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DIT Exporting Event, 6th Feb, Google & Push Slides

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DIT Midlands Digital Growth Event

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DIT Exporting Event, 6th Feb, Google & Push Slides

  1. 1. Growing Globally in the Digital Age Launching your international journey Elizabeth Gabster International Growth Consultant, Google
  2. 2. WE DON'T GO ONLINE, WE LIVE ONLINE
  3. 3. First company to test autonomous cars without drivers. Source: BSA Foundation, 2017 connected devices by 2020 50B
  4. 4. Every one minute, we exchange 142,361,111 Emails sent and received 2,083,333 Minutes used on Skype calls 50,200 Mobile apps downloaded Over 400 Hours of video uploaded on YouTube $203,579 In Amazon sales generated 2.4 Million Google searches made 1,389 Uber rides taken 216,000 Photos posted to Instagram 347,222 Tweets posted 120 LinkedIn accounts created ource: www.arbornetworks.com, VidCon 2015
  5. 5. Scaling and Speed are Critical to Success The phone Radio TV Facebook Pokemon Go 38 13 3.5 19 YEARS YEARS DAYS 75 YEARS 50Million users Source: Wall Street Journal, March 2015; SensorTower, July 2016 YEARS
  6. 6. Fast, Unpredictable change is an absolute certainty
  7. 7. 8 Many people fear that uncertainty and unknown
  8. 8. 9 ...however, with the right tools, that fear can become an opportunity
  9. 9. Google’s mission is to organize the world’s information and make it universally accessible. and useful
  10. 10. We created tools for all users and businesses of all sizes...
  11. 11. Being discovered Working more efficiently Expanding to new markets To help you grow your business by
  12. 12. 13 Going Global is now easier than ever before Reach new customers in any country with just the click of a mouse
  13. 13. It’s never too early to think about internationalization but when the time comes, how do you start?
  14. 14. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU 15 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU 01.PlanPrioritize where your opportunities lie 02.BuildPrepare your operations 03.LaunchScale, measure, and build your brand
  15. 15. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU 16 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU 01.Plan Prioritize where your opportunities lie
  16. 16. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 17WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU The world is your oyster ...but create a plan for growth that’s right for your business
  17. 17. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 18WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Identify demand & barriers Prioritise specific markets Get to know local consumers Plan.01
  18. 18. Proprietary + Confidential 60%of international companies say that acquiring Market Insights is by far the most important capability. LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 19WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Source: Google internal research, 100+ customers, 2016
  19. 19. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU “There is no substitute for personally watching and listening to real people” Larry Page Co-Founder at 20 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU
  20. 20. Proprietary + Confidential 61%want to get know-how on international growth and need specific support on operations. LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 21WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Source: Google internal research, 100+ customers, 2016
  21. 21. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU 22 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU 02.Build Prepare your operations
  22. 22. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 23WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Shopping International Logistics Engineering Finance Global Payments Vendor Operations People Operations Marketing Legal International Strategy Customer Experience Policy Localization
  23. 23. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 24WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Shopping International Logistics Engineering Finance Global Payments Vendor Operations People Operations Marketing Legal International Growth Team Customer Experience Policy Localization 72% of consumers spend most of their time on websites in their own language. Source: Common Sense Advisory, 2012
  24. 24. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 25WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Shopping Hardware Logistics Engineering Finance Global Payments Vendor Operations People Operations Marketing Legal International Growth Team Customer Experience Policy Localization 67%of online shoppers abandon carts because a site does not support local payment methods. Source: PayMotion, The Global Checkout
  25. 25. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 26WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU ShoppingInternational Logistics Engineering Finance Global Payments Vendor Operations People Operations Marketing Legal International Growth Team Customer Experience Policy Localization 38%would never shop with an online merchant again following a negative delivery experience. Source: State of eCommerce Delivery, 2016
  26. 26. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 27WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Shopping International Logistics Engineering Finance Global Payments Vendor Operations People Operations Marketing Legal International Growth Team Customer Care Policy Localization 85% By 2020, >85% of customer interactions will be managed without a human. Source: Gartner, 2017
  27. 27. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU 28 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU 03.Launch Scale, measure, and build your brand.
