Even with Google Translate, I did not find my way here in China.
• The differences between countries are
far greater then only the language;
• This presentation gives some practical
cases and tips to take into account in
International online marketing;
And: how do you start with international
There are so many chances in international e-business! Cross border shopping
with only a few clicks.
Who am I
I work at Bakker since 2005
I work as an online digital marketer and I have
Experience with all fields of digital marketing
Personal interest in cross border e-commerce and digital
and cultural differences.
http://www.abaar.net (cross border e-commerce tips)
• Founded in 1945
• Family Business
• Specialist in distance selling of garden products
• Direct Marketing
• 19 countries online, 21 web shops, 6 weblogs
Target group research
Search engine Marketing
Local or remote
The online marketing plan outline
What’s the mission of the company
Ambition and targets
Qualitative (e.g. reputation) and
quantitative (e.g turnover/reach)
What’s the online mission of the
The online strategy map
Make an online strategy map.
Which visitor types
Which visitor types/personas do you
expect? See for example the MBTI
What kind of tools or advertising
mechanism are you going to use to
reach these visitors.
Online competitor analysys
Still Michael Porter’s 5 forces model can
be used for this. But be aware, at the
web, small companies can be a big
Describe your online strategy in detail.
How are you going to reach your
potential customers? E.g. understand
what customers want/simplicity etc.
What are the online trends you are
signaling? Demographic trends? Self
service trends? Etc.
Op welke doelgroep richt je je in het
betreffende land en onderbouw dit met
Maak een (online) SWOT en
Business Case/Internet Score card
The internet scorecard helps you setting
Omschrijf je online strategie. Hoe wil je
de (online) gaan bereiken?
How mature is your organisation (ICT/ecommerce)
How e-commerce mature is your
organisation? Do you need change
management in your organisation to
focus at e-commerce?
Model: 11C’s van Internationalisation
Framework for opportunities and challenges in international ecommerce
11C’s van Newman / Lake
• Country > which countries and markets are suitable for my products or services? And why?;
• Consumers > Targetgroup, behavior, broadband penetration, cultural behavior;
• Communication > How to engage with my customers? What “language” do they speak?
• Culture > cultural differences between countries
• Customer service > What are the local demands and expectations
• Competitors > online competitors are not equal to offline competitors!
• Currency, payment en legal > which payment methods are common in the country? Think
about legal promotional and site requirements (a few examples in this presentation)
• Conversion > Define your KPI’s beforehand and also how you are going to measure them
• Channels > Which channels are popular in the country? How does the costomer journey
• Content > What content do I need for my customer? (might vary per country)
• Costs en benefits > What is the price a customer may cost in advertising?
International Online Marketing
Effective international online marketing channels
Local knowledge needed
A lot of local expertise
SEO (technical search engine
Cross en Upsell Functionalities
SEA (search engine advertisement)
SEO (keyword optimization)
Third Party’s advertising
Third Party’s advertising
SEA search engine advertising
What are the e-commerce potentials in a country or area?
Google Think Insights
Google Consumer Barometer:
De Global Adwords opportunities index
Emota (European e-commerce association)
Internet usage in the world
Asia’s digital marketing yearbook
Continously learn from user behavior and differences between country’s
New functionality in Google Analytics (Demographic and interest insights);
Tools like NuggAdd of Cameo (France)
Surveys among your users or customers (e.g. surveymonkey)
Personal user behavior Unica /IBM
Start with a simple “test site” e.g. wordpress;
Test and analyse your website with tools like “clicktale”
Eyetracking or user research e.g. diepbizniz of concept7+
Listen to your customer service and at social media!
Analyse your CRM data
From Push to Pull (what are the triggers for your visitors? Might vary per country
Source: Cor Molenaar.
A few important aspects to take into account when developing an international website
Local access for employees abroad for certain pages!
Centralise certain content (e.g. images)
Make sure you have a rollback functionality
Exotic characters (in site search and webshop)
Forms vary per country;
Very important: make sure your technical seo requirements are up to date
Make sure you have a good product feed facility (flexibel)
Keep an eye at (local) trends and developments or search a partner that does this
• Integrate your website with your CRM
• Work from one backoffice where possible!
Make sure you have flexible templates! Small differences per country may have big conversion impact
Very important for cross border e-commerce: FORMS!
You can use autofill systems like QAS, but always give an option to manually enter the adress;
In the UK and France, there are houses without a number;
Postal codes in Germany are for large area’s (compared to the Netherlands for example);
There are a lot of “validation” differences per country;
The notation of adresses differs per country. Change your forms as well!
• Eastern Europe (e.g. Hungary) has a completely different way of personalisation.
Tip: sla alle velden los op!
Germany: only “e-mail adress “may be mandatory in this form
Germany: price per liter is legally obliged and also the line
about the VAT is a legal requirement
Belgium: always write an end date for promotions (or at least “untill we have stock”)
United Kingdom: offering a product with discount means the original product for the original
price must have been online as well.
