1. Drivinginternationalexpansion
throughsearch
SriSharma,ManagingDirector& Founder
@srisharma @netmediaplanet

2. Leading search and display specialist
driving a step change in performance
Best of Use MobileGrand Prix Award Innovation in PPC Best of Use Mobile

3. Clients

4. Globalsuccessthroughlocalexcellence

5. Global retail sales:
£9,500 billion
Global tourism:
£900 billion
Source: Canadean Global Retailing 2011, UNWTO World Tourism Barometer 2012

6. Opportunityfordifferentreasons
Access to the internet
Growth in middle class
Purchasing moving online
Up 100% in BRICS
Up 47% in China
Up 65% in EU
Source: DRC & Monitor Group, eMarketer (2010 to 2015)

8. x5
Growth
France

9. x5
Growth
Singapore

10. x4
Growth

11. • Widereaching
• Differentiated
proposition

12. • Drive incremental
international sales
• Grow brand awareness
• Build the international
expansion business case

13. Simplify your choice of
global advertising platforms

14. Googleowns89%ofsearchand97%ofmobilesearch
Global Search Engine market share
Source: StatsCounter Global Stats (2012), Liveinternet.ru (2011),
Searchblogasia (2012), Enfodesk via chineseseoshifu (2012)

15. Facebook,VKandQzonedominateinternational
socialmediaadvertising
Source: Vincos.it (Dec 2012)
Social map of the world

16. Displayadvertisingchoicesinternationallyare
fragmented

17. Localizing your
marketing

18. Thelocalcustomer

19. Understandthelocalcustomer
Who is the local customer?
• 68% M, 72% F buy online
• 61% of shoppers are 18-30
What do they buy online?
• 1. Clothing/Accessories
• 2. Cosmetics
• 3. Consumer electronics
How do they start their
shopping journey?
• Search
• Personal recommendation
• Taobao
How do they search?
• Combination of Chinese & English
• 12% buy on mobile
What customer experience is
important to them?
• Demonstration of etailer credibility
• Flexible payment methods, eg COD
• Flexible delivery options
Source: e-strategyblog, McKinsey, Nielson, Macquarie Research

20. Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse the competitor
customer profile

21. Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Flights to UK - Top 10
Advertisers (AU market)

22. Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Share of Voice - Ladies Fashion Top 10
Advertisers (UK market)

23. Identifyprimarycompetitorsbyproduct
category
Source: Mercury technology platform (Net Media Planet)
Market Saturation - Ladies Fashion
(Internationally)

24. Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse the competitor
customer profile

25. Analysecompetitordifferentiators
Source: Skuuudle.com
Compare your pricing to competitors by product

26. Analysecompetitordifferentiators
Analyse messaging that your competitors use
Source: Mercury technology platform (Net Media Planet)
Free Delivery
lead
Promotion lead

27. Understandthecompetition
• Identify primary competitors by
product category
• Analyse competitor
differentiators
• Analyse the competitor
customer profile

28. Analysethecompetitorcustomerprofile
Source: Facebook, Wisdom Network

29. Analysethecompetitorcustomerprofile
Source: Facebook, Wisdom Network

30. How people search
“Chain reaction cycles” “CRC”

31. True local events
“Look like royalty this Jubilee”“Look great this season”

32. Conversion rate
increased 3x

33. On-sitelocalisationincreasesconversionrate
Source: Net Media Planet clients
Conversion
Rate
Indexed
(100%)
English language
site in £
Local language
bridge page with
English site
Localised site
& currency
1.0 1.2x 1.7x

34. Driving incremental
international sales

36. Range + Local delivery Brand
Customer

37. Resultsin6months
• International +14% of all revenue
• International AOV x3.2 UK
86%
14%

38. • Phase based
budgeting
• Channels: PPC,
Display,
Remarketing
Awareness
building
Maximise direct
response
Insight based
actions
• Channels: PPC,
Remarketing,
Display (RTB)
• Site localisation
• Additional
resourcing
Build the international
expansion business case

40. Non-branded Paid Search
strategy

41. BrandawarenessgrewthroughPaidSearch

44. SearchandShopping

45. x5
Growth

46. Top5Takeaways
• Take an incremental approach
• Understand the local customer
• Differentiate from the competition
• Develop insights to improve localisation
• Call on experts to support your strategy

47. Leading search and display specialist
driving a step change in performance
Best Use of MobileGrand Prix Award Innovation in PPC Best Use of Mobile