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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

  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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