Driving international business through paid search marketing 051011


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Find out how your can take your business into new international markets using paid search marketing.

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  • Take an incremental approach – learn from one market and applylearnings elsewhere, perhaps expand into culturally similar markets firstLocalise eg don’t translate messagingCall on experts – those that help you with local market understanding, expertise in given marketing areas
  • Driving international business through paid search marketing 051011

    1. 1. Using Paid Search to build your international business<br />Sri Sharma, Managing Director<br />October 2011<br />
    2. 2. Net Media Planet<br />The PPC People<br />Award-winning paid search agency helping ambitious clients maximise the potential of their online marketing<br />
    3. 3. A sample of our clients<br />We have a wide portfolio of clients across multiple industries and geographies <br />
    4. 4. 4<br />“UK disposable income drops 7.9% year on year”Source: Asda Income Tracker (September 2011)<br />“UK Economy slowed to 0.2% growth”Source: ONS, GDP (Q2 2011)<br />“UK economy represents 2.98% of the World economy”Source: EconomyWatch (2010)<br />
    5. 5. Ecommerce Sales in Western Europe are rising faster than in the UK<br />5<br />B2C Ecommerce Sales in Western Europe* <br />Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions<br />
    6. 6. Customer<br />Competitors<br />Regulatory & compliance<br />Operations<br />International expansion challenges<br /> x no. of Markets<br />
    7. 7. Drive incremental international revenue<br />Build the international expansion business case<br />
    8. 8. Simplify your choice of global advertising platforms<br />
    9. 9. Google own 90% of the search market globally<br />Global Search Engine market share<br />Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia<br />
    10. 10. Google own 98% of the mobile search market globally<br />Global Mobile Search Engine market share<br />Source: StatsCounter Global Stats (July 2010) via Econsultancy,<br />
    11. 11. Facebook dominates the global social network market<br />Social map of the world<br />Source: Vincos.it (June 2011)<br />
    12. 12. Localise your marketing<br />
    13. 13. On-site localisation improves conversion rate<br />13<br />Conversion Rate <br />Indexed<br />1.0<br />1.2x<br />1.7x<br />English language <br />site in £<br />Local language bridge page with English site<br />Localised site & currency<br />Source: Net Media Planet clients<br />
    14. 14.
    15. 15. 15<br />+ 25% <br /> CR<br />“Autumn collection out now”<br />“Fall collection out now”<br />Message localisation<br /> Even across English speaking countries<br />Source: Net Media Planet (Retail)<br />
    16. 16. Localisation in Germany<br />Keyword<br />Rich Germanic vocabulary - ensure the long tail is covered<br />Messaging<br />German culture of quality - descriptive messaging encourages trust<br />German culture of planning - promotions messaging scheduling<br />On-site<br />German culture of quality - rich descriptive content encourages trust<br />Concerns of online fraud - provide payment methods including Giropay, direct bank transfer, cash on delivery<br />
    17. 17. Drive incremental revenue<br />
    18. 18. Source: Net Media Planet (Retail Client)<br />
    19. 19. Successful strategy<br />Targeting Expats<br />
    20. 20. Results...<br />Non UK revenue grew from 2% to 6% in 2 years<br />Business case proven to launch German brand and website<br />
    21. 21. Build the international expansion business case <br />
    22. 22. P&O Ferries DE<br />Objectives in 2005:<br />Gain strategic insights<br />Expand brand awareness<br />Improve direct response<br />
    23. 23. Non-branded Paid Search strategy<br />
    24. 24. Brand awareness grew through Paid Search<br />Brand impressions over time<br />Brand impressions<br />Years<br />
    25. 25. Top 3 Takeaways...<br />Take an incremental approach <br />Localise your marketing<br />Call on experts to support your strategy<br />
    26. 26. Thank you<br />Contact: <br />sri@netmediaplanet.com <br />0203 008 8321<br />Twitter: <br />@netmediaplanet @srisharma<br />Blog: <br />netmediaplanet.com/blog <br />What topic would you like covered at the next seminar?<br />