2012 Sales Brochure - english

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2012 Sales Brochure - english

  1. 1. 2012
  2. 2. What you will find in these pages Visits & subscriptions............................................................................................... p04 Worldwide traffic ....................................................................................................... p06 Profile of users. .......................................................................................................... p08 Return On Investment. ............................................................................................. p10 Statistics tools ........................................................................................................... p12 Search engine optimisation.................................................................................... p14 The E*Card . ................................................................................................................ p16 The E*Page................................................................................................................. p18 Video clips, slideshows & PDFs............................................................................. p20 Products catalogue.................................................................................................. p22 Description text & keywords. ................................................................................. p24 Your secure account................................................................................................ p26 Banners & Skyscrapers........................................................................................... p28 Sponsors & VIPs......................................................................................................... p30 Details E*Page in 15 languages........................................................................................ p32 E*Page in 1 language. ........................................................................................... p34 Optional products. ................................................................................................. p36 Display. .................................................................................................................... p37 Ranking points distribution..................................................................................... p3802 www.europages.com EUROPAGES 2012 03
  3. 3. More and more professionals are visiting the site… Source: Comscore Digital Analytix, 2008-2011 EUROPAGES is a B2B platform with a very wide audience. In 2011, the EUROPAGES site was visited by over 4.5 million professionals every month. 2011 EUROPAGES crossed four times the threshold of 5 million monthly visits 2010 EUROPAGES optimises its pages for search engines (SEO) 2011 56 million 41.4 million 47.3 million 2009 2010 Launch of the new website 2009 19.1 million VISITS 2011 75,538 2008 45,018 50,502 45,879 2008 2009 2010 Since 2008, traffic has increased by an average 56% each year. Why such an increase in the midst of an economic crisis and on an increasingly SUBSCRIBERS congested Internet? Because EUROPAGES delivers pertinent results to businesses looking for products or services. The site provides them with detailed results corresponding to their searches, and lists of suppliers corresponding to their needs. …more and more businesses are registering with EUROPAGES Businesses can subscribe with EUROPAGES for free to discover its advantages and update or change their details online. This level of freedom and flexibility combined with the benefits rto their own websites’ increased visibility encourage many businesses to continue in a second time with a paid subscription to improve their online presence. Every month, more than 6000 businesses subscribe to EUROPAGES. In the past 12 months, the number of inscriptions has increased by 73%.04 www.EUROPAGES.com EUROPAGES 2012 05
  4. 4. A worldwide traffic with a European core ... source : Comscore Digital Analytix, 2008-2011 Since its inception in 1982, EUROPAGES’ core vocation has been to make European businesses visible to European visitors. In addition, with the multiplication of the 7% Russia and site’s versions (available in 26 languages), EUROPAGES has also succeeded in Asia While visits from Russia making European businesses visible outside Europe, as well as winning over many and China, the two suppliers from around the globe who seek to develop their activity in Europe. heavyweights among the BRICS countries, represent only 7% of worldwide traffic, they are on the increase: up 17% in 2011 4% North America for China, and up 12% for The United States and Canada represent huge 79% Europe Russia. reserves of potential visitors that EUROPAGES is Almost 