Why choose Madrid to invest? / Marketing online opportunities


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Michael Kleindl conference on Friday 13th of 2013 at Madrid International Lab. Part I: Why choose Madrid to invest? Part II: Marketing online opportunities.

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Why choose Madrid to invest? / Marketing online opportunities

  1. 1. plenummediaWhy choose Madrid to invest?Marketing online opportunities by Michael Kleindl 1
  2. 2. plenummediaPart I. Why choose Madrid to invest? Significant regional economy International Business Center Exceptional Human Capital Geostrategic location Leadership in innovation Excellence in services and a solid industrial base Unique Quality of Life 2
  3. 3. plenummediaSignificant regional economy 3
  4. 4. plenummedia Significant regional economySignificant regional economy1. Madrid region has grown 2.2% during the 2001-2012 period above the Spanish average (2.1%), the Eurozone’s (1.2%), the EU’s (1.4%), and the USA (1.6%).2. Madrid is the number one Spanish region by GDP (2010), representing over 19.7% of the Spanish economy, and 13.7% of the population.3. Madrid is the economic engine, and the first financial center in Spain. Furthermore, the region is Europe’s 3rd financial center and the 4th worldwide.4. The region is the main business center in Spain, with over 500,000 active companies in 2010. 39% of the 500 largest companies are headquartered in Madrid (2012).5. Madrid is home to: 60% of Spanish companies employing over 5,000 persons, 43% of companies with over 1,000 employees, and 39% of companies with more than 500 employees (2012).6. Madrid is the 3rd European region in terms of purchasing power (GDP per capita: 32,616 €), with a population of 6.5 million (2012). 4
  5. 5. plenummediaInternational Business Center 5
  6. 6. plenummedia International Business CenterInternational Business Center1. The Madrid Region is the 3rd European destination regarding foreign companies’ investment projects. Of the latter, close to 66% hail from the EU, and 16% from the US (2012).2. Madrid is the 3rd European city and the 7th worldwide in number of multinational companies with operations headquarters.3. There is a favorable fiscal policy for foreign companies: holding companies, taxes consolidation, fiscal bonifications for R&D activities. Moreover, Spain is the country with the least fiscal pressure among the largest EU economies.4. Expatriates enjoy a limited 24% tax rate, and Madrid has the lowest regional income tax in Spain.5. Madrid is the 3rd best European city in terms of office space availability, only behind Bucharest and Berlin (2012). The office space availability in the Madrid Region is close to 1.3 million sq. meters (2012).6. The salary cost in Madrid is lower than those of Copenhagen, Dublin, Brussels, London, Munich, Berlin, Amsterdam, Paris or Milan (2012). 6
  7. 7. plenummediaExceptional Human Capital 7
  8. 8. plenummedia Exceptional Human Capital Exceptional Human Capital1. Madrid has highly-qualified, and flexible professionals, available at competitive costs, which stand out for their adaptability and creativity skills.2. The Madrid Region has 16 universities, which provide companies with 36,000 graduates and 1,800 doctors every year (2009-2010). These universities collaborate closely with companies and the scientific investigation community.3. Madrid boasts some of the world’s most prestigious business schools like the Instituto de Empresa (IE Business School), IESE or ESADE.4. For the 2012-2013 school year, Madrid will have 446 centers (public and subsidized private ones) where bilingual classes will be taught to over 100,000 students.5. The Madrid Region ranks 2nd in Europe in terms of workers with a university degree (2010).6. 20% of Madrid’s population is of foreign origin and 19% of foreigners residing in Spain live in the Madrid Region (2012). 8
  9. 9. plenummediaGeostrategic Location 9
  10. 10. plenummedia Geostrategic LocationGeostrategic location1. The Madrid Region is a gateway to a potential market of almost 1,300 million persons, made up of the EU, the Mediterranean area, and Latin America.2. Madrid is the 7th best city in international transport connections, and the 5th for domestic connections within Europe (2012).3. Madrid is at the center of the rail and road radial systems that communicate by land all of the Iberian Peninsula and the latter with the rest of Europe.4. The Barajas Airport, 12 km away from the capital, is the most important in terms of cargo and passenger transit in Spain. Barajas ranks 4th in Europe in passenger transit (2011). It has a 70 million passengers per year capacity, and currently 50 million transit there each year.5. Barajas concentrates 56% more operations, 71% more passengers, and 259% more cargo traffic than the 2nd airport in Spain (2012).6. The logistics companies in Spain have concentrated their operations in Madrid, which represents 83% of the business’ domestic volume (2012). 10
  11. 11. plenummediaLeadership in innovation 11
