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EBE 2019- How to Succeed Internationally with new emerging Marketing Channels: Social Media, Google Actions, Mobile Apps


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Nenad Cetkovic
COO Lengow

Cross-border e-commerce is becoming increasingly important: national markets are saturated; the geo-blocking regulation has once again put online delivery across borders at the center of attention. How can new emerging marketing channels improve cross-border strategies? What role do marketplaces and social media play in this?

Nenad Cetkovic is COO at Lengow and a web addict with over 15 years’ experience in the e-commerce sector. He is fascinated by new technologies and a board member and consultant for various start-ups in the Parisian Tech scene (NUMA, The Blockchain Group, Zenchef etc.).

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EBE 2019- How to Succeed Internationally with new emerging Marketing Channels: Social Media, Google Actions, Mobile Apps

  1. 1. How to Succeed Internationally with new emerging Marketing Channels
  2. 2. Lengow in a few words
  3. 3. 4 What Lengow does for retailers & brands IMPORT your product data into the Lengow platform STRUCTURE your data to fit with the channels’ requirements SELL your products on key channels for your activity ANALYSE your sales, measure your ROI OPTIMIZE your data to maximize profitability SELL MORE EFFICIENTLY and expand your business to new markets LENGOW
  5. 5. 6 Ecommerce key trends in 2019 Social media as sales channel Changing marketplaces New sales apps LENGOW
  6. 6. Social Media becoming online sales channels
  7. 7. 8 The Chinese «reference »: Social media means sales The influencers business… exist in Europe too… LENGOW
  8. 8. China & Social Ecommerce 9 50% of China's digital consumers use social media to do product research or get recommendations China's social e- commerce reaches 170 billion $ in 2018, with a year-on-year increase of 66.7 percent Ecommerce purchases with mobile phones will account for almost 74% of total e- commerce in China by 2020, compared with merely 46% in the US LENGOW
  9. 9. 10LENGOW Important social media platforms Instagram •60% of B2C marketers use Instagram •11% of marketers reported it to be the most important B2C social media marketing platform for their business Facebook •97% of B2C marketers use Facebook as it provides them with a plethora of organic and paid opportunities for B2C social media marketing Twitter •65% of marketers leverage Twitter for B2C social media marketing Pinterest •now has over 200 million monthly active users •Important for marketing: 90% says Pinterest helps them decide what to purchase YouTube •46% of marketers using it to promote their B2C brands Snapchat •Young social media platform with 8% of B2C marketers using it for promotions •With over 1.66 billion daily active users worldwide, Snapchat is the most popular social site among teenagers & young adults LinkedIn •While LinkedIn is a more appropriate marketing channel for B2B businesses, 44% of marketers are also using it for B2C social media marketing
  10. 10. 11 Focus: Instagram Shopping & Pinterest Shop The Look Pinterest Shop The Look • 200 million users worldwide • 90% of its members use the social network to plan a purchase, 66 % buy something after seeing a brand’s Pins • 1 in 2 users has actually made a purchase after consulting a Promoted Pin Instagram Shopping • 800 million active users • 72% have bought a product they saw on Instagram • 25 million active business accounts • Instagram has become the leading social media site for luxury shoppers LENGOW
  11. 11. Boom of Key Opinion Leaders & influencers on social media 12 30% are more likely to buy a product recommended by a non-celebrity 19% of consumer purchase decisions are influenced by Facebook posts 18% of consumers are influenced by YouTube regarding their purchases LENGOW
  12. 12. 13 K.O.L: Key numbers A study by Google shows that 70% of teenage YouTube audiences are influenced more by YouTubers than traditional celebrities Almost 40% of Twitter users have purchased a product as a direct consequence of an influencer tweet 49% of Consumers Depend on Influencer Recommendations 92% of consumers trust online word-of- mouth recommendations, while only 33% of them trust online banner ads LENGOW Social media is used as a key source of research when making a purchase by 86% of women shoppers Estimated global social media ad spend amounted to 41 billion U.S. dollars
  13. 13. Google becoming a “marketplace” with Google Shopping Actions
  14. 14. Google’s new “marketplace” 15 After US, Google is currently testing its marketplace in France Big brands in the US and FR have participated in the tests LENGOW
  15. 15. • Both are competing with their own services to promote products for brands/retailers - #EcommerceFirst • Google and Amazon collect a huge amount of data about its users - #Bigdata • Only Amazon know what shoppers finally bought… - #ThePostClickBattle • One objective: shopping on Google must be as seamless as shopping on Amazon to drive revenues - #ARPU 16COMMERCIAL PRESENTATION In search war, it’s now Amazon vs. Google
  16. 16. 17 Shopping Action’s Experience in France • Test brands in France: Auchan, Boulanger, Carrefour & Fnac/Darty • Merchants and brands of all sizes will soon be able to participate in the program, if they meet the conditions required by Google, particularly in terms of logistics. • A classic commission-based business model for a marketplace • The amount of commissions paid by merchants to Amazon and Google on their sales in the USA is different • Lengow is the partner for Google Actions in France LENGOW Lower commissions than Amazon in the United States
  17. 17. Mobile Apps becoming increasingly important sales platforms
  18. 18. The Importance of Mobile Apps 19 52% of all global web traffic originated from mobile devices 92% of Alibaba’s orders are made through mobile Mobile web conversion rate 6%, Mobile Apps conversion rate 21% LENGOW
  19. 19. 20 Mobile – an ideal option for e-commerce Mobile marketplaces Developed mobile versions of web-based e-commerce platforms Mobile marketplace from scratch • Unlimited access (even in offline mode) • Easy and secure payments • Big potential for personalization • Higher conversation rates (3 times greater than on the mobile web) LENGOW
  20. 20. 21 Mobile marketplaces • Mobile marketplaces have proved to be a great success as they give retailers of all sizes the opportunity to sell on mobile devices without having to develop their own app. They also simplify the customer buying journey as consumers are given access to a wider range of products compared to a retailer app, therefore saving time • On mobile, marketplaces are able to collect new types of data in greater volumes to improve their recommendations and operating efficiency 70 countries 500 million user 75 million monthly active users 1 million merchants 200 million items listed on Wish 1 billion US dollar revenue in 2017 LENGOW
  21. 21. 22LENGOW Top Shopping Apps in different countries App Store France Play Store France Play Store Germany App Store Germany
  22. 22. Impacts for retailers & brands Work with
  23. 23. 24COMMERCIAL PRESENTATION Reasons for Lengow • Expand your distribution network in the country • Target neighboring countries to develop its strategy and volume • Test new channels where competition is sometimes less fierce (and therefore better ROI) • Choose technological solutions capable of supporting you on these axes to limit the "wall" effect that forces you to change service providers along the way
  24. 24. 3 key points for retailers & brands 25 Your ecommerce website is not enough You cannot avoid fighting on the market… to be successful Manage your orders from all these sources in one place… to be efficient You must able to showcase your products asap everywhere… to be competitive LENGOW
  25. 25. 3 key points for retailers & brands 26 Your ecommerce website is not enough Lengow optimizes your product catalogue & adapt for each channel Manage your orders from all these mobile marketplaces Lengow centralizes all your orders in one platform & update you in real-time You must showcase your products on social media & new channels Lengow opens you on more 2,000+ international channels and 40 countries in one click LENGOW
  26. 26. 27COMMERCIAL PRESENTATION Plenty of whitepapers/cases studies about these topics on
  27. 27. 28LENGOW Contact Nenad Cetkovic COO Lengow +33 1 84 79 03 70 Twitter: @nenadcetkovic For more information find us at booth A3.2!