Online in Europe: Localization in International Marketing The - - PowerPoint PPT Presentation

▶
online in europe localization in
SMART_READER_LITE
LIVE PREVIEW

Online in Europe: Localization in International Marketing The - - PowerPoint PPT Presentation

Apr 03, 2024 432 likes •730 views

Online in Europe: Localization in International Marketing The Southern Maine Trade Education Program Series is sponsored by: International Web Marketing Maine International Trade Center (MITC) Building Your Online Presence to Boost Exports:

slide-1
SLIDE 1

Online in Europe: Localization in International Marketing

The Southern Maine Trade Education Program Series is sponsored by:

slide-2
SLIDE 2

2

Maine International Trade Center (MITC) Building Your Online Presence to Boost Exports: Europe as a Case Study

Share this presentation: @

International Web Marketing

Susanna Hardy, International Business Director, Europe www.ibtpartners.com

slide-3
SLIDE 3

3

Share this presentation: @

Online Business in Europe

Maine International Trade Center (MITC)

The Maine International Trade Center (MITC) works with IBT Partners to provide export and business development services for Maine companies exporting to Europe. Please see our dedicated Maine page http://ibtpartners.com/us/clients/state-economic-development-agencies/maine/ Name Job Title E-mail Wade Merritt Vice President merritt@mitc.com Hannah Webb Trade Assistance Manager webb@mitc.com

slide-4
SLIDE 4

4

Share this presentation: @

Online Business in Europe

TABLE OF CONTENTS 4 Section 1: The Online World

  • Why are websites important for exporters?

5 Section 2: Europe as a case study

  • Europe and the internet
  • Hot trends: ecommerce, mcommerce and social media
  • B2B use

9 Section 3: Building a local website

  • Domain names
  • Local credibility
  • Local knowledge

15 Section 4: Marketing a local website

  • SEO
  • Trade Shows
  • Distributors
  • End Clients

19 Q&A 28

slide-5
SLIDE 5

5

Share this presentation: @

The Online World - exporter routes to market

Routes to market

Same as in the USA:

  • Direct to end clients (retailers or food processors)
  • Via distributors
  • Direct to consumers (ecommerce)

BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE An in-market website:  Allows you to be VISIBLE  Enhances and guards your BRAND  Gives you in-market CREDIBILTY  Centralizes information (PRICES, PRODUCT LAUNCHES…)  Organizes your MARKETING  Measures your ROI

slide-6
SLIDE 6

6

Share this presentation: @

The Online World: build your site

In North America and the EU: 85% of business procurement commences online Remember

  • Google in the USA, is NOT the same as Google in other

countries e.g. Brazil = google.com.br and is in Portuguese

  • Google.com and google.co.uk = totally different, despite

the language similarity!

  • SEO in your home market is NOT optimized for your

export markets

Be visible = build a local site!

slide-7
SLIDE 7

7

Share this presentation: @

The Online World: market your site

Grow your brand + be trusted = market your site!

In North America and the EU: 93% of businesses research B2B purchases and judge potential business partners online In-market sites:

  • A window to show you are export ready, willing and

knowledgeable => trustworthy

  • You control your brand
slide-8
SLIDE 8

8

Share this presentation: @

The Online World: market your site

Organize your marketing = use your site!

In North America and the EU: 86% of B2B firms use social media In-market sites:

  • One place => coordinate product launches, harmonize

prices, centralize distributor resources

  • Optimize trade shows
  • Organize your marketing
  • Measure your ROI
slide-9
SLIDE 9

9

Share this presentation: @

Europe: Case Study - overview

EUROPE – large, prosperous, easy to do business… Perfect for the internet!

  • Europe = European Union (EU) plus Norway, Switzerland
  • 505 million inhabitants, GDP: $18.5 Trillion, 7/20 of the world’s

largest economies

  • EU = I single trading bloc so 1 set of regulations, tariffs,

rules…although some important country-specific exceptions

  • EU: 28 countries, 24 languages, 9 currencies, although the

Euro is 19/28

slide-10
SLIDE 10

10

Share this presentation: @

Europe: Case Study – priority markets

3 countries dominate the economic, political and business worlds: France, Germany and the UK

208 million people (= 41% of Europe’s total) GDP of $ 8.3 Trillion (= 45% of EU GDP) Spheres of influence:

