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Organizing for success in emerging markets


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SMX London presentation from Yandex on organizing teams for successfully executing SEM in emerging markets.

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Organizing for success in emerging markets

  1. 1. 1<br />“Organizing for Success in Emerging Markets”<br />17 May 2011<br />
  2. 2. 2<br />Agenda<br />Configuration Strategies<br />Market Trends<br />
  3. 3. 3<br />Configuration Strategies<br />
  4. 4. 4<br />Three Broad Strategies <br />“Global Command & Control”<br />“Regional Hub”<br />“Local Partner”<br />
  5. 5. 5<br />“Global Command & Control”<br />Centralized team, usually run out of Corporate HQ<br />Usually very highly skilled in SEM tradecraft<br />Very engaged and data driven<br />
  6. 6. 6<br />“Regional Hub”<br />Decentralized, using regional teams<br />Generally more integrated into regional marketing strategies<br />Balancing global data needs with local realities; may also have local partner<br />
  7. 7. 7<br />“Local Partner”<br />Direct relationship between HQ and local market partner<br />HQ “knows what they don’t know”<br />Local market differences are prioritized over global needs<br />
  8. 8. 8<br />Customer Strategies<br />Brand<br />KPI’s<br />Conversion<br />“Global Command & Control”<br />“Regional Hubs”<br />“Local Partners”<br />Strategy<br />= 1 Customer; size of bubble indicative of size of spend<br />
  9. 9. 9<br />Potential Tradeoffs <br />“Global Command & Control”<br />“Regional Hub”<br />“Local Partner”<br />Global Reporting Consolidation<br />Coordination Costs<br />Localized KPI Performance<br />Localization Success<br />Translation Accuracy<br />Understanding of Search Engine<br />Use of Bid Management Platform<br />= Positive<br />= Negative<br />= Neutral<br />
  10. 10. 10<br />Trends<br />
  11. 11. 11<br />International Market Support<br />“Alternative” Search Engines are making it easier to do business outside local markets<br />Dedicated teams/services for non-local market clients<br />Support in English and help getting you started<br />Baidu International Services -<br />Yandex International Business Development -<br />Varying degrees of success but improving<br />
  12. 12. 12<br />Large Conversion Focused Budgets<br />Seeing large conversion focused budgets moving to “Global Command & Control”<br />Enterprise class bid management platforms are supporting change<br />World class SEM leaders are usually driving the change internally<br />Global accountability and transparency; budgets move to highest ROI<br />
  13. 13. 13<br />Complicated Global Scenarios<br />Drive for global accountability creates friction<br />Awareness of individual and team motivations are important<br />Reducing complexity reduces costs and performance; balance tradeoffs<br />Communication and relationships are key to success; can’t be built from a distance<br />
  14. 14. 14<br />Thank You!<br />Preston Carey<br />Director, Business<br />