International E-Marketing

It’s not just copy and paste

International E-Marketing It’s not just a translation

I did not visit this Bar in Japan, I walked to the next one. The same will happen with websites

International E-Marketing

It’s not just translating

International E-Marketing

Even with Google Translate, I did not find my way here in China.

International E-Marketing

• The differences between countries are far greater then only the language; • This presentation gives some practical cases and tips to take into account in International online marketing; And: how do you start with international E-business?

There are so many chances in international e-business! Cross border shopping with only a few clicks.

Who am I

• Alex Baar; • I work at Bakker since 2005 • I work as an online digital marketer and I have Experience with all fields of digital marketing Personal interest in cross border e-commerce and digital and cultural differences.

More information http://www.linkedin.com/in/alexbaar http://www.abaar.net (cross border e-commerce tips) @abaar_net (http://twitter.com/abaar_net)

Bakker

History Bakker

History Bakker

• Founded in 1945

• B-2-C

• Family Business

• Specialist in distance selling of garden products

• Direct Marketing

• 19 countries online, 21 web shops, 6 weblogs

About

Target group research

Search engine Marketing

Website development

ReputationManagement

Local or remote Payment methods

Affiliatemarketing

Currency Social Media Content

User Research

The online marketing plan outline

Subjects

Description

Mission What’s the mission of the company

Online Mission What’s the online mission of the company

Vision What are the online trends you are signaling? Demographic trends? Self service trends? Etc.

Target Group

Op welke doelgroep richt je je in het betreffende land en onderbouw dit met (openbare) bronnen

SWOT/Confrontatiematrix Maak een (online) SWOT en confrontatiematrix

Strategie Omschrijf je online strategie. Hoe wil je de (online) gaan bereiken?

Subjects

Description

Ambition and targets Qualitative (e.g. reputation) and quantitative (e.g turnover/reach)

The online strategy map Make an online strategy map.

Which visitor types Which visitor types/personas do you expect? See for example the MBTI model

Tools

What kind of tools or advertising mechanism are you going to use to reach these visitors.

Online competitor analysys Still Michael Porter’s 5 forces model can be used for this. But be aware, at the web, small companies can be a big competitor.

Strategy Describe your online strategy in detail. How are you going to reach your potential customers? E.g. understand what customers want/simplicity etc.

Business Case/Internet Score card The internet scorecard helps you setting your KPI’s.

How mature is your organisation (ICT/e-commerce)

How e-commerce mature is your organisation? Do you need change management in your organisation to focus at e-commerce?

Model: 11C’s van Internationalisation

11C’s van Newman / Lake • Country > which countries and markets are suitable for my products or services? And why?; • Consumers > Targetgroup, behavior, broadband penetration, cultural behavior; • Communication > How to engage with my customers? What “language” do they speak? • Culture > cultural differences between countries • Customer service > What are the local demands and expectations • Competitors > online competitors are not equal to offline competitors! • Currency, payment en legal > which payment methods are common in the country? Think

about legal promotional and site requirements (a few examples in this presentation) • Conversion > Define your KPI’s beforehand and also how you are going to measure them • Channels > Which channels are popular in the country? How does the costomer journey

look? • Content > What content do I need for my customer? (might vary per country) • Costs en benefits > What is the price a customer may cost in advertising?

Framework for opportunities and challenges in international ecommerce

International Online Marketing

Organise Centrally

Local knowledge needed

A lot of local expertise needed

SEO (technical search engine optimization)

Affiliate Marketing

Reputation Management

Cross en Upsell Functionalities SEA (search engine advertisement) Social Media

E-mail Marketing E-mail Marketing SEO (keyword optimization)

Video Marketing

Video Marketing

(online) PR

Third Party’s advertising Third Party’s advertising SEA search engine advertising

Affiliate Marketing Affiliate Marketing

Display Advertising Display Advertising/Branding Display Advertising/Branding

Logistics

Logistics

Logistics

Effective international online marketing channels

Country research

Google Think Insights

Google Trends Google Consumer Barometer:

De Global Adwords opportunities index

Emota (European e-commerce association)

E-commerce Europe

Internet usage in the world

Asia’s digital marketing yearbook

What are the e-commerce potentials in a country or area?

