods cheaply because they‟ve excluded the wholesalers. This is due to Germany‟s anti-competitive law. SOURCE Mediadonis © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  14. 14. ITALY © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  15. 15. ITALY HAS PROPOSED A NEW INTERNET TAX TO TARGET DIGITAL ADVERTISING. SOURCE Reuters © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  16. 16. DUBBED THE „GOOGLE TAX‟ THIS WOULD HIT THE SEARCH ENGINE AS WELL AS FACEBOOK. The tax is predicted to raise at least €1 billion. SOURCE Reuters © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  17. 17. MEXICO © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  18. 18. MEXICO HAS ROLLED OUT A „STAMP OF QUALITY‟ TO BE AWARDED TO CREDIBLE ECOMMERCE SITES. SOURCE www.sellosdeconfianza.org.mx/ © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  19. 19. NETHERLANDS © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  20. 20. THE ELDERLY ARE NOW USING THE INTERNET TWICE AS OFTEN. 80% of 65-75year-olds now access the web regularly for shopping and banking. SOURCE CBS © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  21. 21. TWITTER‟S POPULARITY IN THE NETHERLANDS HAS CRASHED. While the number of accounts remains stable at 3.5 million, the number of average visits to the site per week has nearly halved. SOURCE Z24 © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  22. 22. A NETHERLANDS‟ HEALTH INSURANCE COMPANY SPENT ITS ENTIRE €1 MILLION AD BUDGET ON A CHARITY DONATION… SOURCE Marketing Online © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  23. 23. …THE COMPANY MADE A ONE MINUTE VIDEO. For every person who watched the video they donated €1 to the cancer trust. €2 for a share. SOURCE Marketing Online © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  24. 24. NORWAY © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  25. 25. NORWAY‟S ECOMMERCE SPEND INCREASED IN QUARTER THREE. B2C sales were up to NOK20.3 billion (around £2 billion), with holidays and leisure accounting for 19% of this. SOURCE emarketer © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  26. 26. DESKTOP DOMINATED THESE PURCHASES, ACCOUNTING FOR 86% OF SALES. Tablets were responsible for 9% of these and mobile 4%. SOURCE emarketer © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  27. 27. RUSSIA © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  28. 28. YANDEX HAS ANNOUNCED PAID LINKS WON‟T COUNT ANYMORE. From 2014 paid links won‟t be taken into consideration in commercial search queries in Moscow. SOURCE Yandex © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  29. 29. SPAIN © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  30. 30. SPANISH ADVERTISERS SHIFTING THEIR BUDGETS TO MOBILE. Mobile ad spend was up 20.3% for the first half of 2013. Meanwhile the total digital ad spend was down 6% year-on-year. SOURCE IAB Europe © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  31. 31. MOBILE SEARCH SPEND WAS ALSO UP 58.3% TO €3.8 MILLION. SOURCE IAB Europe © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  32. 32. SWEDEN © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  33. 33. ONLINE CHRISTMAS SHOPPING MORE POPULAR THAN 2012. Sweden‟s major ecommerce stores have reported a sales increase of 26%. SOURCE Internet World © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  34. 34. SWEDEN‟S ADVERTISERS WARM TO CONTENT MARKETING. 80% of marketers said content marketing was an effective way to enhance their brand. SOURCE Emarketer © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
  35. 35. Thanks for reading If you have any questions please e-mail us at: info@searchlaboratory.com © Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866
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