8 out of 10 visitors are from starting to tap into. In 2011, visits from the USA were Europe. The EU’s biggest economies up 20%, while those from Canada rose by 55%. account for the main share of this audience: Italy (19%), France (13%), Germany (7%), 1% Oceania Spain (5%) and the Despite an 80% increase in the number of visitors from UK (3%). Australia, this region of the world has not yet come into its own in terms of exchange with Europe. ... EUROPAGES in unison with the world’s biggest market Source: World Trade Organization, 2010 3,3% 0,7% 27,4% 8,3% 6,6% 5,1% 4,6% 0,6% 2,5% 2,1% 0,4% 16,9% 9,1% 6% South America 1,0% Given that EUROPAGES is available in Spanish and Portuguese, its customers According to the World Trade Organization (WTO), Europe remains the benefit from an excellent biggest trade market in the world. In 2010, trade between all European level of exposure throughout South America. Brazil, now 3% Africa countries represented some $4,000 billion, accounting for 27% of world trade. Meanwhile, trade between Europe and the world’s other two leading economic regions the world’s 8th ranking economy and Africa remains fairly subdued despite some enjoying strong growth on EUROPAGES remarkable signs of development, especially (namely the US and Asia) accounted for 14% of world trade ($3,400 billion). If we add up (up 23%), already accounts for 3% of all in the Maghreb (Tunisia +78%, Morocco the two, Europe alone represents 42% of world trade. By the same token, Asia represents visits alone. +62%, Algeria +74%). 34% and North America 20%.06 www.europages.com EUROPAGES 2012 07
  5. 5. Profile of users: SMEs working in industry Source: analysis of 30,000 company profiles that registered in 2011. More than half of the site’s visitors work in industry, a prominent B2B sector. However, there was an increase in the service sector where imports and exports have grown strongly. EUROPAGES visitors mainly hail from the world An audience of SMEs of B2B; retailers are still marginal (4%). 4% Retailers The Retailer category (mainly Business to <10 37% Consumer - B2C) is not highly developed on EUROPAGES. Nevertheless, some retailers are 11-50 22% working directly with manufacturers and use EUROPAGES for their searches in this respect. 51-100 14% 101-200 10% 19% Wholesalers, Distributors, 201-500 10% Subcontractors, Agents and Representatives Purchasing professionals, purchasing cooperatives and >500 7% Manufacturers 53% distributors appreciate EUROPAGES for the time gained when searching for suppliers and manufacturers of finished EUROPAGES’ audience is comprised mainly products. of small enterprises. Almost 40% are small or very small enterprises (<20 employees), while small and medium-sized enterprises account for 50%. Intermediate-sized enterprises, i.e. More than one in two users those with more than 250 employees, account comes from the industry sector. for less than 10% of the EUROPAGES user The three leading sectors are population. construction & public works, mechanical engineering, and metallurgy & metal working. Dynamic SMEs Two users in every three are responsible for - or participate in <1M € 15% - the decision to purchase Services In B2B, decisions to 22% 1M-2.5M € 19% purchase may often take Representing a growth sector, service 2.5M-5M € 15% O longer than one month. providers account for 1/5 of the site’s p er 25 This time is shortened audience. In fact, searches relating to at corporate services 5M-10M € 13% % i when the decision- Top o are top of the list na makers are involved ent l on EUROPAGES. 10M-50M € 15% right from the start agem man of the purchasing cycle. Opportunely 45% >50M € 24% t en on EUROPAGES, most On EUROPAGES, one in two SMEs has a % em 31 anagle users are the actual revenue greater than €2 million, i.e. higher m idd decision-makers. than average for businesses of this size. One M SME in every four posts sales higher than €50 million, again higher than average for businesses of this size.08 www.europages.com EUROPAGES 2012 09
  6. 6. A remarkable return on investment Premium E*Page Views Source: Comscore Digital Analytix, 2011 Targeted visibility A much higher ROI for customers 4,500 20,636 3,235 EUROPAGES allows businesses 4,000 to register for free. Some 2 million 3,500 businesses are E*Card Views Clicks-out listed on the site The size of the bubbles increases along with the number of clicks Clicks to the free of charge. x58 website 3,000 While the free listing is useful to discover the 2,500 Medium site’s merit and 353 to create some free members paid members initial visibility, 2,000 Economic 1, 874 once a business 555 seeks to increase 1,500 its return, the 1,294 paid subscription Entry proves to be E*Page Views 1,000 an excellent 923 investment to x18 Access boost its visibility 500 591 and online Starter 411 audience. 