User Research

• New functionality in Google Analytics (Demographic and interest insights); • Tools like NuggAdd of Cameo (France) • Surveys among your users or customers (e.g. surveymonkey) • Personal user behavior Unica /IBM • Start with a simple “test site” e.g. wordpress; • Test and analyse your website with tools like “clicktale” • Eyetracking or user research e.g. diepbizniz of concept7+ • Listen to your customer service and at social media! • Analyse your CRM data

Continously learn from user behavior and differences between country’s

Visitor Types

Source: Cor Molenaar.

From Push to Pull (what are the triggers for your visitors? Might vary per country

Website Development

www.bakker.eu

Website Development

• Local access for employees abroad for certain pages! • Centralise certain content (e.g. images) • Make sure you have a rollback functionality

• Exotic characters (in site search and webshop)

• Forms vary per country;

• Very important: make sure your technical seo requirements are up to date

• Make sure you have a good product feed facility (flexibel) • Keep an eye at (local) trends and developments or search a partner that does this

for you • Integrate your website with your CRM • Work from one backoffice where possible!

A few important aspects to take into account when developing an international website

Website Development Make sure you have flexible templates! Small differences per country may have big conversion impact

Website Development

• In the UK and France, there are houses without a number;

• You can use autofill systems like QAS, but always give an option to manually enter the adress;

• Postal codes in Germany are for large area’s (compared to the Netherlands for example);

• There are a lot of “validation” differences per country;

• The notation of adresses differs per country. Change your forms as well!

Tip: sla alle velden los op! • Eastern Europe (e.g. Hungary) has a completely different way of personalisation.

Very important for cross border e-commerce: FORMS!

Currency/payment methods

• Euro sign before or after the amount • 50% or– 50% • Currency notations • Discount notations • Etc.

Small layout differences have large impact!

Currency/payment methods

Visitors

Visitors

Visitors

Legal Differences

Legal Differences Implicit cookie consent

Legal Differences Explicit cookie consent

Legal Differences

Germany: only “e-mail adress “may be mandatory in this form

Germany: price per liter is legally obliged and also the line about the VAT is a legal requirement

Legal Differences

• Belgium: always write an end date for promotions (or at least “untill we have stock”) • United Kingdom: offering a product with discount means the original product for the original • price must have been online as well. • Germany: Legal requirements in the shopping cart (button losung); • Germany: Very strict at privacy, for example use the anonymous google analytics code; • Germany: e-mail consent very strict with third party consent; • Scandinavia: Strict laws at price draws

Read more about the EU wide consumer rights directive

Time for a EU wide home shopping certificate. Many differences per organisation

Differences between countries Hoe kom je achter deze verschillen? Hoe optimaliseer je je website

• AB/ Testing with visualwebsiteoptimizer); • Read public sources; • Get info from your local branches or networks; • Local branche organisation have lot’s of information!; • Reasearch (for example survey’s); • Tools like clicktale give you valuable insights about your users; • Use Cialdini’s Weapons of influence to test; • Ask legal experts; • Collect insights via online tools!

Email Marketing

Response per e-mail type vary’s per country (at a certain database) Left: e-mail promotion with a game that works very well in the displayed countries. Right just a free gift (no game) works better in the displayed countries.

Email Marketing

Birthday e-mail. Succes of e-mail differs per country! Also remember in some countries, “nameday” is far more important then a birthday.

Email Marketing Mobile opens e-mail marketing per country

Differs from 17% to 42%

Search Engine Marketing SEO (Technical)

• Make sure you have a speedy page load time (use google’s guidelines); • Make sure you sent over correct XML sitemaps (and video sitemaps); • Automate your alt tags as much as possible but keep a manual override; • Producttitle H1 , Short description H2 etc; • Make sure you use micro and meta data; • Clean URL’s; • Breadcrumps; • (301) Redirects . • Etc.

