Michael Kleindl conference on Friday 13th of 2013 at Madrid International Lab. Part I: Why choose Madrid to invest? Part II: Marketing online opportunities.

1. plenummedia
Why choose Madrid to invest?
Marketing online opportunities
by Michael Kleindl
1

2. plenummedia
Part I. Why choose Madrid to invest?
Significant regional economy
International Business Center
Exceptional Human Capital
Geostrategic location
Leadership in innovation
Excellence in services and a solid industrial base
Unique Quality of Life
2

3. plenummedia
Significant regional economy
3

4. plenummedia
Significant regional economy
Significant regional economy
1. Madrid region has grown 2.2% during the 2001-2012 period above the
Spanish average (2.1%), the Eurozone’s (1.2%), the EU’s (1.4%), and the USA
(1.6%).
2. Madrid is the number one Spanish region by GDP (2010), representing over
19.7% of the Spanish economy, and 13.7% of the population.
3. Madrid is the economic engine, and the first financial center in Spain.
Furthermore, the region is Europe’s 3rd financial center and the 4th
worldwide.
4. The region is the main business center in Spain, with over 500,000 active
companies in 2010. 39% of the 500 largest companies are headquartered in
Madrid (2012).
5. Madrid is home to: 60% of Spanish companies employing over 5,000
persons, 43% of companies with over 1,000 employees, and 39% of
companies with more than 500 employees (2012).
6. Madrid is the 3rd European region in terms of purchasing power (GDP per
capita: 32,616 €), with a population of 6.5 million (2012).
4

5. plenummedia
International Business Center
5

6. plenummedia
International Business Center
International Business Center
1. The Madrid Region is the 3rd European destination regarding foreign
companies’ investment projects. Of the latter, close to 66% hail from the EU,
and 16% from the US (2012).
2. Madrid is the 3rd European city and the 7th worldwide in number of
multinational companies with operations headquarters.
3. There is a favorable fiscal policy for foreign companies: holding companies,
taxes consolidation, fiscal bonifications for R&D activities. Moreover, Spain
is the country with the least fiscal pressure among the largest EU
economies.
4. Expatriates enjoy a limited 24% tax rate, and Madrid has the lowest regional
income tax in Spain.
5. Madrid is the 3rd best European city in terms of office space availability, only
behind Bucharest and Berlin (2012). The office space availability in the
Madrid Region is close to 1.3 million sq. meters (2012).
6. The salary cost in Madrid is lower than those of Copenhagen, Dublin,
Brussels, London, Munich, Berlin, Amsterdam, Paris or Milan (2012).
6

7. plenummedia
Exceptional Human Capital
7

8. plenummedia
Exceptional Human Capital
Exceptional Human Capital
1. Madrid has highly-qualified, and flexible professionals, available at
competitive costs, which stand out for their adaptability and creativity skills.
2. The Madrid Region has 16 universities, which provide companies with 36,000
graduates and 1,800 doctors every year (2009-2010). These universities
collaborate closely with companies and the scientific investigation
community.
3. Madrid boasts some of the world’s most prestigious business schools like
the Instituto de Empresa (IE Business School), IESE or ESADE.
4. For the 2012-2013 school year, Madrid will have 446 centers (public and
subsidized private ones) where bilingual classes will be taught to over
100,000 students.
5. The Madrid Region ranks 2nd in Europe in terms of workers with a university
degree (2010).
6. 20% of Madrid’s population is of foreign origin and 19% of foreigners
residing in Spain live in the Madrid Region (2012).
8

9. plenummedia
Geostrategic Location
9

10. plenummedia
Geostrategic Location
Geostrategic location
1. The Madrid Region is a gateway to a potential market of almost 1,300 million
persons, made up of the EU, the Mediterranean area, and Latin America.
2. Madrid is the 7th best city in international transport connections, and the 5th for
domestic connections within Europe (2012).
3. Madrid is at the center of the rail and road radial systems that communicate by
land all of the Iberian Peninsula and the latter with the rest of Europe.
4. The Barajas Airport, 12 km away from the capital, is the most important in terms
of cargo and passenger transit in Spain. Barajas ranks 4th in Europe in passenger
transit (2011). It has a 70 million passengers per year capacity, and currently 50
million transit there each year.
5. Barajas concentrates 56% more operations, 71% more passengers, and 259%
more cargo traffic than the 2nd airport in Spain (2012).
6. The logistics companies in Spain have concentrated their operations in Madrid,
which represents 83% of the business’ domestic volume (2012).
10