Germany: Legal requirements in the shopping cart (button losung);
Germany: Very strict at privacy, for example use the anonymous google analytics code;
Germany: e-mail consent very strict with third party consent;
Scandinavia: Strict laws at price draws
Read more about the EU wide consumer rights directive
Time for a EU wide home shopping certificate. Many differences per organisation
Differences between countries
Hoe kom je achter deze verschillen? Hoe optimaliseer je je website
AB/ Testing with visualwebsiteoptimizer);
Read public sources;
Get info from your local branches or networks;
Local branche organisation have lot’s of information!;
Reasearch (for example survey’s);
Tools like clicktale give you valuable insights about your users;
Use Cialdini’s Weapons of influence to test;
Ask legal experts;
Collect insights via online tools!
Response per e-mail type vary’s per country (at a certain database)
Left: e-mail promotion with a game that works very well in the displayed countries.
Right just a free gift (no game) works better in the displayed countries.
Succes of e-mail differs
in some countries,
“nameday” is far more
important then a
Mobile opens e-mail marketing per country
Differs from 17% to 42%
Search Engine Marketing
Make sure you have a speedy page load time (use google’s guidelines);
Make sure you sent over correct XML sitemaps (and video sitemaps);
Automate your alt tags as much as possible but keep a manual override;
Producttitle H1 , Short description H2 etc;
Make sure you use micro and meta data;
(301) Redirects .
Search Engine Marketing
Not in all countries, google is the number 1 used search engine;
Local access to your CMS is essential for good SEO;
Linkbuilding has to be practiced locally! But be carefull with LB;
Make sure you have enough possibilities to display content!
Do not focus only at product texts! (they are often duplicate).
Social Media Success Factors
• Solve technical problems so there is some kind of ROI;
• Which networks are used in the countries where we are active;
• What are the possibilities and revenues for social media at short and long term;
• Netherlands HQ as knowledge and tech hub, where the countries are
“spokes” zijn ;
• Start in 5 countries;
• Make a social media KPI Dashboard;
• Make your organisation ready for social media, so you can use every network
Social Media Strategy
BASED ON WEINBERG ROI MODEL
Challenges Social Media
Social Media costs time, what is the ROI?
Motivate and facilitate local offices;
How do you use social media commercially?
What is the role of social media in the “conversion attribution”?
Qualified staff is neccessary for social media responses
How to deal with “network naming” when you work in multiple countries?
Don’t always use central published content!
Third Party Marketing
To think about
Competition with others mainly at
Profiling (third party get’s an awful lot
of insights about the product and
Testing of possibilities in country
Owner of the data;
SEO (third party may rank higher then
Legal issues (copyright images)
Technical adjustments (product feed)
Is the customer after buying from a
third party returning to you or to the
Third party starts selling your (type) of
• Global reach, local view;
• Social media requires local attention;
• First make sure your website is delivering for your set KPI’s then sent traffic.
• Impossible to find global international online agency’s ;
• You can always start easy with wordpress for example;
• When you deal with agency’s (for example SEA/SEO agency’s) make sure you have an expert
• With you or investigate yourself how sea/seo works beforehand! Watch out for black hat seo
• Online Marketing takes time!
• Define your KPI’s beforehand;
• Find and use the advantages that internet can offer you!
• Make an extensive online SWOT analysys a online competitor analysys;
• Competitors at internet are different then offline competitors;
• You can be only succesful in international e-commerce if you learn about cultures
and investigate local aspects!
B2B Cross Border Online
Requires special attention when developing the website;
Content and interaction is very important, just as in B2C;
Channel conflicts! But think about the changing value chain.
Visitor model: MBTI Model
-Makes a decision based at facts
-Need help to get what they want fast.
-Offers and promotions
-Want to know the complete process
-Makes well based decisions
-It’s important to have a good brand
-What do others think of this product or
Model: Competitive Analyses
Competitive rivalry within an industry
Threat of new entrants
Threat of substitute products
Bargaining power of suppliers
Bargaining power of Customers
5 forces model from Porter
Watch out for price competition
Links for inspiration and information
Google presentation about internationalisation
KLM case local social media marketing (for China’s Weibo network)
Local Search ranking factors
The international SEO checklist
The Global Adwords opportunities index
Internet world statistics
Social networks in China
Report about Africa and business.
The state of cross border e-commerce in Europe:
Global retail development index:
European e-commerce assesment.
Worldwide facebook advertising costs
Inspiring! International social media cases
Global Payment report Cap Gemini
Digital Marketing, Dave Chaffey
(international) digital marketing strategy
Riding the waves of culture, Fons Trompenaars
Differences in cultures. Interesting in relation to social media and
Cor Molenaar, het einde van winkels
Marieke de Mooij, Global Marketing and Advertising