30 On average, 20,000 40,000 60,000 80,000 100,000 120,000 members with a free members paid members paid listing obtain 492 a level of visibility E*Card Views 58 times higher General visibility than those with a free listing, while their number of Each month, EUROPAGES’ 25,000 listed customers attract millions of visits. The three targeted displays Clicks-out main units for measuring ROI are E*Card Views (general visibility), E*Page Views (targeted is 18 times higher. visibility) and Clicks-Out (clicks to the customer’s own website). Moreover, they x114 enjoy 114 times The ROI varies depending on the corresponding subscription (Starter, Access, Entry, more visits to their etc.). We can see that the combined number of E*Card Views and E*Page Views – which own websites. represent a company’s visibility – helps to increase the number of clicks to the customer’s Herein lies the 4,3 site (bubble). Depending on the type of subscription taken out by the business, the more essence of its visibility increases, the higher its ROI. EUROPAGES. free members paid members10 www.europages.com EUROPAGES 2012 11
  7. 7. Business Intelligence for the benefit of companies Every month, 4 million visitors search for, display and click on the E*Pages of the 2 million businesses listed on the site. These interactions represent millions and millions of data Customized reports on demand items, all saved on EUROPAGES servers. In total, an annual 5 terabytes of data (1012) are (Findit) assembled, processed and displayed to businesses in complete transparency, allowing them to calculate their visibility (E*Card Views and E*Page Views), measure the hits on their Who searches for what, who searches for whom, which websites (Clicks Out) and compute contacts and requests for quotes (Emails and RFQ) to keywords are used for which industry sector, where do better evaluate their ROI. users come from, which companies have been viewed, from which queries and in which countries? To answer all these questions, EUROPAGES has created the Findit system, a veritable decision-support Powerful tools to deliver customer tool that extracts pertinent responses statistics Visits per country from a complex set. Some of the market’s most sophisticated tools constantly analyze searches on EUROPAGES, their origins and their effects on the businesses. Reports are available at all times to answer all their queries regarding the traffic they have generated. R.O.I. per month ETL : Extract, Transform & Load Individual statistics in just a click (mySTATS) On EUROPAGES, every business has its own individual account where it can access its Geomarketing : personal stats at all times. Modelisation R.O.I. Analyses & Scoring prospects reporting Optimisation e-marketing The customer can thus see how many E*Pages have been viewed, Monthly visits how many clicks Reporting out have been intern & clients performed, and how many emails have been received, identifying the country of origin for each. Every morning, the previous day’s data is extracted (ETL) from the various sources, injected EUROPAGES customers benefit from this level Visits per country in a datawarehouse and then aggregated in datamarts where only the selected data is of precision thanks to the sheer power of the stored. This system deployed by EUROPAGES works like a huge, highly sophisticated filter decision-support system deployed upstream to provide customers with the substance of their statistical data. (described opposite).12 www.europages.com EUROPAGES 2012 13
  8. 8. referencing A universal system for businesses Much like a galaxy, the structure of the Internet is determined by gravitation. In this expanding universe, websites, like planets and satellites, revolve around solar centres that represent the (big three) search engines. Given their mass, the search engines attract matter present on sites (text, keywords, video clips, photos). The more matter there is, the greater the attraction. On EUROPAGES, this matter is all the more considerable given that it is published on 26 different sites: Europages.co.uk, Europages.fr, Europages. it, Europages.es, Europages.de, etc. This makes it a highly attractive target for the leading three search engines (Google, Bing and , Yahoo!), as well as for national search engines with considerable local influence (Yandex in Russia, Baidu in China, Rambler in Korea, etc.). This system works so well not only europages.co.uk because the content is translated into 15 languages, but also because the information’s assembly is constantly being optimized for natural referencing (SEO). As a result, the businesses listed are seen by europages.nl europages.it users in over 200 countries in their native language. google.fr europages.fr europages.es europages.com Translation at the service of search engine optimisation europages.pl europages.cn yandex EUROPAGES translates its customers’ content into 