The Nordics - Can it be perceived as one search market?
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Presented at SMX Stockholm 2013: Entry strategies for international companies entering Scandinavia. Barriers and opportunities.
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The Nordics - Can it be perceived as one search market?
- 1. The Nordics ... as One Search Market?
- 2. Account Strategist 2 years Head of Global Online Marketing 2 years
- 3. Which market is.... The happiest? The most innovative? The wealthiest? Covered by forrest?
- 4. What defines Search Market Potential? - Search Volume - Average Cost Per Click "Cheap Flights" CPC Benchmark Vs. Denmark Monthly Searches Benchmark Vs. Denmark Population Denmark USD 2.18 5400 5,529,000 Sweden USD 2.12 -3% 67600 92% 9,088,000 Norway USD 2.70 19% 3600 -50% 4,691,000 Finland USD 1.55 -41% 97100 94% 5,259,000 "Insurance" CPC Benchmark Vs. Denmark Monthly Searches Benchmark Vs. Denmark Population Denmark USD 5.82 6600 5,529,000 Sweden USD 5.67 -3% 2900 -128% 9,088,000 Norway USD 8.11 28% 4400 -50% 4,691,000 Finland USD 4.46 -30% 2100 -214% 5,259,000
- 6. A strong brand with intelligent targeting Would reach the same user segments across all markets Denmark Finland Norway Sweden
- 7. ...Based on an experince with an old Google retail client
- 8. Who is momondo? … and how do we plan to conquer the Nordic Markets?
- 9. We are the feeling of travelling, we are freedom fighters and we are creating a strong Nordic brand.... Independent Travel Site Meta-Search Searching hundreds of websites Travel Hunting Tool The of Travel We love technology and have passion for travel.
- 10. The Nordic Challenge Strong brand in DK since 2006 – Difficulties achieving Nordic growth Poorly translated Nordic sites & campaigns created by Google GET Team Low growth rate of 20-30%
- 11. Building up a Nordic PPC department Employ Local Online Marketing Managers Improve performance of site and campaigns through local language skills Eliminate the demand for agencies
- 12. The Nordic Fairy Tale 200%+ growth in the Nordic markets Site conversion increased 9% No need for digital agencies Scalable growth model achieved The results of upscaling the online marketing department...
- 13. Future challenges in the Nordic markets • Decrease in generic searches from desktops • The fast growth of mobile • Battle to be fought on the display netork • High entry barriers to the Nordic markets • Hi-tech and loyal users
- 14. Thanks for your attention! Now go and conquer the Nordics! www.momondo.com | kah@momondo.com