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This month’s webinar was designed to help you capitalise on the direct business opportunities available in the international marketplace. Our guest presenter Maeve Kneafsey, MD, Elucidate is a specialist in area of international marketing and strategy development. Maeve provided our audience with key insights into current global tourism trends and identified the differences in purchasing behaviours and attitudes. Maeve shared practical tips on how to research, plan and execute an international marketing campaign.
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©Elucidate 2011
Webinar Series
Global Marketing:
Tips, techniques &
tactics
©Elucidate 2011
Avvio Webinar: Global marketing tips, techniques and tactics
International is a big place
International Online Marketing Strategy
31 May 2012
Maeve Kneafsey Managing Director
Online Strategy & Marketing
www.elucidate.ie
Researching your overseas markets
Spot the gap, position product
Understanding online users habits and preferences
Purchasing behaviours and attitudes
Localising your message and tactics
Pilot testing your approach
Recording and measuring results
Where to start?
A. Business Goals
B. Target Audience – know your
customer
C. Needs
Motivations
D. Habits
Preferences
E. Tactics
F. Measure
Change
Macro
Economy
Population
Purchasing power
Demographics
Language (regions)
Access to internet
Questions
Micro
Use of online
How access the web
How find information
Online preferences & habits
Online purchasing behaviour
Local holidays, Fathers Day, seasonal foods
Live at home with mother 3 out 4 Italian men until 33
Not big drinkers of alcohol
Are big drinkers of alcohol
Like to be involve, run, make, touch
Quiet and piece
Noise and fun
Macro
Enterprise Ireland –
www.enterprise-ireland.com
Tourism Ireland
http://www.tourismireland.com/Home!/Latest-Presentations-and-Reports/Know-Europe-Grow-
Europe.aspx
IDA
http://www.idaireland.com/news-media/featured-news/german-irish-chamber-surv/
Research agencies
Amárach
http://www.amarach.com/resources.htm
Germany is on the up
Lucrative market
Cautious spenders
Opportunity
Behaviour & Attitudes
©Elucidate 2011
Core Insights
• Want information in German
• Expect local contact number and person
• All carefully research product information and reviews (91% influenced by test results, certification, experts)
• Quality product very important
• Honesty - truth
Micro Understanding your online audience
Local reports & sources
VALUE PROPOSITION FOR THIS AUDIENCE
Identify your most compelling
Online habits
A. Country Online Stats
• Google.de
• Google translate (Chrome)
• Google Blog
• Social mention
©Elucidate 2011
German Online Stats
50 million Germans use
Internet
76% use Internet daily 34m (68%)
Germans purchased
online 2010
44% access internet via
Smart phone
83% use Search Engines
47% for specific offers
33% use internet
banking for personal banking
2010 additional
2.2m shoppers online in Germany
58% use Youtube
monthly or more
frequently
Limited Credit card
ownership
Qualitative
Ebay most popular online retailer (65%)
58% watch videos online monthly or
more regularly
Books/Magazines most popular
purchase online (81%)
32% regularly
Clothing second most most popular regular
purchase online (28%)
32% Use Social Media weekly (IRL 64%) 20m active
on Facebook
58% as source of news
33% consumer info and advice
51% source info on leisure
and events
10m Germans use
StayFriends social network
©Elucidate 2011
Culture and Context
Catalogue shopping – clothes, books
Payment and security
Careful shoppers – value top of the list
Father’s Day
Food by season
Not everyone gets it - Ireland
©Elucidate 2011
KPI Germany Online
©Elucidate 2011
Sources
• Enigma Gfk SE – Online Shopping Survey (OSS) 2010 http://www.gfk.com/group/press_information/press_releases/005618/index.de.html
• ARD Online Study 2010 – www.ard-zdf-onlinestudie.de
• Tourism Ireland
• Wikipedia.org
• Google.de
• Google Keyword Tools
• Others – Amárach Selling to the German Consumer
• Networking
©Elucidate 2011
Insights opportunities
• Got to get positive reviews, certifications, tests
• Search Engines and Video viewing core preferences
• Local nuances – access to native (whiskey)
• Unique celebrations, cultural opportunities, Fathers Day, Seasonal Gourmet tours, NO GOLF!
• Google key
• Translations key
©Elucidate 2011
Tactics
Website – localised content & domain, optimised, adapted to meet expectations
Reviews, certifications, blogs thumbs up
TEST - Google Adwords – localised and landing pages
Social networks potential plus StayFriends
YouTube – content and advertising – Google Adsense
Focus on region to pilot
Analytic tracking – goals and campaigns
Recording and measuring results
©Elucidate 2011
Questions
©Elucidate 2011
Latest news, resources and tips
©Elucidate 2011
Join the conversation
www.facebook.com/avvio
www.twitter.com/avviotweets
www.linkedin.com/groups?about=&gid=3383791
https://plus.google.com/112277724145950763291
www.avvio.com/news-and-events.html
Twitter: @avviotweets
Email: [email protected]
Guest presenter: Maeve Kneafsey
@canweelucidate
www.elucidate.com
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