15 languages*. For the purpose europages.pt google.co.uk of improved quality control, it has created Order its own translation network comprising SEO approximately one hundred independent europages.de translators in Europe and throughout the yahoo world. Projects are managed using a Computer-Aided europages.com.ru Translation (CAT) tool that CAT tools google.com stores all previous translations in a dedicated memory. As Analysis Translation europages.gr soon as a new project is memory launched, the translation google.es memory proposes the available europages.cz translation if it finds any google.de google.pl equivalent translations. If no equivalent translations are found, the Translation google.it content is translated from scratch. Once completed, this content is automatically bing placed online. If translated content is in Modification any way considered non-compliant with a baidu company’s requirements, the company can either request a modification, or offer its own translation. In 2011, 175,000 texts and 7,000,000 keywords were translated into 15 languages. With its proven translation Online system, EUROPAGES provides businesses with natural referencing of their content both in their native *Danish, Dutch, English, Finnish, French, German, language and in a wide range of Greek, Italian, Polish, Portuguese, Russian, Simplified additional languages. Chinese, Spanish, Swedish, Turkish.14 www.europages.com EUROPAGES 2012 15
  9. 9. 1,289,891,497 E*Card Source: Comscore Digital Analytix, 2011 The E*Card Views in 2011 logo description Further improving your company’s visibility company name The E*Card is displayed in the EUROPAGES search engine results page. This is what the site’s users see first when they perform a search. As such, it represents your company’s initial level of visibility. The choice of content that you publish on EUROPAGES is decisive since this is what is actually used to display your E*Card in response to a user’s query. The content’s reactive elements are the description, the keywords, the company name and the names of the products in the catalogue. The more numerous and precise they are, the greater your chances of satisfying a targeted query. Non binding pictures keywords websites products searched for Available in web and mobile web versions.16 www.europages.com EUROPAGES 2012 17
  10. 10. 79,870,132 E*Page Source: Comscore Digital Analytix, 2011 The E*Page Views in 2011 A second website in 15 languages for your company company name The E*Page is displayed when a user clicks your E*Card (see the previous page). description However, it is indexed on the Web through natural referencing (see pages 14-15) so that more and more users can reach your E*Page directly via search engine results pages. The number of times your E*Page is viewed (“E*Page Views”) logo reflects the interest shown in your company by visitors. contacts The E*Page is like a second website for your company; it acts as a showcase for your business on EUROPAGES. In addition to basic information such as the company name, address, map, description and keywords, you can publish all sorts of other contact data (email, phone, fax). You can also provide further details on your activity that may be useful to attract visitors’ attention (websites, video map clips, pdf documents, images, etc.). video To further leverage productivity from your investment, EUROPAGES also allows you to include your product catalogues on the E*Page (see pages 22-23). These elements are all optimized to be indexed in different languages and to position your business on search engines. websites products Non binding pictures keywords Available in web and mobile web versions.18 www.europages.com EUROPAGES 2012 19
  11. 11. 3 easy steps to put your videos on the Video clips, slideshows & PDF files E*Page for free… …and your slideshows or PDFs too! 1 I create my free account on YouTube, Dailymotion or Slideshare. Add up to 10 video clips, slideshows or PDFs on your E*Page for free and attract visitors! You can increase both your popularity and your ROI by displaying videos, interactive presentations or PDF documents on your E*Page. Video helps to convert potential customers and can have a considerable impact 2 I upload my video on a company’s sales. Visitors who have seen a video of a product will be more on YouTube or inclined to purchase that product. Dailymotion, I upload my PowerPoint slideshow or my PDF The procedure is straightforward: you create a free account on a video platform on Slideshare. such as Youtube.com or Dailymotion.com, or on a site that hosts slideshows such as Slideshare.net (1). You upload your video clips or slideshows (2). You then copy 3 I copy & paste the & paste the embed code of these videos to your myEUROPAGES account (3). embed code in the myEUROPAGES Videos can only be published by members with a paid subscription. account, and my video clip, slideshow and/or PDF files are visible on my E*Page. Non binding pictures Video Slideshow Available in the Web version20 www.europages.com EUROPAGES 2012 21