  28. 28. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 29WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Build Your Brand Brand awareness and consideration starts with trust
  29. 29. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 30WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Cultivate Connection and Trust with your users Give users a seamless local experience
  30. 30. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 31WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Define metrics and analytics for success Measurement is essential for success of digital campaigns
  31. 31. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 32WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Scale Take a long-term view to plan for the next markets
  32. 32. Market Finder g.co/marketfinder
  33. 33. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Market Finder g.co/marketfinderg.co/marketfinder Market Finder
  34. 34. g.co/marketfinder WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Market Finder g.co/marketfinder Market Finder
  35. 35. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Demand assessment Monthly searches across categories Economic profile Household net disposable income Plan. Prioritize where your opportunities lie.01 Macroeconomic data Ease of doing business index (rank) Market Finder g.co/marketfinder
  36. 36. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Plan. Prioritize where your opportunities lie.01 Market Finder g.co/marketfinder
  37. 37. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 38WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Market Finder Build. Prepare your operations.02 Operational areas Now that you know where your best opportunities are, let’s focus on plan your operations. Localization Learn about localization when expanding your business to new markets abroad. Logistics Find out the global logistics involved in shipping goods internationally. Payments Helpful information about tackling international payments. Talent recruitment Understand tips on how to recruit talent in new export markets. Customer care How to manage customer care when you’re expanding internationally. Tax & legal Discover what’s involved in starting a business, paying taxes and the legalities of trading in new export markets.
  38. 38. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Build. Prepare your operations.02 Localization Learn about localization when expanding your business to new markets abroad. Market Finder g.co/marketfinder
  39. 39. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Build. Prepare your operations.02 Payments Helpful information about tackling international payments. PayEasy is an online payment system that has the ability to process credit cards, ATM debit cards, mobile payments, over-the-counter and online banking payments. Market Finder g.co/marketfinder
  40. 40. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Build. Prepare your operations.02 ● App Localization ● Professional, human translation ● Sorting ● Dates/Times/Time Zones ● BiDi/RTL ● Language/Country ● Currency Symbols/Names ● Number Formats ● Addresses/Phone Numbers ● Google Translate API developers.google.com/international Open Source Internationalization Developer Tools Market Finder g.co/marketfinder
  41. 41. Proprietary + Confidential LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 42WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Market Finder Launch, measure and build your brand.03 Marketing strategy areas Browse our marketing topics to access tools, guides, and resources about how to market your business. Global marketing strategy How to design a global marketing strategy. Display advertising How to take the most out of display advertising. Business performance How to analyse and measure business results. App advertising How to design an app promotion strategy to enter in new markets abroad. Search advertising How to use search engine advertising and optimisation Video advertising How to use video advertising to promote your product internationally.
  42. 42. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Launch, measure and build your brand.03 59% have their 1st exposure to a product via online research. 27% prepared online for immediate offline purchase. Market Finder g.co/marketfinder
  43. 43. Proprietary + Confidential Scale with Digital: From bankruptcy to +10 e-commerce shops across Europe. LA EXPERIENCIA DEL USUARIO EN LA ERA DE LA INMEDIATEZ I @ADOLFO_FDZ I #THEERAOFYOU 44WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU Market Finder
  44. 44. WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU
  45. 45. TRANSFORMACIÓN DIGITAL, ESCRIBIENDO NUESTRA HISTORIA I @ADOLFO_FDZ I #THEERAOFYOU 46 WRITING YOUR HISTORY IN AN ERA OF CHANGE I @ADOLFO_FDZ I #THEERAOFYOU 01.PlanPrioritize where your opportunities lie 02.BuildPrepare your operations 03.LaunchScale, measure, and build your brand
  46. 46. Think global. Elizabeth Gabster International Growth Strategy Act local.
  47. 47. Adapting To A Digital World In 2019 Steve Hyde
  48. 48. BREXIT?
  49. 49. Top 10* Countries in Europe. Ranked by Digital Ad Spending. 2016 (billions of €) ▪ The UK is the largest digital market in Europe. ▪ Push are a leading European Channel Partner for Google. Note: figures are actual gross income; includes classifieds /directories, display, mobile and search; includes agency commissions; *out of the 27 countries from which IAB Europe and IHS aggregated data. Source: Interactive Advertising Bureau Europe (IAB Europe) and IHS, “Adex Benchmark 2016” as cited in press release, May 23, 2017.
