DrivinginternationalexpansionthroughsearchSriSharma,ManagingDirector& Founder@srisharma @netmediaplanet
Leading search and display specialistdriving a step change in performanceBest of Use MobileGrand Prix Award Innovation in ...
Clients
Globalsuccessthroughlocalexcellence
Global retail sales:£9,500 billionGlobal tourism:£900 billionSource: Canadean Global Retailing 2011, UNWTO World Tourism B...
OpportunityfordifferentreasonsAccess to the internetGrowth in middle classPurchasing moving onlineUp 100% in BRICSUp 47% i...
x5GrowthFrance
x5GrowthSingapore
x4Growth
• Widereaching• Differentiatedproposition
• Drive incrementalinternational sales• Grow brand awareness• Build the internationalexpansion business case
Simplify your choice ofglobal advertising platforms
Googleowns89%ofsearchand97%ofmobilesearchGlobal Search Engine market shareSource: StatsCounter Global Stats (2012), Livein...
Facebook,VKandQzonedominateinternationalsocialmediaadvertisingSource: Vincos.it (Dec 2012)Social map of the world
Displayadvertisingchoicesinternationallyarefragmented
Localizing yourmarketing
Thelocalcustomer
UnderstandthelocalcustomerWho is the local customer?• 68% M, 72% F buy online• 61% of shoppers are 18-30What do they buy o...
Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the ...
IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Share of Voice - Flights ...
IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Share of Voice - Ladies F...
IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Market Saturation - Ladie...
Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the ...
AnalysecompetitordifferentiatorsSource: Skuuudle.comCompare your pricing to competitors by product
AnalysecompetitordifferentiatorsAnalyse messaging that your competitors useSource: Mercury technology platform (Net Media ...
Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the ...
AnalysethecompetitorcustomerprofileSource: Facebook, Wisdom Network
AnalysethecompetitorcustomerprofileSource: Facebook, Wisdom Network
How people search“Chain reaction cycles” “CRC”
True local events“Look like royalty this Jubilee”“Look great this season”
Conversion rateincreased 3x
On-sitelocalisationincreasesconversionrateSource: Net Media Planet clientsConversionRateIndexed(100%)English languagesite ...
Driving incrementalinternational sales
Range + Local delivery BrandCustomer
Resultsin6months• International +14% of all revenue• International AOV x3.2 UK86%14%
• Phase basedbudgeting• Channels: PPC,Display,RemarketingAwarenessbuildingMaximise directresponseInsight basedactions• Cha...
Non-branded Paid Searchstrategy
BrandawarenessgrewthroughPaidSearch
SearchandShopping
x5Growth
Top5Takeaways• Take an incremental approach• Understand the local customer• Differentiate from the competition• Develop in...
Leading search and display specialistdriving a step change in performanceBest Use of MobileGrand Prix Award Innovation in ...
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
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Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013

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Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013

  1. 1. DrivinginternationalexpansionthroughsearchSriSharma,ManagingDirector& Founder@srisharma @netmediaplanet
  2. 2. Leading search and display specialistdriving a step change in performanceBest of Use MobileGrand Prix Award Innovation in PPC Best of Use Mobile
  3. 3. Clients
  4. 4. Globalsuccessthroughlocalexcellence
  5. 5. Global retail sales:£9,500 billionGlobal tourism:£900 billionSource: Canadean Global Retailing 2011, UNWTO World Tourism Barometer 2012
  6. 6. OpportunityfordifferentreasonsAccess to the internetGrowth in middle classPurchasing moving onlineUp 100% in BRICSUp 47% in ChinaUp 65% in EUSource: DRC & Monitor Group, eMarketer (2010 to 2015)
  7. 7. x5GrowthFrance
  8. 8. x5GrowthSingapore
  9. 9. x4Growth
  10. 10. • Widereaching• Differentiatedproposition
  11. 11. • Drive incrementalinternational sales• Grow brand awareness• Build the internationalexpansion business case
  12. 12. Simplify your choice ofglobal advertising platforms
  13. 13. Googleowns89%ofsearchand97%ofmobilesearchGlobal Search Engine market shareSource: StatsCounter Global Stats (2012), Liveinternet.ru (2011),Searchblogasia (2012), Enfodesk via chineseseoshifu (2012)
  14. 14. Facebook,VKandQzonedominateinternationalsocialmediaadvertisingSource: Vincos.it (Dec 2012)Social map of the world
  15. 15. Displayadvertisingchoicesinternationallyarefragmented
  16. 16. Localizing yourmarketing
  17. 17. Thelocalcustomer
  18. 18. UnderstandthelocalcustomerWho is the local customer?• 68% M, 72% F buy online• 61% of shoppers are 18-30What do they buy online?• 1. Clothing/Accessories• 2. Cosmetics• 3. Consumer electronicsHow do they start theirshopping journey?• Search• Personal recommendation• TaobaoHow do they search?• Combination of Chinese & English• 12% buy on mobileWhat customer experience isimportant to them?• Demonstration of etailer credibility• Flexible payment methods, eg COD• Flexible delivery optionsSource: e-strategyblog, McKinsey, Nielson, Macquarie Research
  19. 19. Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the competitorcustomer profile
  20. 20. IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Share of Voice - Flights to UK - Top 10Advertisers (AU market)
  21. 21. IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Share of Voice - Ladies Fashion Top 10Advertisers (UK market)
  22. 22. IdentifyprimarycompetitorsbyproductcategorySource: Mercury technology platform (Net Media Planet)Market Saturation - Ladies Fashion(Internationally)
  23. 23. Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the competitorcustomer profile
  24. 24. AnalysecompetitordifferentiatorsSource: Skuuudle.comCompare your pricing to competitors by product
  25. 25. AnalysecompetitordifferentiatorsAnalyse messaging that your competitors useSource: Mercury technology platform (Net Media Planet)Free DeliveryleadPromotion lead
  26. 26. Understandthecompetition• Identify primary competitors byproduct category• Analyse competitordifferentiators• Analyse the competitorcustomer profile
  27. 27. AnalysethecompetitorcustomerprofileSource: Facebook, Wisdom Network
  28. 28. AnalysethecompetitorcustomerprofileSource: Facebook, Wisdom Network
  29. 29. How people search“Chain reaction cycles” “CRC”
  30. 30. True local events“Look like royalty this Jubilee”“Look great this season”
  31. 31. Conversion rateincreased 3x
  32. 32. On-sitelocalisationincreasesconversionrateSource: Net Media Planet clientsConversionRateIndexed(100%)English languagesite in £Local languagebridge page withEnglish siteLocalised site& currency1.0 1.2x 1.7x
  33. 33. Driving incrementalinternational sales
  34. 34. Range + Local delivery BrandCustomer
  35. 35. Resultsin6months• International +14% of all revenue• International AOV x3.2 UK86%14%
  36. 36. • Phase basedbudgeting• Channels: PPC,Display,RemarketingAwarenessbuildingMaximise directresponseInsight basedactions• Channels: PPC,Remarketing,Display (RTB)• Site localisation• AdditionalresourcingBuild the internationalexpansion business case
  37. 37. Non-branded Paid Searchstrategy
  38. 38. BrandawarenessgrewthroughPaidSearch
  39. 39. SearchandShopping
  40. 40. x5Growth
  41. 41. Top5Takeaways• Take an incremental approach• Understand the local customer• Differentiate from the competition• Develop insights to improve localisation• Call on experts to support your strategy
  42. 42. Leading search and display specialistdriving a step change in performanceBest Use of MobileGrand Prix Award Innovation in PPC Best Use of Mobile

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