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Online Marketing Best Practices for International E-Commerce for Discover Americas #DGMMiami

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Online Marketing Best Practices for International E-Commerce for Discover Americas #DGMMiami

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Online Marketing Best Practices for International E-Commerce
  2. 2. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  3. 3. What does the international online environment look like, Globally, and in the Americas? QUESTION Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  4. 4. Global Digital Snapshot: Key Indicators • +3 Billion active users online • +2 Billion active social media profiles • +3.6 Billion unique mobile users • +1.6 Billion active social media profiles accessing via mobile device Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  5. 5. Global Digital Snapshot: Year on Year Growth • Our population has grown 1.6% (115 million) • +21% users online (+525 million) • +12% social media adoption (+222 million) • +5% growth in unique mobile users (+185 million) • +23% growth in active social media profiles with access via mobile device (+313 million) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  6. 6. Digital Snapshot: The Americas • 633 million users online (979 million in region / 65% penetration) • 482 million active social media profiles • 1.068 billion unique mobile users • 399 million active social media profiles accessing via mobile device Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  7. 7. Fast Facts: The Americas • 14% of the population, 21% of internet users, 23% of active social media accounts, and 15% of the mobile connections • Internet Use: 88% North America, 43% Central America, 56% South America • Social Media: 58% North America, 37% Central America, 48% South America • Mobile Connections: 101% North America, 91% Central America, 126% South America • Social / Mobile: 50% North America, 32% Central America, 38% South America • Broadband Access: 85% North America, 31% Central America, 57% South America Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  8. 8. Adoption & Usage Metrics in Key Markets • Argentina: 75% internet penetration, 60% have active social media accounts, 144% with mobile connections; 46% use social via mobile – Top Social Media Profiles: WhatsApp, Facebook, Google+, Skype, and Twitter – E-commerce: 47% used PC for research & 37% purchased / 24% researched via mobile & 17% purchased (past month) • Brazil: 54% internet penetration, 46% have active social media accounts, 135% with mobile connections; 38% use social via mobile • Top Social Media Profiles: Facebook, WhatsApp, Skype, Google+ and Twitter • E-commerce: 37% used PC for research & 36% purchased / 22% researched via mobile & 15% purchased (past month) • Mexico: 49% internet penetration, 46% have active social media accounts, 84% with mobile connections; 40% use social via mobile • Top Social Media Profiles: WhatsApp, Facebook, Google+, Twitter, and Skype • E-commerce: 27% used PC for research & 24% purchased / 18% researched via mobile & 14% purchased(past month) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  9. 9. E-Commerce Usage Habits Desktop • 56% of the United States population has purchased something online (ranked 4th amongst surveyed nations) • 49% in Canada, 37% in Argentina, 36% in Brazil, 24% in Mexico Mobile • 18% of the United States population has purchased something online via mobile device (ranked 10th amongst surveyed nations) • 17% in Argentina, 15% in Brazil, 14% in Mexico, 13% in Canada Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
  10. 10. Multi-Platform Web Searches by Platform (Billions) Via Google this past month: “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan ” Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Search Engine Land http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369
  11. 11. What factors impact international e-commerce in today’s online environment? QUESTION Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  12. 12. Domain Architecture Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2
  13. 13. What’s About Google Search? • Algorithm updates • Huge penalties for spammers • Better content and marketing practices • Trust Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  14. 14. Mobile Integration Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
  15. 15. Mobile Integration Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Google https://www.google.com/webmasters/tools/mobile-friendly/
  16. 16. Language Mapping Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: http://www.komarketingassociates.com/blog/seo-strategies-for-multilingual-web-content/ • Keep the content for each language on separate web addresses / don’t mix languages on the web page. • Avoid side-by-side language translations. • Consider cross-linking each language version of a page. • Don’t use cookies to show translated versions of the page and avoid automatic redirection based on the user’s perceived language. • Use robots.txt to block search engines from crawling automatically translated pages on your site. • If content is duplicate or very similar across regional web pages – such as English variation content on a German website – utilize the rel-canonical tag to alert Google to the preferred destination.
  17. 17. What About “Content Marketing”? Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  18. 18. Content Marketing Tactical Usage (North America) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  19. 19. Social Media Strategy Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
  20. 20. Social Media Strategy Performance Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
  21. 21. Resources: Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide – http://www.slideshare.net/wearesocialsg – https://twitter.com/wearesocial • Salesforce: Every year they release a new “State of Marketing” report covering B2B and B2C marketing trends – https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp – https://twitter.com/salesforce • Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest. – https://support.google.com/webmasters/topic/6001981 – https://twitter.com/googlewmc • KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing
  22. 22. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Thank You! Who has questions? Cover Slide Photo Source: LINK Lead Photo: http://www.katc.com/story/27997828/brady-rallies-patriots-to-28-24-super-bowl-win-over- seahawks

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