Effective Web Marketing for International Audiences Tlalit Prescher VP Marketing Cal – Int’l MIT Forum July 2008

Agenda Adjusting your messages to different audiences Different marketing channels to different audiences Cultural differences impact on message and channel Global marketing via local marketing

Adjusting your messages to different audiences

Different marketing channels to different audiences

Cultural differences impact on message and channel

Global marketing via local marketing

Adjusting your messages to different audience Language Look and Feel Customer Behavior Customer Status (new, current, inactive)

Language

Look and Feel

Customer Behavior

Customer Status (new, current, inactive)

AOL. Com Vs. AOL.co.uk

Different marketing channels for different audiences SEO Media Buying E-mail Marketing Affiliates program Viral marketing PR Blogs Additional tools (popups, messages on the website, toolbar etc.)

SEO

Media Buying

E-mail Marketing

Affiliates program

Viral marketing

PR

Blogs

Additional tools (popups, messages on the website, toolbar etc.)

A visitor to your landing page decides whether or not to stay within 8 seconds . As many as 50% of users bail after just a glance. Users are asking themselves: “ Am I in the right place ?” “ Does this place match what I was hoping to see? “ Should I bother reading or click away immediately?” 8 Seconds! First Impressions: Users move fast

A visitor to your landing page decides whether or not to stay within 8 seconds .

As many as 50% of users bail after just a glance.

Users are asking themselves:

“ Am I in the right place ?”

“ Does this place match what I was hoping to see?

“ Should I bother reading or click away immediately?”

Landing pages

What is Conversion Rate? The percentage of people who see your offer who actually do what you're asking them to do .

The percentage of people who see your offer who actually do what you're asking them to do .

Virtual prepaid card Reloadable and non reloadable card wwwcard

Virtual prepaid card

Reloadable and non reloadable card

Culture differences

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