Date post: | 12-Jul-2015 |
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Digital Marketing Model –
What you Should be Doing
International
Customers
Drive Traffic
Conversion
Sales
11 C’s– Opportunities & Challenges in
International E-Commerce
•Country
•Consumers
•Communication
•Culture
•Customer
Service
•Competitors
•Currency
•Conversion
•Channels
•Content
•Costs
1.SEO
2.Adwords/PPC
3.Social Media
4.Mobile Marketing
5.Affiliate Marketing
Overall Strategy for
International Digital
Marketing
• Approx 70% to 80% of search
traffic
• Keywords, Site Navigation, URL,
Use of Videos & Meta Data
• Medium/Long Term Strategy that
delivers more customers long
term
1. Search Engine Optimisation
• Long Term Process, but provides long
term benefits
• Analytics illustrate why your site is
Effective / Ineffective & how to
improve Conversions (A/B Testing)
• Keyword Allocation - Allocate the
keywords to the most suitable pages
of your site
• Domain Age – Favours Older
Domains
• Attention Grabbing Text with Large
Bullet Pts & Text Location (Top left
Preferably)
What Makes Good SEO?
• Customised URL that includes
Keywords
• Meta Data, Title tags, Heading
Tags & Alt Tags for Images
• External Backlinks & Video
(Search Engine love video)
• 301 Redirects & eliminate
Duplicate Content
International Digital Marketing
• Global SEO involves targeting customers internationally
via the many global search engines.
• Create Copy in Multiple Languages
• Consideration of Regional Dialects & Colloquialisms
• Where a lot of companies fall short is not developing a
strong localisation strategy in their global SEO
practices.
• The differences between countries are far greater than
only the language, Baidu in China for eg
SEO Localisation
• Localisation isn’t simply translation.
• Your offers have to compel both search
engines and human beings.
• Search managers must develop cohesive
strategies that:
1. Localise Sites and
2. Localise SEO campaigns
.. In order to meet market expectations and
local search algorithms more effectively.
Translation Is Important!
A Leading Automobile Company
Original: “Every car has a high quality body”
Translation: “Every car has a high quality corpse” in Belgium
A Fizzy Beverage Brand
Original: “Turn it loose“
Translation: “Suffer from diarrhea” in Spanish
A Fast Food Brand
Original: “Finger-licking’ good“
Translation: “We’ll eat your fingers off” in China
Translation
• Top Apparel Retailers in the UK
receive just shy of 70% of their
traffic from Abroad
• Overseas UK online sales contribute
approx 13% of total online sales
• Highly recommends translation of
website content into local language
to increase conversions
Martijn Bertisen,
Industry Head,
Google UK's Retail
Vertical
Keyword Selection
• Keyword selection is the secret to success. It
may sound easy to localise by simply translating
what has worked in one language.
• However, translation is not localisation. That
approach eliminates the apparent and subtle
differences between international markets.
• Nuances among global, regional, and even local
languages may differ.
• Content is still king and the lifeblood of any International Digital
Marketing Google SEO campaign.
• Digital content should be localised to provide seamless transition
from search to landing page to site architecture.
• Paid or organic, search engine results page (SERP) localisation —
including keywords, ad copy, title, and meta description — should be
consistent with other digital assets.
• Site searches should be localised as well. In addition, don’t forget to
update each localised sitemap appropriately.
Bid for your position against the competition
Higher your bid, higher your position. (1st not always
best)
Greater competition = greater cost
No charge if user sees your ad
Only pay if user visits your website
Clicks charged direct to credit card
Simple way to test if your website can work for you
Requires lots of testing to maximise ROI
• Where does your Ad
appear in relation to
others?
• What Factors Affect Ad
Rank?
• How do I improve my Ad
Rank?
What Makes Good PPC Ads?
Ad Rank
• Landing Page Relevance Improves Quality Score
• Include Primary Keyword
• Obvious Call to Action
• Negative Keywords
• Create multiple ads (eg 3) and rotate them
What Makes Good PPC Ads?
Internationalisation Of PPC
Campaigns
• Internationalisation of search and display campaigns.
• Websites achieved an approx 20% increase in conversion when landing pages and ads were translated into the local language
• Websites achieved an approx 70% increase when their websites were fully localised – with all content translated in the local language and products offered in the local currency.
ADVERTISING
ADVERTISE ON SOCIAL MEDIA
WITH HIGHLY FOCUSED TARGETTING
TO ATTRACT RELEVANT CONSUMERS
CONTENT DEVELOPMENT
DEVELOP CREATIVE & UNIQUE CONTENT
TO SHARE ON YOUR
SOCIAL MEDIA SITES
SOCIAL MEDIA SITE DEVELOPMENT
INTEGRATED & BRANDED
SOCIAL MEDIA SITES
TO ENGAGE NEW & EXISTING
CUSTOMERS
CREATE COMPETITONS & APPS
TO INCREASE FOLLOWERS
& ENCOURAGE ENGAGEMENT
FACEBOOK COMPETITIONS
3. Social Media
£$€
• Is your website optimised for mobile phones?
• Consumers know in a heartbeat when a site
isn’t, which leads to difficulty in uploading, navigating
and finalising transactions.
• Get the global competitive edge: make your site
mobile - and user-friendly.
4. Mobile Marketing
• Test it to make sure it renders correctly on different
mobile devices because you want to effortlessly sell to
your international customers.
• Whatever success you have achieved through online
sales, use it as a mirror or basis for developing
mobile sales.
• Look for ways to encourage shopping and
transacting business on mobile devices. It’s the way
to a prosperous future in our connected world.
4. Mobile Marketing
•Benefits of Affiliate Marketing with Micks Garages
•Free to Join
•Largest Online Parts & Accessories Range in Europe
•Award winning website with over 1 Million Car Parts & Accessories
•Free Delivery on Orders over €30Worldwide Delivery
•Average Order Value: €5070% of customers purchase within 24 Hours
•Banners, Links & Voucher Codes all available
•Dedicated affiliate support team
•Dedicated design team (custom ad creation available on request)
•Exclusive Voucher Codes
5. Affiliate Marketing – Micks Garage
Digital Marketing in 2014
67%INCREASE IN LEADS
FOR BUSINESS’
THAT BLOG/SOCIAL
MEDIA
GOOGLE HIGHLIGHTS
ALLOWS E-COMMERCE
SITES TO TAG PRODUCTS &
PRICES TO IMPROVE SEO
UK RETAILS SALES
DIRECTLY THROUGH SOCIAL
MEDIA
ARE FORECAST TO
GROW TO
290M IN 2014
HIGHLY FOCUSED
TARGETTING:
AGE
LOCATION
INTERESTS
33%CONSUMERS VIEW
MORE PAGES ON ADVERTISERS SITETHAT IS MOBILE OPTIMISED
40%OF SOCIAL MEDIA USERS
ARE DECIDING WHAT TO BUY BASED ON
REVIEWS, RECOMMENDATION ON SOCIAL MEDIA
ALMOST HALF OF 16-24 YEAR OLDS
USE MESSAGING/EMAIL/
SOCIAL MEDIA WHILE WATCHING TV
24 %
Digital Marketing in 2014
OF PEOPLEUSE A 2ND SCREEN
WHEN WATCHING TV