  12. 12. Your products automatically The Products Catalogue retrieved and updated 1 we retrieve your products catalogue. Display all your products on your E*Page 2 Professionals are first and foremost looking for products, whether on the Web in general or on EUROPAGES in particular. By including your catalogue on your E*Page, you increase we publish it your chances of being seen, and above all of being selected. Your products are automatically retrieved (crawl)* If your products are already online on your own website, simply provide us with the web address and specify how many products you wish to include on your E*Page. We will then send a crawler program to your site to retrieve the photos and descriptions of your products (1). This information is subsequently published on your E*Page (2). Ongoing automatic updates for optimal efficiency As soon as EUROPAGES detects a change on your site, it automatically retrieves the new product and updates the catalogue accordingly (3). 3 Manual retrieval of your electronic files (Xml or Excel) Alternatively, if your products are not available on your website, you can provide us with an electronic file (in xml or xls format) indicating how many products you wish to include on we update it your E*Page. This information is subsequently published on your E*Page. It is updated as soon as you send us a new file product description An individual online reference for each of your products Your catalogue is displayed in full on your E*Page. In addition, a dedicated page is created for each of your products. EUROPAGES assigns each page a unique URL to boost its natural referencing. Catalogues in several languages published simultaneously Non binding pictures You can display the catalogue on your E*Page in up to 9 language versions. For example, your catalogue in English on the English version of your E*Page, the same catalogue in German on the German version of your E*Page, and so on. The following languages are accepted: Dutch, English, French, German, Italian, Polish, Portuguese, Russian and Spanish. The publication of product catalogues is a paid option, and is reserved to members with a paid subscription. *EUROPAGES cannot perform crawls on Flash sites or PDF files. Available in the Web version22 www.europages.com EUROPAGES 2012 23
  13. 13. Description & keywords description The essential elements of your indexing on the web The description text* The first thing users will see on your E*Page is the description of your activity. This description must use expressions characteristic of your line of business, since it essentially presents your company’s know-how, much like a CV. It is translated and published in 15 languages, and indexed by the main search engines. It must be clear and concise. Bear in mind that visitors prefer short sentences rather than a long series of words. Keywords The role of keywords is to define the specific aspects or your business, and the list of your products or services. Translated and published in 15 languages, these keywords are indexed by search engines. Note that the more precise your keywords are, the better your conversion rate will be. Give preference to highly specific keywords (e.g. piston and screw- type compressors) rather than keywords that are overly general or vague, and that will merely generate "noise" (e.g. compressors). Additional keywords Each type of subscription comes with a set number of keywords (e.g. 33 for a Premium keywords subscription). However, you can always add more keywords to your E*Page. This will improve its reactiveness to searches and, as a result, its visibility. Additional keywords are sold individually. They are translated and published in 15 languages. Priority keywords To give added weight to certain keywords, you can confer priority or ranking points to them. Priority keywords increase the overall value of your E*Page and its positioning. The Image non contractuelle «priority» option is sold per individual keyword. * Your description text can contain 1,000 characters in your natural language. For other languages, you must provide a shorter description comprising no more than 500 characters. This description will then be translated in 14 languages (see pages 14-15). Your E*Page will thus be published in a total 15 languages.24 www.europages.com EUROPAGES 2012 25