  • Germany = some of the most porous borders for business with

Poland, Czech Republic Slovakia, Austria, Denmark, Netherlands…

  • France = Belgium + Switzerland + strong ties in Spain, Italy and

Northern Africa

  • English = world’s business language + UK is a natural business

partner for Northern Europe

slide-11
SLIDE 11

11

Share this presentation: @

Europe Case Study: Europe online

EU 28 :

  • 505 million inhabitants
  • 375 million internet users
  • 225 million eshoppers

Internet users in million (2014) Ecommerce spend in $ billion (2014)

57.08 71.73 55.43 20 40 60 80 United Kingdom Germany France 161 72 65 50 100 150 United Kingdom Germany France

slide-12
SLIDE 12

12

Share this presentation: @

Europe Case Study: Europe online

Ecommerce is booming

  • Ecommerce in the EU is booming
  • UK, Germany and France = leaders
  • EU ecommerce market = $485 Billion
  • US ecommerce market = $268 Billion
  • EU ecommerce growth for 2015: 18% est.
  • EU retail growth forecast 2015: +2%

Source: Digital Strategy Consulting

slide-13
SLIDE 13

13

Share this presentation: @

Europe Case Study: the internet

Cross-border sales within the EU

Cross-border ecommerce growth = twice domestic sales rates 2015-2020 Barriers limiting cross-border online:

  • Language
  • Uncertainty on consumer rights (warranty, returns policy)
  • Long delivery times

Initiatives driving cross-border online:

  • SEPA (Single Euro Payments Area) harmonization of online

payments

  • Initiatives to unify consumer rights (e.g. an EU-wide 14 days

cool-off period)

  • Initiatives to unify sales tax structure
slide-14
SLIDE 14

14

Share this presentation: @

Europe Case Study: the internet

Mcommerce buying and selling through wireless handheld devices

  • EU mshoppers spent twice as much in 2014 as

they did in 2013 ($30 Billion vs. $16 Billion

  • UK = most mature mcommerce market, 28% of

consumers use smartphones for shopping (19% in the US)

  • European retailers are adapting by optimizing

their websites to mobile devices and ensuring secure payments

slide-15
SLIDE 15

15

Share this presentation: @

Building Local Websites : URLs

Local domains – buy your local name

Chose your highest priority markets (Germany, UK, France…)

Buy your URLs (Uniform Resource Locators) in these markets: .de, .co.uk, .fr….

https://www.eurodns.com/

Cost? $20 a country…

The more local domains you have, the more accessible you are at the local level

Once a URL is bought by someone else, it’s hard to get it back

slide-16
SLIDE 16

16

Share this presentation: @

Building Local Websites: country specific

Market credibility = look local and feel local

 Country specific design = adapt design to local market: images, colour schemes, references  Ensure coherency and be sensitive to the

  • riginal site design

 Maintaining throughout your individual brand Example: Cadbury UK  A very UK-specific design: images of the London skyline, London cabs, a story about a British architect…  Truly British chocolate! Bought by Kraft Foods in 2010

slide-17
SLIDE 17

17

Share this presentation: @

Building Local Websites: country specific

Local knowledge = trust, reliability

 Country specific content = localise your content  Translate not just words but concepts, terminology, case studies etc.  Note differences in dates, units of measurement, vocabulary, relevant case studies….. Example: Coca Cola UK (http://www.coca- cola.co.uk/) versus Coca Cola France (http://www.coca-cola-france.fr/)  show brand consistency with local referencing

slide-18
SLIDE 18

18

Share this presentation: @

Building Local Websites: translation

More than translation:

Don’t use Google Translate - One language per page

 Content translated by Google Translate is obvious and not valued  Use a native-speaker – don’t skimp  Remember to translate meta text, headings, page URLs, image captions etc.  Relevant videos? If yes, include subtitles  Avoid colloquialisms and abbreviations  Have clear links to pages in other language Translation Tip: Use flag icons, buttons or links to aid navigation and highlight your company ‘multinational’ abilities

slide-19
SLIDE 19

19

Share this presentation: @

Marketing Local Websites: get found

Get found! Make sure Google likes your local site!

