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Drivinginternationalexpansion
throughsearch
SriSharma,ManagingDirector& Founder
@srisharma @netmediaplanet
Leading search and display specialist
driving a step change in performance
Best of Use MobileGrand Prix Award Innovation i...
Clients
Globalsuccessthroughlocalexcellence
Global retail sales:
£9,500 billion
Global tourism:
£900 billion
Source: Canadean Global Retailing 2011, UNWTO World Touri...
Opportunityfordifferentreasons
Access to the internet
Growth in middle class
Purchasing moving online
Up 100% in BRICS
Up ...
x5
Growth
France
x5
Growth
Singapore
x4
Growth
• Widereaching
• Differentiated
proposition
• Drive incremental
international sales
• Grow brand awareness
• Build the international
expansion business case
Simplify your choice of
global advertising platforms
Googleowns89%ofsearchand97%ofmobilesearch
Global Search Engine market share
Source: StatsCounter Global Stats (2012), Live...
Facebook,VKandQzonedominateinternational
socialmediaadvertising
Source: Vincos.it (Dec 2012)
Social map of the world
Displayadvertisingchoicesinternationallyare
fragmented
Localizing your
marketing
Thelocalcustomer
Understandthelocalcustomer
Who is the local customer?
• 68% M, 72% F buy online
• 61% of shoppers are 18-30
What do they b...
Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse...
Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Fligh...
Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Ladie...
Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Market Saturation - La...
Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse...
Analysecompetitordifferentiators
Source: Skuuudle.com
Compare your pricing to competitors by product
Analysecompetitordifferentiators
Analyse messaging that your competitors use
Source: Mercury technology platform (Net Medi...
Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse...
Analysethecompetitorcustomerprofile
Source: Facebook, Wisdom Network
Analysethecompetitorcustomerprofile
Source: Facebook, Wisdom Network
How people search
“Chain reaction cycles” “CRC”
True local events
“Look like royalty this Jubilee”“Look great this season”
Conversion rate
increased 3x
On-sitelocalisationincreasesconversionrate
Source: Net Media Planet clients
Conversion
Rate
Indexed
(100%)
English languag...
Driving incremental
international sales
Range + Local delivery Brand
Customer
Resultsin6months
• International +14% of all revenue
• International AOV x3.2 UK
86%
14%
• Phase based
budgeting
• Channels: PPC,
Display,
Remarketing
Awareness
building
Maximise direct
response
Insight based
ac...
Non-branded Paid Search
strategy
BrandawarenessgrewthroughPaidSearch
SearchandShopping
x5
Growth
Top5Takeaways
• Take an incremental approach
• Understand the local customer
• Differentiate from the competition
• Develo...
Leading search and display specialist
driving a step change in performance
Best Use of MobileGrand Prix Award Innovation i...
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013
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Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 1 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 2 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 3 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 4 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 5 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 6 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 7 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 8 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 9 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 10 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 11 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 12 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 13 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 14 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 15 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 16 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 17 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 18 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 19 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 20 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 21 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 22 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 23 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 24 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 25 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 26 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 27 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 28 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 29 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 30 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 31 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 32 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 33 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 34 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 35 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 36 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 37 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 38 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 39 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 40 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 41 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 42 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 43 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 44 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 45 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 46 Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013 Slide 47
