The document discusses best practices for international e-commerce based on a presentation by Derek Edmond. It provides statistics on global internet, social media, and mobile usage. The Americas have 633 million internet users with high penetration in North America and growing adoption in Central and South America. Key markets like Argentina, Brazil, and Mexico are outlined with their social media and e-commerce usage habits. Factors that impact international e-commerce are also reviewed such as domain architecture, mobile integration, language mapping, content marketing, and social media strategy.

1. Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Online Marketing
Best Practices for
International E-Commerce

2. Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

3. What does the international
online environment look like,
Globally, and in the Americas?
QUESTION
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

4. Global Digital Snapshot: Key Indicators
• +3 Billion active users online
• +2 Billion active social media profiles
• +3.6 Billion unique mobile users
• +1.6 Billion active social media profiles
accessing via mobile device
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

5. Global Digital Snapshot: Year on Year Growth
• Our population has grown 1.6% (115 million)
• +21% users online (+525 million)
• +12% social media adoption (+222 million)
• +5% growth in unique mobile users (+185
million)
• +23% growth in active social media profiles
with access via mobile device (+313 million)
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

6. Digital Snapshot: The Americas
• 633 million users online (979
million in region / 65%
penetration)
• 482 million active social media
profiles
• 1.068 billion unique mobile users
• 399 million active social media
profiles accessing via mobile
device
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

7. Fast Facts: The Americas
• 14% of the population, 21% of internet users,
23% of active social media accounts, and 15%
of the mobile connections
• Internet Use: 88% North America, 43% Central
America, 56% South America
• Social Media: 58% North America, 37% Central
America, 48% South America
• Mobile Connections: 101% North America, 91%
Central America, 126% South America
• Social / Mobile: 50% North America, 32% Central
America, 38% South America
• Broadband Access: 85% North America, 31%
Central America, 57% South America
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

8. Adoption & Usage Metrics in Key Markets
• Argentina: 75% internet penetration, 60% have active social media accounts, 144% with
mobile connections; 46% use social via mobile
– Top Social Media Profiles: WhatsApp, Facebook, Google+, Skype, and Twitter
– E-commerce: 47% used PC for research & 37% purchased / 24% researched via mobile & 17%
purchased (past month)
• Brazil: 54% internet penetration, 46% have active social media accounts, 135% with
mobile connections; 38% use social via mobile
• Top Social Media Profiles: Facebook, WhatsApp, Skype, Google+ and Twitter
• E-commerce: 37% used PC for research & 36% purchased / 22% researched via mobile & 15%
purchased (past month)
• Mexico: 49% internet penetration, 46% have active social media accounts, 84% with
mobile connections; 40% use social via mobile
• Top Social Media Profiles: WhatsApp, Facebook, Google+, Twitter, and Skype
• E-commerce: 27% used PC for research & 24% purchased / 18% researched via mobile & 14%
purchased(past month)
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

9. E-Commerce Usage Habits
Desktop
• 56% of the United States population has purchased something
online (ranked 4th amongst surveyed nations)
• 49% in Canada, 37% in Argentina, 36% in Brazil, 24% in Mexico
Mobile
• 18% of the United States population has purchased something
online via mobile device (ranked 10th amongst surveyed nations)
• 17% in Argentina, 15% in Brazil, 14% in Mexico, 13% in Canada
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

10. Multi-Platform Web Searches by Platform (Billions)
Via Google this past month: “more Google searches take
place on mobile devices than on computers in 10
countries including the US and Japan ”
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Search Engine Land http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369

11. What factors impact
international e-commerce in
today’s online environment?
QUESTION
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

12. Domain Architecture
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2

13. What’s About Google Search?
• Algorithm updates
• Huge penalties for spammers
• Better content and marketing
practices
• Trust
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

14. Mobile Integration
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

15. Mobile Integration
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Google https://www.google.com/webmasters/tools/mobile-friendly/

16. Language Mapping
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: http://www.komarketingassociates.com/blog/seo-strategies-for-multilingual-web-content/
• Keep the content for each language on separate web addresses / don’t mix languages on
the web page.
• Avoid side-by-side language translations.
• Consider cross-linking each language version of a page.
• Don’t use cookies to show translated versions of the page and avoid automatic redirection
based on the user’s perceived language.
• Use robots.txt to block search engines from crawling automatically translated pages on your
site.
• If content is duplicate or very similar across regional web pages – such as English variation
content on a German website – utilize the rel-canonical tag to alert Google to the preferred
destination.

17. What About “Content Marketing”?
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

18. Content Marketing Tactical Usage (North America)
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

19. Social Media Strategy
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

20. Social Media Strategy Performance
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

21. Resources:
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
• We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide
– http://www.slideshare.net/wearesocialsg
– https://twitter.com/wearesocial
• Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends
– https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
– https://twitter.com/salesforce
• Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.
– https://support.google.com/webmasters/topic/6001981
– https://twitter.com/googlewmc
• KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing

22. Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Thank You!
Who has questions?
Cover Slide Photo Source: LINK
Lead Photo: http://www.katc.com/story/27997828/brady-rallies-patriots-to-28-24-super-bowl-win-over-
seahawks