Search Engine Marketing

• Not in all countries, google is the number 1 used search engine; • Local access to your CMS is essential for good SEO; • Linkbuilding has to be practiced locally! But be carefull with LB; • Make sure you have enough possibilities to display content! • Do not focus only at product texts! (they are often duplicate).

International

Social Media Success Factors

• Solve technical problems so there is some kind of ROI; • Which networks are used in the countries where we are active; • What are the possibilities and revenues for social media at short and long term; • Netherlands HQ as knowledge and tech hub, where the countries are “spokes” zijn ; • Start in 5 countries; • Make a social media KPI Dashboard; • Make your organisation ready for social media, so you can use every network

Social Media Success Factors

REACH

FREQUENCY & TRAFFIC

INFLUENCE

TRANSACTIONS

BASED ON WEINBERG ROI MODEL

Social Media Strategy

Challenges Social Media

• Social Media costs time, what is the ROI? • Motivate and facilitate local offices; • How do you use social media commercially? • What is the role of social media in the “conversion attribution”? • Qualified staff is neccessary for social media responses • How to deal with “network naming” when you work in multiple countries? • Don’t always use central published content!

Third Party Marketing

Positive To think about

Reach Insights;

Branding Competition with others mainly at prize;

Turnover Profiling (third party get’s an awful lot of insights about the product and customers);

Testing of possibilities in country Owner of the data;

SEO (third party may rank higher then yourself);

Legal issues (copyright images)

Technical adjustments (product feed)

Is the customer after buying from a third party returning to you or to the third party?

Third party starts selling your (type) of products directly

Learnings

• Global reach, local view;

• Social media requires local attention; • First make sure your website is delivering for your set KPI’s then sent traffic.

• Impossible to find global international online agency’s ; • You can always start easy with wordpress for example;

• When you deal with agency’s (for example SEA/SEO agency’s) make sure you have an expert • With you or investigate yourself how sea/seo works beforehand! Watch out for black hat seo

• Online Marketing takes time!

• Define your KPI’s beforehand;

• Find and use the advantages that internet can offer you!

• Make an extensive online SWOT analysys a online competitor analysys;

• Competitors at internet are different then offline competitors;

• You can be only succesful in international e-commerce if you learn about cultures and investigate local aspects!

B2B Cross Border Online

Marketing

• Many possibilities; • Requires special attention when developing the website; • Content and interaction is very important, just as in B2C; • Channel conflicts! But think about the changing value chain.

Visitor model: MBTI Model

Competitive visitors

-Makes a decision based at facts

-Need help to get what they want fast.

Spontaneous visitors

-Service

-Offers and promotions

Methodical visitors

-Want to know the complete process

-Makes well based decisions

Humanistic visitors

-It’s important to have a good brand

reputation

-What do others think of this product or

brand?

Model: Competitive Analyses

5 forces model from Porter

• Competitive rivalry within an industry • Threat of new entrants • Threat of substitute products • Bargaining power of suppliers • Bargaining power of Customers

Watch out for price competition

Model: ORCA MODEL

Links for inspiration and information

Google presentation about internationalisation KLM case local social media marketing (for China’s Weibo network)

Local Search ranking factors

The international SEO checklist

The Global Adwords opportunities index

Econsultancy.co.uk

Internet world statistics

Social networks in China Slideshare!

Report about Africa and business.

The state of cross border e-commerce in Europe:

Global retail development index:

European e-commerce assesment.

Worldwide facebook advertising costs

Inspiring! International social media cases

Global Payment report Cap Gemini

Books

Digital Marketing, Dave Chaffey

Riding the waves of culture, Fons Trompenaars

(international) digital marketing strategy

Differences in cultures. Interesting in relation to social media and web development

Books

Cor Molenaar, het einde van winkels (kanaalconflicten/retailtrends) (Dutch)

Marieke de Mooij, Global Marketing and Advertising

Questions?

Thanks

Email Alex@Abaar.net

Blog http://www.abaar.net

Twitter @Abaar_net

Weibo http://weibo.com/u/2656791371

Vkontakte http://vk.com/alex_baar

Slideshare http://www.slideshare.net/alexbaar