11. plenummedia
Leadership in innovation
11

12. plenummedia
Leadership in innovation
Leadership in innovation
1. Madrid is the 1st Spanish region in R&D expenditure vs. GDP, investing
2.02% when the national level is at 1.39%, and 2% for the EU. The average
money spent on R&D per inhabitant in the Madrid Region in 2010 was 597€,
almost double than the national average (310 €).
2. Madrid is ranked 2nd European Region in number of workers (214.000) in
high-tech industries and knowledge-related intensive services (2012).
3. The Madrid Region’s parks and clusters network comprises 12 clusters and
4 technology parks, and occupies an area of 12 million sq. meters (2012).
4. 33% of ICT companies in Spain are located in the Madrid Region, 19% of the
Biotech companies, and more than 62% of the companies in the aerospace
sector (Data from 2009, 2007 and 2010).
5. 38% of the people working in the ICT sector, 53% in the Biotech sector, and
59% of the aerospace sector in Spain work in the Madrid Region (Data from
2011, 2009 and 2007).
12

13. plenummedia
Excellence in services and solid
industrial base
13

14. plenummedia
Excellence in services and sollid industrial base
Excellence in services and solid industrial base
1. The services sector represents 81% of the Madrid Region’s GVA (2010).
Madrid is the 1st Spanish region in number of workers in the services sector,
with a total of 2.4 million (17% of the national total) (2011).
2. The Madrid region hosts 152 banks operating in Spain (more than half are
from abroad), with over 14,700 offices or branches, of which 17% are in
Madrid (2010).
3. Madrid is the number 1 engineering region in Spain. The sector represents
6.3% of the region’s GDP (2009).
4. Spain occupied in 2010 the 3rd rank worldwide in conferences and events,
only behind the US and Germany. The Madrid Region received 29% of
Spain’s business tourism (2011).
5. In 2010, in the city of Madrid, more than 11,000 events and meetings were
organized, attracting over 1,000,000 visitors, in addition to almost 90 national
and international fairs.
14

15. plenummedia
Unique quality of life
15

16. plenummedia
Unique quality of life
Unique Quality of Life
1. Spain ranks 1st in Europe by expatriates in quality of life (Expat Explorer
Survey 2010, Expat Experience. HSBC Bank) and Madrid is the 6th European
city in terms of quality of life according to employees (European Cities
Monitor. Cushman & Wakefield. 2010).
2. Madrid hosts over 366,000 European residents (29% of the Madrid Region’s
foreigners), which makes it the 2nd Spanish region in number of European
residents (2012).
3. Madrid has 50 international schools where official foreign studies are taught,
especially EU and US (2012).
4. Madrid has over 100 museums, 69 theaters, 107 concert venues, 125 movie
theaters, and 600 buildings declared artistic heritage (2012).
5. Madrid offers 85,000 retail stores and 92 malls.
6. As per gastronomy, in Madrid, one can choose among 47,000
establishments: nearly 8,000 restaurants (12 of which have been awarded a
Michelin star), 2,100 cafeterias, and 37,000 bars that offer a broad sample of
the best cuisine (2012).
16

17. plenummedia
17

18. plenummedia
Part II. Marketing online opportunities
Why is internet marketing important?
Objectives of Internet Marketing
I'm ready to deploy marketing online?
Tools
SEO Versus SEM
Search Engine Marketing (SEM)
Search Engine Optimization: SEO
Social Media Marketing
Email marketing
Landing Page
Landing Pages for mobile
Google Adwords for mobile
Corporate Video
18

19. plenummedia
Why is Internet marketing important?
Why is internet marketing important?
It gives companies the ability to:
 Drive high quality customers to
their website
 Increase sales leads from
customers looking for their products
and services
 Build their brand online by
communicating marketing messages
to their target audience
 Increase their profile against their
competitors
 Target a global audience via
international search engines
Be accountable with ROI tracking
(SEM)
19

20. plenummedia
Objectives of Internet Marketing
Objectives of Internet Marketing
Communicate a company´s
message about itself, its
products, or its services online
Conduct research as to the
nature (demographics,
preferences, and needs) of
existing and potential customers
Sell goods, services, or
advertising
space over the Internet
20

21. plenummedia
I’m ready to deploy marketing online?
I’m ready to deploy marketing on line?
The Internet presents businesses with great opportunities to improve
their marketing effort and perhaps gain competitive advantage
The extend to which a business takes up these opportunities depends
on some important considerations:
1. Does the firm deal in appropriate products for online sales?
2. Does the firm have the internal IT resources and skills to monitor
and maintain a website?
3. Does the business leadership have a
Strategic plan for e-commerce?
4. What are the financial and technological
capabilities of the business?
21

22. plenummedia
Internet tiene papel fundamental en la comunicación
22

23. plenummedia
Tools
Tools
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Marketing
4. Email Marketing
5. Landing Pages
6. Landig Pages for mobile
7. SEM mobile
8. Corporate Video
23