Google  Google market share in the USA = 67%  European SEO = Google = 95% average market penetration Compare that to the USA!  +200 different parameters in a Google search algorithm but the golden rule is be local and be active

Country Leader Share Runner-up Share Spain Google 96% Bing 2% France Google 95% Bing 4% Italy Google 95% Bing 2% Germany Google 93% Bing 3% UK Google 89% Bing 7% USA Google 67% Bing 18%

Source: The Webcertain Global Search and Social Report

slide-20
SLIDE 20

20

Share this presentation: @

Marketing Local Websites: SEO

Country specific search engine optimization (SEO)

 SEO is different in every market. You might be top of the heap on google.com, but bottom of the heap on Google.de, .fr, .co.uk…….  Getting found = great LOCAL keywords Great SEO boosters Geolocation : Automatically detect the browser language, IP address

  • r country to redirect web visitors to the relevant local site

Register with local directories and forums : Engage in local market directories, associations, forums – the more links the better Host locally: Businesses searching for local suppliers identify you more easily if you are hosted locally + faster upload with local hosting

slide-21
SLIDE 21

21

Share this presentation: @

Marketing Local Websites: social media

Social Media

Europe = mobile and more engaged in social media than the US  300 million active social media users  Facebook = clear leader, followed by Google+, Twitter  Local markets have local players: e.g. Studivz in Germany, Viadeo in France, Tuenti in Spain, Naszaklasa in Poland) It is ok to:  Leave videos in English but include subtitles  Leave technical documents in English  Send blogs to non-English speaking targets

slide-22
SLIDE 22

22

Share this presentation: @

Marketing Local Websites: trade shows

Optimizing trade shows

Example of MEDICA Companies spend an average $60,000 per trade show – Medica cost?  40% more leads generated through local online marketing  Defined online marketing strategy in place at least 6 weeks before the show; 3 months is better!  Flag your attendance via local website, local social media…  Engage via local website with show organiser  Local associations, B2B procurement sites, show sponsors SEO Tip: Attending a large international trade every year? Then dedicate space on your website fulltime:  highlights your commitment  stay connected with leads  asserts you an industry expert

slide-23
SLIDE 23

23

Share this presentation: @

Routes To Market: distributors

Distributors

The best distributors find you!

Local search = local distributor

Make sure they also have a good website and engage in social media

Remember, you can manage your distributors through your website: centralizing prices, product information, launches, events, news….

DO NOT hand your brand over to a distributor

slide-24
SLIDE 24

24

Share this presentation: @

Routes To Market: end clients

End Clients

Selling to end clients in international markets = requires local reach Your local website will:

  • Give your company the footprint it needs to

interact with and reassure your client

  • Offer in-market support
  • Be a platform to interact with local technical

partners

  • Maintain a regular, consistent dialogue
slide-25
SLIDE 25

25

Share this presentation: @

Using Local Websites

Metrics and Return on Investment (ROI)

Tools  Analytical tools  Online marketing tools  Content management system tools  Define your international online objectives  Your business model helps define the type of website and your online objectives  Implement processes and tools to help you track, measure and evaluate success

slide-26
SLIDE 26

26

Share this presentation: @

Conclusion and Next Steps

A local website = an exporter’s best friend Build it – use it

In-market websites = affordable and effective Visibility + credibility Organize sales process Control + enhance your brand Coordinate your export markets: optimize product launches, harmonize prices, centralize distributor resources, leverage trade shows Measure the impact + adapt your marketing

slide-27
SLIDE 27

27

Share this presentation: @

Further Reading and Sources

Contact us at: info@ibtpartners.com

Sources: European Commission Export.gov Census.gov Ecommerce Europe: Europe B2C Ecommerce Report 2014 EMOTA: Update on E-commerce in Europe Centre for Retail Research: Online Retailing: Britain, Europe and the USA 2014 Centre for Retail Research: Online Retailing: Britain, Europe, US and Canada 2015 Intershop: E-commerce Report, Fall 2013

Suggested further reading: We have a wide selection of (free) downloadable resources on our website – see www.ibtpartners.com/us/resources/ Most popular:  Exporter guides to specific countries  Optimizing websites for European search engines  Ecommerce in Europe  Support your distributors online  15 tips for a user friendly website

slide-28
SLIDE 28

28

Share this presentation: @

Q & A

Q&A – your chance to ask…. Everything you ever wanted to know but were scared to ask on how in-market websites can help your exports grow Type your questions in the chat box!