  14. 14. Your secure account myEUROPAGES View your statistics, update your details and enhance your E*Page at will and whenever you like! Your account Available 24/7 Your E*Page As soon as your E*Page is online, you will receive an access code to your myEUROPAGES Your stats account. You can connect to this secure account at all times. Your stats in complete transparency You can evaluate your ROI by viewing indicators that reflect your visibility (E*Card Views and E*Page Views), or by seeing how many visits have been generated to your own website via EUROPAGES (Clicks Out). These figures can all be sorted by country. They are provided by ComScore Digital Analytix (see pages 12-13). Your stats are updated every month. Improve your results yourself Once you have logged on to your account, you are entirely free to modify anything you like. You can complete or update details on your company (address, contact details, e-mail Non binding pictures addresses, websites, etc.). You can add elements or refine your activity’s description to optimise the pertinence of both your E*Page and your Internet referencing (description, keywords, etc.). You can add value-added elements for free to make your E*Page more attractive (videos, slideshows, PDFs, photos, etc.). 2.0 You can also provide all-important information on your company (workforce, revenue, delivery practices, languages spoken, countries where you work, and so on). Your videos, photos Your products & slideshows Your emails Available in the Web version26 www.europages.com EUROPAGES 2012 27
  15. 15. Banner & Skyscraper 151,345,547 Source: Comscore Digital Analytix, 2011 Banners & Skyscrapers displayed in 2011 Display your brand at the right time Your Banner or Skyscraper will only appear when relevant A Banner* is a horizontal rectangular ad. A Skyscraper** is a vertical rectangular ad. You can assign as many headings as necessary to them, selected from among EUROPAGES’ list of 4000 headings. Your Banner or Skyscraper is displayed whenever a user’s query corresponds with one of your headings. Your brand name therefore appears for queries that Banners are published at the correspond with your activity, and not merely at random. This contextual display guarantees top and bottom of the results a much higher click rate than for similar ads habitually found on the Web. pages. Skyscrapers are published on You choose the period for your ad campaign the results pages and on the Just as different activities have different seasons, so companies work according to different E*Pages of free members schedules. To comply with your specific needs, EUROPAGES lets you choose when your banners/skyscrapers are displayed. In the spring, after the summer? Once, twice, three times a year? For one, two or six months? You choose, we display. Banner/Skyscraper locations Banners and Skyscrapers are displayed on the results pages and on the E*Pages of free members. On the results page, the Banner is placed at the top and bottom of the page, while the Skyscraper is placed to the right. On a free member’s E*Page, the Banner is placed at the top of the page, and the Skyscraper to the right. *Leaderboard (728x90) or Full Banner (468x60). Jpeg, Gif or Flash. Maximum 20 KB. **Wide Skyscraper (160x600) or Standard Skyscraper (120x600). Jpeg, Gif or Flash. Maximum 20 KB. Non binding pictures Results page Free member’s E*Page Available in the Web version28 www.europages.com EUROPAGES 2012 29
  16. 16. Sponsor & VIP 3,438,494 Source: Comscore Digital Analytix, 2011 Sponsor displays in 2011 Present your brand to all B2B visitors Sponsors are published on the Targeted exposure to an international B2B audience EUROPAGES home pages. The Sponsor* is a large rectangular ad. The VIP** is a small rectangular ad. Both are displayed on the EUROPAGES home pages. They are displayed permanently, not contextually. On EUROPAGES, these formats are ideally suited to companies seeking to present their brand name to the widest possible B2B audience. You choose the display period and frequency To suit your needs, EUROPAGES lets you choose the period during which your Sponsor or VIP is displayed (one or more months). The space reserved for the Sponsor can display up to 4 customers in alternation. If you want to have the space for your company alone, you can opt for the Exclusive option. Your company will then be the only one displayed for the selected period. The VIP space can display up to 8 companies in four dedicated spaces in alternation. You choose the nationality of customers targeted There are 26 versions of the EUROPAGES site. Depending on the markets you seek to reach, you can choose the home pages on which to display your Sponsor or your VIP. VIPs are also published on the EUROPAGES home Non binding pictures *Sponsor (300 x 250). Jpeg, Gif or Flash. Maximum 30 KB. pages. **VIP (120 x 60). Jpeg, Gif or Flash. Maximum 30 KB. Home page 13,753,976 VIP displays in 2011 Available in the Web version30 www.europages.com EUROPAGES 2012 31
  17. 17. EUROPAGES S.A.127 ave charles de Gaulle 92200 Neuilly-sur-Seine - FRANCE Tel: +33 (0)1 41 16 49 00 info@europages.com www.europages.com

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