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Net Media Planet - Going Global event - Driving Expansion Through Paid Search May 2013

  1. 1. Drivinginternationalexpansion throughsearch SriSharma,ManagingDirector& Founder @srisharma @netmediaplanet
  2. 2. Leading search and display specialist driving a step change in performance Best of Use MobileGrand Prix Award Innovation in PPC Best of Use Mobile
  3. 3. Clients
  4. 4. Globalsuccessthroughlocalexcellence
  5. 5. Global retail sales: £9,500 billion Global tourism: £900 billion Source: Canadean Global Retailing 2011, UNWTO World Tourism Barometer 2012
  6. 6. Opportunityfordifferentreasons Access to the internet Growth in middle class Purchasing moving online Up 100% in BRICS Up 47% in China Up 65% in EU Source: DRC & Monitor Group, eMarketer (2010 to 2015)
  7. 7. x5 Growth France
  8. 8. x5 Growth Singapore
  9. 9. x4 Growth
  10. 10. • Widereaching • Differentiated proposition
  11. 11. • Drive incremental international sales • Grow brand awareness • Build the international expansion business case
  12. 12. Simplify your choice of global advertising platforms
  13. 13. Googleowns89%ofsearchand97%ofmobilesearch Global Search Engine market share Source: StatsCounter Global Stats (2012), Liveinternet.ru (2011), Searchblogasia (2012), Enfodesk via chineseseoshifu (2012)
  14. 14. Facebook,VKandQzonedominateinternational socialmediaadvertising Source: Vincos.it (Dec 2012) Social map of the world
  15. 15. Displayadvertisingchoicesinternationallyare fragmented
  16. 16. Localizing your marketing
  17. 17. Thelocalcustomer
  18. 18. Understandthelocalcustomer Who is the local customer? • 68% M, 72% F buy online • 61% of shoppers are 18-30 What do they buy online? • 1. Clothing/Accessories • 2. Cosmetics • 3. Consumer electronics How do they start their shopping journey? • Search • Personal recommendation • Taobao How do they search? • Combination of Chinese & English • 12% buy on mobile What customer experience is important to them? • Demonstration of etailer credibility • Flexible payment methods, eg COD • Flexible delivery options Source: e-strategyblog, McKinsey, Nielson, Macquarie Research
  19. 19. Understandthecompetition • Identify primary competitors by product category • Analyse competitor differentiators • Analyse the competitor customer profile
  20. 20. Identifyprimarycompetitorsbyproduct category Source: Mercury technology platform (Net Media Planet) Share of Voice - Flights to UK - Top 10 Advertisers (AU market)
  21. 21. Identifyprimarycompetitorsbyproduct category Source: Mercury technology platform (Net Media Planet) Share of Voice - Ladies Fashion Top 10 Advertisers (UK market)
  22. 22. Identifyprimarycompetitorsbyproduct category Source: Mercury technology platform (Net Media Planet) Market Saturation - Ladies Fashion (Internationally)
  23. 23. Understandthecompetition • Identify primary competitors by product category • Analyse competitor differentiators • Analyse the competitor customer profile
  24. 24. Analysecompetitordifferentiators Source: Skuuudle.com Compare your pricing to competitors by product
  25. 25. Analysecompetitordifferentiators Analyse messaging that your competitors use Source: Mercury technology platform (Net Media Planet) Free Delivery lead Promotion lead
  26. 26. Understandthecompetition • Identify primary competitors by product category • Analyse competitor differentiators • Analyse the competitor customer profile
  27. 27. Analysethecompetitorcustomerprofile Source: Facebook, Wisdom Network
  28. 28. Analysethecompetitorcustomerprofile Source: Facebook, Wisdom Network
  29. 29. How people search “Chain reaction cycles” “CRC”
  30. 30. True local events “Look like royalty this Jubilee”“Look great this season”
  31. 31. Conversion rate increased 3x
  32. 32. On-sitelocalisationincreasesconversionrate Source: Net Media Planet clients Conversion Rate Indexed (100%) English language site in £ Local language bridge page with English site Localised site & currency 1.0 1.2x 1.7x
  33. 33. Driving incremental international sales
  34. 34. Range + Local delivery Brand Customer
  35. 35. Resultsin6months • International +14% of all revenue • International AOV x3.2 UK 86% 14%
  36. 36. • Phase based budgeting • Channels: PPC, Display, Remarketing Awareness building Maximise direct response Insight based actions • Channels: PPC, Remarketing, Display (RTB) • Site localisation • Additional resourcing Build the international expansion business case
  37. 37. Non-branded Paid Search strategy
  38. 38. BrandawarenessgrewthroughPaidSearch
  39. 39. SearchandShopping
  40. 40. x5 Growth
  41. 41. Top5Takeaways • Take an incremental approach • Understand the local customer • Differentiate from the competition • Develop insights to improve localisation • Call on experts to support your strategy
  42. 42. Leading search and display specialist driving a step change in performance Best Use of MobileGrand Prix Award Innovation in PPC Best Use of Mobile

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