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Digital Marketing on a Global Scale
The document discusses key considerations for digital marketing on a global scale. It notes that consumers are increasingly connected continuously and highlights trends like the importance of multichannel experiences and mobile marketing. It also discusses evolving consumer expectations around customer experience, personalization, and voice of the customer programs. The document recommends that companies looking to expand digitally consider differences in cultures, languages, and regulations when marketing in new international markets.
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Digital Marketing on a Global Scale
- 1. Digital Marketing ona Global Scale// Copyright 2015 Latitude
- 2. Digital Marketing ona Global Scale// Copyright 2015 Latitude Research Director at Econsultancy Head of SEO at Latitude Head of CA at Latitude Senior Analyst at Econsultancy Head of PPC at Latitude
- 3. 28 January 2015Copyright © Econsultancy Digital Marketing on a Global Scale – Latest Trends Wednesday, January 28th 2015 Linus Gregoriadis Research Director, Econsultancy linus.gregoriadis@econsultancy.com @linusgreg Jim Clark Senior Analyst, Econsultancy Jim.clark@Econsultancy.com @jimclark99
- 4. 4 The Connected Consumer MobileMarketing Evolving Expectations What’s Next?
- 5. 5 The Connected Consumer MobileMarketing Evolving Expectations What’s Next?
- 6. Consumers are increasinglylikely to be “continuously connected” 28 January 2015 6 Source: A.T Kearney Analysis, 2014 28 25 24 22 15 23 26 21 18 21 42 42 48 51 58 7 7 7 9 6 Global US UK Germany China %ofrespondents Frequency of connection All day long Every hour 2-4 times a day Once a day or less
- 7. 28 January 20157 3bnHalf a billion connected to the web in 2014, bringing the total to £52.25bn is the predicted value of UK online sales in 2015 Amazon took of UK online Christmas sales in 201425% is the predicted value of US B2C ecommerce in 2015$538.9bn Source: We Are Social, RetailMeNot, Kantar Worldpanel, eMarketer
- 8. Importance of multichannelslide from stock 28 January 2015 8 Photo credit: wikimedia.org 88% of consumers research online before buying offline Source: digitaslbi.com/connectedcommerce2014
- 9. Growing importance ofthe multichannel shopping experience 28 January 2015 9 Source: Cross Channel Marketing Report
- 10. Use of agencyto run international PPC 28 January 2015 10 14% 19% 12% 14% 73% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Multilingual Multi-territory Using now Planning to use No plans to use Source: UK Search Engine Marketing Benchmark Report 2014
- 11. Brands face challengesextending their reach by selling online to new markets 28 January 2015 11 Source: Technology for Ecommerce 2015 17 18 24 24 27 33 36 40 44 0 5 10 15 20 25 30 35 40 45 50 Catering for multiple markets/languages Scalability Limited scalability of current ecommerce solution Lack of technical knowledge/capability Technical optimisation e.g. page load speeds Cost Multi-device optimisation Building a personalised shopping experience Integration with legacy systems
- 12. 12 Connected Consumers Mobile Marketing EvolvingExpectations What’s Next?
- 13.
- 14. • In Q32014, the total transaction value of China's mobile shopping market was $37.59bn - an increase of 250.9% from the same period of 2013. • 34% of global internet users search for products to buy via mobile. • In the UK, 56% of smartphone m-commerce use happens at the start of the research process. • 34% of visitors to Amazon.com in the US come from mobile devices. 28 January 2015 14 Source:
- 15. Importance of mobileto businesses 28 January 2015 15 Source: Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity
- 16.
- 17. 17 Connected Consumers Mobile Marketing EvolvingExpectations What’s Next?
- 18. Expectations of themodern consumer 28 January 2015 18 Source: Real Time Marketing Report
- 19. 28 January 201519 Customer experience in the ascendancy 20 15 18 10 10 22 15 13 11 11 0 5 10 15 20 25 Customer Experience Content Marketing Mobile Personalisation Big Data 2014 2015 Source: Adobe Quarterly Digital Intelligence Briefing, Q1 2015
- 20. “Proactively delighting customers earnstrust, which earns more business from those customers, even in new business arenas.”