  50. 50. No Agency in Europe has Won More Google Awards than Push Also the first agency to win a Google Award 3 Years in a Row Winner Best Customer Satisfaction Award - Google Premier Partner EMEA Awards 2016 Winner Mobile Innovation Award - Google Premier Partner EMEA Awards 2017 Winner Mobile Innovation Award - Google Premier Partner Global Awards 2017 Winner Growing Business Online Award - Google Premier Partner EMEA Awards 2018
  51. 51. Over 300 Customers
  52. 52. FAST
  53. 53. Innovation Is Coming in Ever Faster Waves
  54. 54. Digital Innovation is Accelerating
  55. 55. 2 Marketing Eras
  56. 56. Now 1. Apple 2. Google 3. Microsoft 4. Facebook 5. Coca Cola 6. Amazon 7. Disney 8. Toyota 9. McDonalds 10. Samsung 1980s 1. Exxon Mobil 2. General Motors 3. Mobil 4. Ford 5. Texaco 6. Chevron Texaco 7. Gulf oil 8. IBM 9. General Electric 10. Amoco The World’s Top Brands
  57. 57. Data Is the “New” Oil
  58. 58. 90% of the World’s data has been created in the past two years.
  59. 59. There is no “Digital Strategy” anymore, just strategy in a Digital World
  60. 60. Our media consumption habits have changed any content, any time, any screen Source: eMarketer (Apr 2016) - Media Consumption UK - Avg time spent per day with major media by UK adults
  61. 61. Our media consumption habits have changed any content, any time, any screen Source: eMarketer (Apr 2016) - Media Consumption UK - Avg time spent per day with major media by UK adults Mobile
  62. 62. Money Always Follows Eyeballs 2014 2015 2016 2017
  63. 63. Tech Takeover of Advertising
  64. 64. Digital Marketing – Mini Eras
  65. 65. The Development of AdWords
  66. 66. In 2018 Google Released 210 Betas That’s more than the previous 3 years combined
  67. 67. Winning Combination
  68. 68. Google AdWords industry benchmark Average conversion rates The average conversion rate in AdWords across all industries is 2.70% on the Search Network and 0.89% on the Display Network
  69. 69. Connect with me on Linkedin Steve Hyde - Push
  70. 70. Growing your business internationally and how to beat the competition Jai Khan
  71. 71. 50+ specialists in London, Copenhagen, Athens, Bucharest & Sofia Driving digital results for business since 2007 1. Understand YOUR customer behavior | 2.Select the channel strategy | 3. Deliver the ROI
  72. 72. Global expansion Lots of our customers operate globally and have expanded into new territories working with us. Customer Areas we run campaigns in Mountain Store Hair Transplant Clinic Golf Holiday Company Diabetes Management company UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA, SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN DIEGO, LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA SWEDEN, DENMARK, UK, USA UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND, AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE
  73. 73. Which Channel Should I Use?
  74. 74. Google brings People to your Business. Facebook brings your Business to People.
  75. 75. However you need to conduct your research to understand how this changes for the countries you wish to target. Baidu for example is the biggest player in China whilst Bing has a larger market share in the US than it does the UK. Globally, Google leads the way for search engine market share.
  76. 76. Facebook is still the most popular social network worldwide
  77. 77. Home or Away?
  78. 78. Just three tasks require local language skills 1 . Selecting KeyWords 2. Writing ad copy 3. Reviewing search queries
  79. 79. Google provides some agencies with translation support from native speakers who understand the importance of localisation.
  80. 80. In-house vs Agency
  81. 81. The Advantages of In-house Vs Agency ▪ More time is spent on your account ▪ The person looking after the account will have great depth of knowledge about the business ▪ The person you hire can do more than just PPC for you ▪ You can react and respond quicker ▪ Good agencies regularly train and refresh their knowledge, a team of people are providing you with new ideas rather than a single person trying to keep up ▪ Agencies have access to big data and can help apply cross learnings to your campaigns ▪ Agencies can provide you with knowledge across several platforms and advise on websites/landing pages etc. ▪ Agencies have access to tools, software and scripts so they can get more done in less time.
  82. 82. Getting Ahead with Google Ads
  83. 83. Push have carried out thousands of PPC audits over the last 4 years. Analysing the following within accounts: ■ Structure ■ Budgets Bids & Impression Share ■ Keywords & Match Types (including Negatives) ■ Ad Copy & Ad Extensions ■ Mobile & Tablet Performance ■ Quality Scores ■ Conversion tracking and results ■ Remarketing Strategies ■ Landing page optimisations
  84. 84. The most common mistakes on Google Ads Based on over 1000 accounts in the past 4 years ▪ A poor structure. ▪ The wrong keyword match types ▪ A lack of keywords ▪ A bidding strategy that doesn’t utilise, age, gender, location, device, time of day, day of the week and in-market audiences ▪ Not regularly split testing ad copy ▪ Missing Google ad extensions which make ads bigger and stand out ▪ No tracking/Incorrect tracking ▪ A one size fits all remarketing strategy ▪ Fear of testing new strategies ▪ Failure to act fast ▪ Forgetting to be patient
  85. 85. Scripts and automation are key if you want to stay ahead
  86. 86. Scripts will save you more than just time Scripts allow us to: ■ Minimise human error ■ Analyse more data ■ Deliver better results ■ Create a competitive advantage ■ Time to focus on strategy
  87. 87. We use building scripts With millions of people searching in millions of different ways we developed scripts that allow us to input keyword themes. Our script will then build every single possible combination of keywords based on this.
