Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Organizing for success in emerging markets

1,053 views

Published on

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

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

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 - http://is.baidu.com<br />Yandex International Business Development - http://advertising.yandex.com<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 Developmentpreston.carey@yandex.ru<br />

×