- 21. Rise in voiceof consumer programmes • A report by the Aberdeen Group estimates a 2% increase in annual customer care costs on those that don’t have a VoC, whereas those that do are expected to increase annual revenue by 10.9%. 28 January 2015 21 Source: Voice of the Customer: Listen, Measure, Act
- 22. 22 Connected Consumers Mobile Marketing EvolvingExpectations What’s Next?
- 23. 28 January 201523 Source: A Marketer's Guide to Wearable Technology • By delivering new customer experiences that extend the brand ecosystem. • Holding people within a brand ecosystem. Wearables are the most disruptive technology development since the smartphone
- 24.
- 25. 28 January 201525 Opportunities for the financial sector
- 26. 28 January 201526 Source: A Marketer's Guide to Wearable Technology
- 27. Summary • Increased connectivityhas grown the importance of the multichannel shopping experience • Customer experience is in the ascendancy, and it’s not region specific – Mobile will play a more crucial role in inspiring “surprise” and “delight” moments • Companies will increasingly look to new channels e.g. wearables to differentiate the customer experience 28 January 2015 Cross-Channel Marketing Report 2014 27
- 29. Tools for InternationalExpansion
- 31. Google Global MarketFinder
- 32. Different ways togenerate expansion ideas
- 33. One specifically forUSA planning
- 34. Available from yourAgency or from Google
- 36.
- 37.
- 38. Google Mobile PurchaseJourney
- 39.
- 40. Finding out abouttoday’s trends
- 41. Google Trends: ThePPC Marketer’s Favourite
- 43.
- 44. Visit the localGoogle site and surf as though you are a customer
- 45. Checking out thecompetition
- 46.
- 47. How we displaywebsites and screenshots
- 49.
- 50. Used carefully, Translatortools can offer handy shortcuts
- 51. Google Display AdPlanner
- 52. Adwords Dynamic SearchAd Campaigns
- 53.
- 54. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale
- 55. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Key International SEO Themes
- 56. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale
- 57. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Does your content meet international audience requirements?
- 58. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Research the relevant information
- 59. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Check different variations per country http://www.merlinox.com/suggest/index-en.php
- 60. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale UK v ES provide subtle variations
- 61. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale What type of content is shared the most on your topic? http://www.buzzsumo.com/
- 62. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Who is most likely to share your content?
- 63. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Who are the top influencers in your target country for your products? http://www.twtrland.com
- 64. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale
- 65. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Consider when creating your content Russian Internet Blacklist • Russian state list of blocked websites • ISPs forced to block sites • Facebook Temporarily blocked • Anti Government Sites Blocked Golden Shield Project • “The Great Firewall of China” • Began in 2003 • More than 2,700 blocked • Ebay, YouTube, Facebook, Skype, iMDb, Twitter, Blogspot, WordPress, Friendster all blocked EU Safe Harbor Compliance • Framework to allow businesses to receive and process personal data from EU countries providing privacy protections are in place • Compliant Privacy Policy one of the requirements
- 66. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Germany • Value Punctuality, Order and Privacy • Use Title in Emails as they are important • Don’t use small talk in emails • Environment a Key Issue • Consider using Xing Research extensively before reaching out Spain • Chemistry Important • Don’t discuss personal issues • Emphasise Trust and Honesty via Emails • Afternoon hours longer allowing for Siesta • Good work / life balance • Liberal punctuality • Can you leverage Tuenti? Italy • Not Easily Offended on the whole • Face to Face meeting preferred after initial contact • Indicate language you are comfortable speaking in • Use professional titles in emails • Punctuality not a priority • Leverage local social network such as ItalyLink and Vinix where relevant France • Use “Vous” not “Tu” when addressing people formally • Use professional titles in emails • Do not approach someone during 12 to 2 (Their Lunch Break) • Make formal appointments • Avoid Standard / Cliché conversation openers • Consider Using Video http://businessculture.org, http://www.worldbusinessculture.com/