  12. 12. plenummedia Leadership in innovationLeadership in innovation 1. Madrid is the 1st Spanish region in R&D expenditure vs. GDP, investing 2.02% when the national level is at 1.39%, and 2% for the EU. The average money spent on R&D per inhabitant in the Madrid Region in 2010 was 597€, almost double than the national average (310 €). 2. Madrid is ranked 2nd European Region in number of workers (214.000) in high-tech industries and knowledge-related intensive services (2012). 3. The Madrid Region’s parks and clusters network comprises 12 clusters and 4 technology parks, and occupies an area of 12 million sq. meters (2012). 4. 33% of ICT companies in Spain are located in the Madrid Region, 19% of the Biotech companies, and more than 62% of the companies in the aerospace sector (Data from 2009, 2007 and 2010). 5. 38% of the people working in the ICT sector, 53% in the Biotech sector, and 59% of the aerospace sector in Spain work in the Madrid Region (Data from 2011, 2009 and 2007). 12
  13. 13. plenummediaExcellence in services and solidindustrial base 13
  14. 14. plenummedia Excellence in services and sollid industrial baseExcellence in services and solid industrial base1. The services sector represents 81% of the Madrid Region’s GVA (2010). Madrid is the 1st Spanish region in number of workers in the services sector, with a total of 2.4 million (17% of the national total) (2011).2. The Madrid region hosts 152 banks operating in Spain (more than half are from abroad), with over 14,700 offices or branches, of which 17% are in Madrid (2010).3. Madrid is the number 1 engineering region in Spain. The sector represents 6.3% of the region’s GDP (2009).4. Spain occupied in 2010 the 3rd rank worldwide in conferences and events, only behind the US and Germany. The Madrid Region received 29% of Spain’s business tourism (2011).5. In 2010, in the city of Madrid, more than 11,000 events and meetings were organized, attracting over 1,000,000 visitors, in addition to almost 90 national and international fairs. 14
  15. 15. plenummediaUnique quality of life 15
  16. 16. plenummedia Unique quality of lifeUnique Quality of Life1. Spain ranks 1st in Europe by expatriates in quality of life (Expat Explorer Survey 2010, Expat Experience. HSBC Bank) and Madrid is the 6th European city in terms of quality of life according to employees (European Cities Monitor. Cushman & Wakefield. 2010).2. Madrid hosts over 366,000 European residents (29% of the Madrid Region’s foreigners), which makes it the 2nd Spanish region in number of European residents (2012).3. Madrid has 50 international schools where official foreign studies are taught, especially EU and US (2012).4. Madrid has over 100 museums, 69 theaters, 107 concert venues, 125 movie theaters, and 600 buildings declared artistic heritage (2012).5. Madrid offers 85,000 retail stores and 92 malls.6. As per gastronomy, in Madrid, one can choose among 47,000 establishments: nearly 8,000 restaurants (12 of which have been awarded a Michelin star), 2,100 cafeterias, and 37,000 bars that offer a broad sample of the best cuisine (2012). 16
  17. 17. plenummedia 17
  18. 18. plenummediaPart II. Marketing online opportunities Why is internet marketing important? Objectives of Internet Marketing Im ready to deploy marketing online? Tools SEO Versus SEM Search Engine Marketing (SEM) Search Engine Optimization: SEO Social Media Marketing Email marketing Landing Page Landing Pages for mobile Google Adwords for mobile Corporate Video 18
  19. 19. plenummedia Why is Internet marketing important?Why is internet marketing important?It gives companies the ability to: Drive high quality customers totheir website Increase sales leads fromcustomers looking for their productsand services Build their brand online bycommunicating marketing messagesto their target audience Increase their profile against theircompetitors Target a global audience viainternational search enginesBe accountable with ROI tracking(SEM) 19
  20. 20. plenummedia Objectives of Internet MarketingObjectives of Internet Marketing Communicate a company´s message about itself, its products, or its services online Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers Sell goods, services, or advertising space over the Internet 20
  21. 21. plenummedia I’m ready to deploy marketing online?I’m ready to deploy marketing on line?The Internet presents businesses with great opportunities to improvetheir marketing effort and perhaps gain competitive advantageThe extend to which a business takes up these opportunities dependson some important considerations:1. Does the firm deal in appropriate products for online sales?2. Does the firm have the internal IT resources and skills to monitor and maintain a website?3. Does the business leadership have a Strategic plan for e-commerce?4. What are the financial and technological capabilities of the business? 21
  22. 22. plenummediaInternet tiene papel fundamental en la comunicación 22
