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Smx Madrid - Onetomarket - Target Europe - 2008


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Lennert de Rijk, Onetomarket, ofrece un estudio del mercado holandés para optimizar las estrategias de expansión europea de empresas. Consejos, datos, casos prácticos, ejemplos, etc.

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Smx Madrid - Onetomarket - Target Europe - 2008

  1. 1. Target Europe Targeting the Netherlands ¿cómo se debe abordar la presencia en buscadores en distintos países? Lennert de Rijk Madrid, 21 Mayo 2008
  2. 2. Who am I and who do I work for? <ul><li>Lennert de Rijk </li></ul><ul><ul><li>Dutch male working in Spain </li></ul></ul><ul><ul><li>Managing Director & cofounder Onetomarket Spain </li></ul></ul><ul><ul><li>Some clients: </li></ul></ul><ul><ul><ul><li>KLM, Infojobs, eMagister, Conrad, AMEX, Bookit, Clickseguros, Carrefour, AEGON, ING, Amadeus, Camper, Mango, .... </li></ul></ul></ul><ul><ul><li>I blog at , , and on marketing online and internet developments </li></ul></ul>
  3. 3. The Netherlands <ul><li>83% of households connected to internet (76% broadband) </li></ul><ul><li>6.4 hours spend online / week </li></ul><ul><li>Mobile broadband (3G) for € 10 / month </li></ul>
  4. 4. The Netherlands <ul><li>Global mindset, but agencies and initiatives mainly locally </li></ul>
  5. 5. Facts & figures Source: Blauw Research
  6. 6. Facts & figures Source: Blauw Research Source: Blauw Research
  7. 7. Facts & figures Source: Blauw Research Source: Blauw Research
  8. 8. Facts & figures Source: Blauw Research
  9. 9. Facts & figures Source: Blauw Research
  10. 10. Online marketing per user and country
  11. 11. Facts & figures
  12. 12. Dutch classifieds website
  13. 13. Biggest Dutch web directory But use it in the right way
  14. 14. BIG opportunities
  15. 15. Basics <ul><li>Use .nl country specific domains </li></ul><ul><ul><li>Or use subdomains otherwise </li></ul></ul><ul><li>Get local links and make sure they provide real traffic as well </li></ul><ul><li>Host locally </li></ul><ul><li>Be as agressive as you need to be </li></ul><ul><li>Adapt your strategy and be creative! </li></ul>
  16. 16. Important <ul><li>Dutch Home-Shopping Organization ( </li></ul><ul><ul><li>750 members and 100 business partners </li></ul></ul><ul><ul><li>represents more than 80% of the Dutch home-shopping market </li></ul></ul><ul><ul><li>Home-Shopping guarantee </li></ul></ul><ul><ul><li>supported by the Dutch Consumers’ Organization </li></ul></ul>
  17. 17. Lessons Learned <ul><li>Get real native speakers. </li></ul><ul><ul><li>Like Argentina is not Spain </li></ul></ul><ul><ul><li>The Netherlands are not Belgium or Germany </li></ul></ul>
  18. 18. Lessons Learned <ul><li>The Netherlands & Belgium </li></ul><ul><li>Same language? Yes? </li></ul><ul><li>Same culture? No! </li></ul>
  19. 19. Social Technographics ladder of participation
  20. 20. Creating the Buzz <ul><li>Google </li></ul><ul><li>( 93 % market share ) </li></ul><ul><li>Social Media </li></ul>
  21. 21. <ul><li>Key question: How to be loved by the Dutch </li></ul>
  22. 22. Social networks <ul><li>80% of people using social networks </li></ul><ul><li>talk about a </li></ul><ul><li>brand or product </li></ul><ul><li>on a forum or a social network </li></ul>
  23. 23. “ Social media is here to stay” <ul><li>Hyves: 4 million+ Dutch members, 2 billion page views </li></ul><ul><li> 1 million members, +/- 4 million page views/month </li></ul><ul><li>74% of Dutch people have at least one Social Network profile </li></ul><ul><li>1/3 of internet users is skilled </li></ul>
  24. 24. How to manage these activities? <ul><li>Ask local agencies for help </li></ul>
  25. 25. Thanks <ul><li>Thanks for your attention! </li></ul><ul><li>If you need help with your market introduction: </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><ul><li>Tel: +34 934145039 / +34 915425544 </li></ul></ul>