- 67. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Research extensively before reaching out Middle East • Offer flattery and praise • Equally take compliments well • Direct and forthright approach often given • Expect Nepotism • Age commands respects • Know the Business Hierarchy • Yes can be used as a delaying tactic USA • Be direct, short and to the point in emails • Don’t read too much into over friendly statement e.g. “Have a nice day now” • The latest management speak is popular • Don’t use self deprecation • Demonstrate enthusiasm • Highlight “The New” http://www.worldbusinessculture.com/
- 68. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Content Areas to Avoid Spain • Homosexuality • Specific Spanish History • Personal Finance • Feminism • Machismo Italy • Politics • The Mafia • Private Income • Family Issues France • Political Stance • Criticism of Napoleon Middle East • Israel • Atheism • Negative References to Islam USA • Personal Income • Religion • Polygamy • Abortion http://businessculture.org, http://www.worldbusinessculture.com/
- 69. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale
- 70. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Literal translations can provide wrong context
- 71. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Also referred to as transcription
- 72. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale WordReference.com http://www.wordreference.com
- 73. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Interpret your best English content with relevant keyword variations
- 74. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale = More Unique Keyword Referrals
- 75. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale <link rel="alternate" hreflang="es" href="http://es.example.com/" /> <html xmlns="http://www.w3.org/1999/xhtml" lang="en" xml:lang="en">
- 76. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale e.g. www.companywebsite.co.uk Likely to increase local SEO authority Often a new setup which takes time to build SEO authority Easier to communicate brand locally Higher technical maintenance Specific cultures engage better with a local domain Longer ROI curve Can provide better click through rate in search engines More digital resource often required
- 77. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale e.g. uk.companywebsite.com Partly inherits domain authority from root domain Not as much local authority as a country specific domain Offers flexibility on sub domain naming Natural links can easily point to wrong URL versions for users and search engines Cost saving versus country specific domain Risk of diminished trust from web users Technical capabilities often more agile and cost effective
- 78. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale e.g. www.companywebsite.com/uk Overall domain authority greater due to one domain Harder to gain local country authority sometimes Lower maintenance costs Often less likely to get user to link to specific country sub folder Existing CMS easy to integrate Less trust from a conversion perspective if the brand is small Shorter ROI curve
- 79. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Webmaster Tools & Language Configuration
- 80. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Hreflang Code Implementation
- 81. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Correct region URL for Users
- 82. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale
- 83. 28 Jan 2015// Version 1.0 // Copyright 2015 Latitude Digital Marketing Ltd. All rights reserved // Digital Marketing on a Global Scale Key Factors
- 85.
- 87.
- 88. Assumption #1 You knowyour audience Tastes + Trends Socio-Economic Factors The Role of Digital
- 89.
- 90. Assumption #2 Your websiteis ready Country vs Language Split Mobile / Tablet/ Desktop Split Payment + Delivery Options
- 91. Assumption #3 YOU CAN COPY/ PASTE STRATEGY YOUR ACQUISITON
- 92. Assumption #3 You cancopy / paste your acquisition strategy Think With Google: Customer Journey to Online Purchase How marketing channels in the UK influence conversion for Travel Sites How marketing channels in Germany influence conversion for Travel Sites How marketing channels in Japan influence conversion for Travel Sites
- 94. Learning More Understand ongoingbehaviour Web Analytics Online Surveys Remote Usability Testing
- 96. Putting it intoPractice Optimizing content Trafalgar Travel US landing page showing top destination (Italy) Trafalgar Travel UK landing page showing top destination (US) BASIC ADVANCED
- 97. Putting it intoPractice Conversion Attribution Basic Advanced Enterprise
- 98. Putting it intoPractice Research your opportunities, understand the country Keep on learning Adapt your site, adapt your strategy In Summary
- 99. Copyright 2014 LatitudeDigital Marketing Ltd. All rights reserved THANK YOU ANY QUESTIONS?