  23. 23. plenummedia ToolsTools 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Marketing 4. Email Marketing 5. Landing Pages 6. Landig Pages for mobile 7. SEM mobile 8. Corporate Video 23
  24. 24. plenummedia eMail Services Newsletter Domain, eMail Accounts SEM Paid Search Engine Advertising Advertising Video, Youtube, Ad Direction othersEducation Global online SEO PIMS marketing Optimization of In house strategy for the natural results SMB Webpage, Landingpage PC / Mobile Social Media Domain/email accounts 24
  25. 25. plenummedia SEO vs SEMSEO vs SEM SEO: Search Engine Optimization SEM: Search Engine Marketing SEM SEO SEM 25
  26. 26. plenummediaInternet magnitud 1.400 mio persons online via PC 26
  27. 27. plenummediaOf the internet usersworldwide havebought online 27
  28. 28. plenummedia2.000 mioSearchs per day 28
  29. 29. plenummedia Search Engine Optimization (SEO)Search Engine Optimization (SEO)What is Seo?Act of modifying a website to increase its ranking inorganic (unpaid) listing of Search EngineHow do organic search listings work?To rank well in organic search, as an IM strategy, SEOconsiders:• How search engine works• What people search for• The actual search terms typed into search engine• Which search engines are preferred by targeted audienceOptimizing website• Editing contens of web site• Editing its HTML• Editing associated coding to increase its relevance tospecific keywordsList of Search EnginesGoogleYahooBing 29
  30. 30. plenummedia Search Engine Marketing(SEM)Search Engine Marketing (SEM) What is Search Engine Marketing (SEM)? Act of Marketing a web site via Search Engine by purchasing paid list What are paid Listings? There are listings that search engines sell to advertisers, usually through paid placements In Simple words Advertisers say Nokia, approaches search engines say Google with their ad (created by Marketing Research team) and ask them to show it in Google search engine whenever someone searchs for relevant topics (related to the product). 30
  31. 31. plenummedia Search is still the main driver… In € mioSearch Engine Marketing Investment, Spain Forecast 2011 - 2015 31 Source: iabSpain.net and PwC,ZenithOptimedia 2012
  32. 32. plenummedia Social Media Marketing (SMM)Social Media Marketing (SMM)The process of marketing through social media sites likeTwitter, Facebook and You Tube:Provides tremendous reach at a fraction of the cost oftraditional marketing methodsSocial Media tools and platforms are websites where youcan place and spread your marketing messagesAttract links, and as result, enhance SEO effortsIt´s vital to help small business by offering free advertising,plus it´s sociable and fun at the same timePromotional activities in social media aside from thecontent being promoted, including: blogging, commentingon other blogs, participating in discussion groups, andposting status updates on social networking profiles 9
  33. 33. plenummediaOf total time spent online is in Social Media 33
  34. 34. plenummedia Email MarketingEmail Marketing 1. What is Email marketing? • Promotion of products and Services via Email • Variety of Formats: Text Messages, Graphics-based Ads and Newsletters, Rich Media (Multi – Media ads) • Self – Service or Full Service Email Programs Include: – List Building – Creative design – Message delivery – Campaign results tracking • List management 2. Why Email marketing? • The goal of marketing is to attract in, and generate sales of products or services • Email marketing is a perfect medium to pick up where other marketing leaves off • It´s cheaper than the traditional bulk postage mail • When done correctly, email marketing can be an extremely powerful and effective marketing technique 34
  35. 35. plenummedia Landing PageLanding Page Example 1 Example 2 Example 3 Example 4 35
  36. 36. plenummedia Landing Pages for MobileLanding Pages for mobile The landing page has to be able to be displayed completely without the user having to use the zoom. The design should be simple, prioritize the content. Design the page to be easily used with a touchscreen and not with a mouse pad. The distances between the different click buttons has to be big enough. Use only mobile functions. Make it easy to enter in contact. 36
  37. 37. plenummedia Google Adwords for MobileGoogle AdWords for mobile Spacial Features: Location extension Include the telephone number and the address of the company. Telephone extension: When the user clicks on the telephone number shown, the smartphone calls immediately. 37
  38. 38. plenummediaOf Europeans seevideos on-line 38
  39. 39. plenummedia Corporate VideoCorporate Video Example 1 Example 2 Example 3 39
  40. 40. plenummedia Corporate VideoCorporate Video: Distribution across the Web Online video is one of the fastest growing advertising formats on the Internet and Plenummedia not only produces the video. But also distributes it across different video platforms. 40
  41. 41. plenummedia Michael Kleindl michael@kleindl.com Móvil: +34 667 712 180 clientes@plenummedia.com Camino del Tomillarón 194,Las Rozas de Madrid 28231, Madrid Telf. 91 154 71 20 www.plenummedia.com 41