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Avvio webinar global marketing tips, techniques & tactics


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This month’s webinar was designed to help you capitalise on the direct business opportunities available in the international marketplace. Our guest presenter Maeve Kneafsey, MD, Elucidate is a specialist in area of international marketing and strategy development. Maeve provided our audience with key insights into current global tourism trends and identified the differences in purchasing behaviours and attitudes. Maeve shared practical tips on how to research, plan and execute an international marketing campaign.

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Avvio webinar global marketing tips, techniques & tactics

  1. 1. ©Elucidate 2011 Webinar SeriesGlobal Marketing:Tips, techniques &tactics
  2. 2. ©Elucidate 2011Avvio Webinar: Global marketing tips, techniques and tactics
  3. 3. International is a big placeInternational Online Marketing Strategy31 May 2012Maeve Kneafsey Managing DirectorOnline Strategy &
  4. 4. Researching your overseas marketsSpot the gap, position productUnderstanding online users habits andpreferencesPurchasing behaviours and attitudesLocalising your message and tacticsPilot testing your approachRecording and measuring results
  5. 5. Where to start? A. Business GoalsF. Measure B. Target Audience – know your Change customer C. NeedsE. Tactics Motivations D. Habits Preferences
  6. 6. Questions Macro Micro Economy Use of online Population How access the web Purchasing power How find information Demographics Online preferences & habitsLanguage (regions) Online purchasingAccess to internet behaviour
  7. 7. Local holidays, Fathers Day, seasonal foodsLive at home with mother 3 out 4 Italian men until 33Not big drinkers of alcoholAre big drinkers of alcoholLike to be involve, run, make, touchQuiet and pieceNoise and fun
  8. 8. Macro Enterprise Ireland – Tourism Ireland!/Latest- Presentations-and-Reports/Know-Europe-Grow- Europe.aspx IDA news/german-irish-chamber-surv/ Research agencies Amárach
  9. 9. Germany is on the up Lucrative market Cautious spenders Opportunity
  10. 10. Behaviour & Attitudes
  11. 11. ©Elucidate 2011 Core Insights• Want information in German• Expect local contact number and person• All carefully research product information and reviews (91% influenced by test results, certification, experts)• Quality product very important• Honesty - truth
  12. 12. MicroUnderstanding your online audience Local reports & sources
  13. 13. Identify your most compellingVALUE PROPOSITIONFOR THIS AUDIENCE
  14. 14. Online habits
  15. 15. A. Country • Google.deOnline Stats • Google translate (Chrome) • Google Blog • Social mention
  16. 16. ©Elucidate 2011 German Online Stats 58% use Youtube 50 million 83% use monthly orGermans use Search Engines 44% access more Internet 47% for internet via frequently specific offers Smart phone 33% use 76% use internetInternet daily 34m (68%) banking for Germans personal purchased banking online 2010 2010 additional Limited Credit 2.2m shoppers card online in ownership Germany
  17. 17. Qualitative 58% watch 32% Use Social Books/Magazines videos online Media weekly (IRL most popular monthly or 64%) 20m active purchase online more regularly on Facebook (81%) 32% regularly 51% source Ebay most info on leisure popular online and events retailer (65%)Clothing second mostmost popular regular 10m Germans purchase online use (28%) 58% as source StayFriends 33% consumer social network of news info and advice
  18. 18. ©Elucidate 2011 Culture and ContextCatalogue shopping – clothes, books Payment and securityCareful shoppers – value top of the list Father’s DayFood by season Not everyone gets it - Ireland
  19. 19. ©Elucidate 2011KPI Germany Online
  20. 20. ©Elucidate 2011 Sources• Enigma Gfk SE – Online Shopping Survey (OSS) 2010 8/• ARD Online Study 2010 –• Tourism Ireland••• Facebook• Google Keyword Tools• Others – Amárach Selling to the German Consumer• Networking
  21. 21. ©Elucidate 2011 Insights opportunities• Got to get positive reviews, certifications, tests• Search Engines and Video viewing core preferences• Local nuances – access to native (whiskey)• Unique celebrations, cultural opportunities, Fathers Day, Seasonal Gourmet tours, NO GOLF!• Google key• Translations key
  22. 22. ©Elucidate 2011 TacticsWebsite – localised content & domain, optimised,adapted to meet expectationsReviews, certifications, blogs thumbs upTEST - Google Adwords – localised and landing pagesSocial networks potential plus StayFriendsYouTube – content and advertising – Google AdsenseFocus on region to pilotAnalytic tracking – goals and campaignsRecording and measuring results
  23. 23. ©Elucidate 2011Questions
  24. 24. ©Elucidate 2011Avvio Webinars To sign up email
  25. 25. ©Elucidate 2011Latest news, resources and tips
  26. 26. ©Elucidate 2011 Join the
  27. 27. Twitter: @avviotweets Email: training@avvio.comGuest presenter: Maeve Kneafsey @canweelucidate