24. plenummedia
eMail Services
Newsletter
Domain, eMail
Accounts
SEM
Paid Search Engine
Advertising Advertising
Video, Youtube, Ad Direction
others
Education Global online
SEO
PIMS marketing Optimization of
In house
strategy for the natural results
SMB
Webpage,
Landingpage
PC / Mobile Social Media
Domain/email
accounts
24

25. plenummedia
SEO vs SEM
SEO vs SEM
SEO: Search Engine Optimization
SEM: Search Engine Marketing
SEM
SEO SEM
25

26. plenummedia
Internet magnitud
1.400 mio persons online via
PC
26

27. plenummedia
Of the internet users
worldwide have
bought online
27

28. plenummedia
2.000 mio
Searchs per day
28

29. plenummedia
Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
What is Seo?
Act of modifying a website to increase its ranking in
organic (unpaid) listing of Search Engine
How do organic search listings work?
To rank well in organic search, as an IM strategy, SEO
considers:
• How search engine works
• What people search for
• The actual search terms typed into search engine
• Which search engines are preferred by targeted audience
Optimizing website
• Editing contens of web site
• Editing its HTML
• Editing associated coding to increase its relevance to
specific keywords
List of Search Engines
Google
Yahoo
Bing 29

30. plenummedia
Search Engine Marketing(SEM)
Search Engine Marketing (SEM)
What is Search Engine Marketing (SEM)?
Act of Marketing a web site via Search Engine
by
purchasing paid list
What are paid Listings?
There are listings that search engines sell to
advertisers,
usually through paid placements
In Simple words
Advertisers say Nokia, approaches search
engines say Google with their ad (created by
Marketing Research team) and ask them to
show it in Google search engine whenever
someone searchs for relevant topics (related
to the product).
30

31. plenummedia
Search is still the main driver…
In € mio
Search Engine Marketing Investment, Spain Forecast 2011 - 2015
31
Source: iabSpain.net and PwC,ZenithOptimedia 2012

32. plenummedia
Social Media Marketing (SMM)
Social Media Marketing (SMM)
The process of marketing through social media sites like
Twitter, Facebook and You Tube:
Provides tremendous reach at a fraction of the cost of
traditional marketing methods
Social Media tools and platforms are websites where you
can place and spread your marketing messages
Attract links, and as result, enhance SEO efforts
It´s vital to help small business by offering free advertising,
plus it´s sociable and fun at the same time
Promotional activities in social media aside from the
content being promoted, including: blogging, commenting
on other blogs, participating in discussion groups, and
posting status updates on social networking profiles
9

33. plenummedia
Of total time spent on
line is in Social Media
33

34. plenummedia
Email Marketing
Email Marketing
1. What is Email marketing?
• Promotion of products and Services via Email
• Variety of Formats: Text Messages, Graphics-based Ads and Newsletters,
Rich Media (Multi – Media ads)
• Self – Service or Full Service Email Programs Include:
– List Building
– Creative design
– Message delivery
– Campaign results tracking
• List management
2. Why Email marketing?
• The goal of marketing is to attract in, and generate sales of products or
services
• Email marketing is a perfect medium to pick up where other marketing leaves
off
• It´s cheaper than the traditional bulk postage mail
• When done correctly, email marketing can be an extremely powerful and
effective marketing technique
34

35. plenummedia
Landing Page
Landing Page
Example 1
Example 2
Example 3
Example 4
35

36. plenummedia
Landing Pages for Mobile
Landing Pages for mobile
The landing page has to be able to
be displayed completely without the
user having to use the zoom.
The design should be simple,
prioritize the content.
Design the page to be easily used
with a touchscreen and not with a
mouse pad.
The distances between the different
click buttons has to be big enough.
Use only mobile functions.
Make it easy to enter in contact.
36

37. plenummedia
Google Adwords for Mobile
Google AdWords for mobile
Spacial Features:
Location extension
Include the telephone number
and the address of the
company.
Telephone extension:
When the user clicks on the
telephone number shown, the
smartphone calls immediately.
37

38. plenummedia
Of Europeans see
videos on-line
38

39. plenummedia
Corporate Video
Corporate Video
Example 1
Example 2
Example 3
39

40. plenummedia
Corporate Video
Corporate Video: Distribution across the Web
Online video is one of the fastest growing
advertising formats on the Internet and
Plenummedia not only produces the video.
But also distributes it across different
video platforms.
40

41. plenummedia
Michael Kleindl
michael@kleindl.com
Móvil: +34 667 712 180
clientes@plenummedia.com
Camino del Tomillarón 194,
Las Rozas de Madrid 28231, Madrid
Telf. 91 154 71 20
www.plenummedia.com
41