  88. 88. We also use bidding scripts With millions of advertisers bidding in Google’s auction every second we can create scripts that will automatically adjust bids based on parameters that we set.
  89. 89. Quality assurance scripts ensure things run smoothly
  90. 90. Lots of tools exist to help you understand your competitors strategies
  91. 91. We use SEM Rush to identify keywords our customers competitors are using
  92. 92. Scripts can identify keywords not in your account
  93. 93. E-commerce businesses underestimate the impact their shopping feeds have on their results
  94. 94. How your shopping feed can affect your performance ▪ The structure of your shopping feed determines how you can structure your campaigns. ▪ If your attributes are not correct your products won’t display, losing you opportunities to sell. ▪ The titles and descriptions you use can affect the positions you appear in.
  95. 95. We recommend using feed management services
  96. 96. In 2018 Google released 210 betas. More than the previous 3 years combined.
  97. 97. Native Advertising led to a 386% rise in conversions
  98. 98. This was with an increase in spend of just 64% ▪ The cost per lead fell from £45.85 to £15.13 ▪ Conversion rates from inquiry to booking increased by 22% ▪ Further optimisation and testing of new ad copy led to the cost per lead falling further to £14.27
  99. 99. With more and more automated bidding strategies becoming available you have more time to ensure your ad copy stands out
  100. 100. Emotive ad copy is out performing functional benefits
  101. 101. Emotive ad copy is out performing functional benefits
  102. 102. Fighting the competition with Facebook
  103. 103. People make the mistake of opting for Facebook’s lowest cost option giving all the power to their platform
  104. 104. With enough data Target cost bidding strategies can deliver We advise that you test not just bidding for your target CPA but also test 2x and 3x your CPA to avoid losing volume.
  105. 105. Adverts are key on Facebook and you need to keep refreshing them to avoid “ad fatigue”
  106. 106. You need to be able to test lots of different ads constantly
  107. 107. Facebook allows you to look at any businesses ads which you can research to help you identify what your key USP’s will be
  108. 108. The info and ads section of your competitors page will show you the ads that they run
  109. 109. Rules that apply to everyone
  110. 110. Lower budgets means less data and less learnings
  111. 111. If I have £1000 a month, £33 a day and my average cost per click is £4 my results will look like this: Campaign Clicks Tax Risk Advisory Audit & Assurance Restructuring 5 2 0 1 Cost Conversions £20 1 £8 0 £0 0 £4 0
  112. 112. With the right amount of data we can start making decisions that will improve performance Campaign Clicks Tax Risk Advisory Audit & Assurance Restructuring 90 70 47 30 Cost Conversions £360 12 £280 1 £188 3 £120 0
  113. 113. Is your website fit for purpose?
  114. 114. Too many businesses are spending £1000’s every month Sending traffic to a website they paid £5k to update 3 years ago Your website is never finished and you need to keep testing regularly to improve performance Landing page experiences impact your conversion rates
  115. 115. 50% of Your Traffic Will leave if your mobile site takes over 3 seconds to load.
  116. 116. Mobile Speed
  117. 117. Landing page optimisation can boost conversion rates
  118. 118. We use software to identify what people notice
  119. 119. Landing pages need people to notice the 3 W’s
  120. 120. What is this page about? Why should I stay on it? What should I do next? The results of this new landing page were: Cost per acquisition = Reduced by 69.18% Lead Numbers = Increased by 238.58% Conversion Rate = Increased by 219.29%
  121. 121. Not tracking your data is just throwing money down the drain
  122. 122. Businesses are too slow and too afraid to test new approaches
  123. 123. Not being organised with your strategy means you are reactive instead of proactive
  124. 124. You need to communicate when leads/sales are good and bad and provide qualitative data
  125. 125. Stages of growth in digital marketing Often as your spends increase your return will start to drop in the short term until you optimise your activity. Growth has to be planned and controlled
  126. 126. Connect with me on Linkedin Jai Khan - Push

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