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EVENT with 21.11.2018
Transcript of EVENT with 21.11files.runet-id.com/2018/riw/presentations/21nov.riw18-red-dot-1330... ·...
EVENT with
21.11.2018
How To Enter Global Market: Latest Digital Marketing Trends Which Help To Succeed’
Hannes BenChief International [email protected]
01Forward3D Agency
Credentials
02Agile
International Expansion
03How To Enter
Global Market?
04Localise
Your Digital Journey
05 Growing your establish
markets
THERUNDOWN
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Forward3D is a global digital performance marketing agency, specialising in
data-driven and innovative campaigns.
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Or gani c Per f or mance
Di spl ay
Pai d Soci al
Pai d Sear ch
At t r i but ion
Dat a Sci ence Local i sati on
Tech
Cont ent
What we do
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Who we do it for
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12 offi ces
370+ empl oyees
90+ count r i es
50+ l anguages
Amsterdam
New York
Paris
London
Hamburg
Moscow
Dubai
Tokyo
Seoul
Shanghai
Hong KongSingapore
Our global capabilities
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GLOBAL AND LOCAL PLATFORMS RELATIONSHIPSCertified & recognised as thought leaders by all major local platforms
Full tech & APIs integration
Regular training for latest functionalities
Access to betas & new products
Agency account managers providing fast feedback
Industry & Market Insight Reports
AGILE INTERNATIONAL EXPANSION
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THE AGILE APPROACH
We have developed a four-step approach
providing a clear path to structure your
international localization efforts
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01STEP
02STEP
03STEP
04STEP
Understand global marketsIdentify markets to test
Test on a smaller scale PPC
Expand via localisation Website LocalisationSEO
Expand to other channels
Content MarketingProgrammaticDisplay
UNDERSTAND GLOBAL MARKET?
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Europe, Middle East & Africa – Search Engine Market Overview
94,23%
3,42%2,34%
Search
Other (0.9%)
73%
10,33%
6,18%4,74%
3,05%1,52%
Social
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US – Search Engine Market Overview
12,70%
86,17%
1,13%
Search
Other (<1%)
58,53%26,14%
10,00%5,33%
Social
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JAPAN MEDIA CHANNEL OVERVIEW
58%
37%
35%
11%11%
10%
Search
56,00%33,00%
11,00%
Social
Other
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SOUTH KOREA MEDIA CHANNEL OVERVIEW
82,00%
16,00%1,00%1,00%
Social
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GREATER CHINA MEDIA CHANNEL OVERVIEW
33,66%
27,72%
21,78%
5,94%
5,94%3,96%0,99%
China Social
46,00%
51,00%
2,00%1,00%
Taiwan SEM
63,00%
34,00%
2,00%1,00%
Hong Kong SEM
71,00%
13,00%
12,00%4,00%
C hina SEM
Other
Other
Other
TEST ON A SMALLER SCALE
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ORIGINATION
CONTENT CREATION METHODOLOGIES
LOCALIZATION
SE TRANSLATIONSMT & HPE
TRANSLATION
TRANS-CREATION
{Client A} Officiell ButikclientA.se/Shoppa i {Client A}officiella butik. Gratis retur. Handla online nu!
{Client A}officiella butikwww.clientAse/officiell-butikShoppa i {Client A} officiella butik. Gratis returnering. Handla nu!
{Client A} Officiell hemsidawww.clientA.se/Officiell-hemsidaAllt inom träning och sportmode. Köp alla nyheter online. Fri retur!
/ Localised:
/ Originated:
/ Translated:Performance by Ad Type:
Ad Copy Type CTR Uplift
Translated 49.19% -
Localised 49.84% 1.3%
Originated 52.69% 7.1%
Awareness
CASE STUDY
ORIGINATION FOR AWARENESS
Market: Sweden
ANALYSE MULTILINGUAL PPC TEST RESULTS
JP HB MEX ES SE DK AR INT ES MA
Orders and CVR by Language
Orders CVR
Solution: Launch GMST across 8 markets with the highest potential selected based on the background research data
Objective:Identify market opportunities & support expansion across those
Results: Top order contributors throughout the test period have been:
/ Japanese, Hebrew and Mexican Spanish
/ Hebrew, Danish and Malay have had the highest CVR
EXPAND VIA LOCALISATION
DIGITAL TOUCHPOINTS AND
CONTENT CREATION
04
FAQ / User Guide ForumsBlogs
02
Reviews / Blogs / Social / Direct EmailCategory Pages
01
PR / Word of mouthNews / Online-Social Ads / PPC
03
Landing Page Sign-up Form Product Page
05
Social / Blog Loyalty Schemes Email
AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY
FIX WHAT YOU’VE GOT
TEST AND OPTIMIZE
PERFORMANCE
LINGUISTICS
GROW & TEST MARKETS
EXPAND TO OTHER CHANNELS
Scenario Planning
Scenario planning combines forecasting abilities and the results of previous experimental studies to predict the expected outcomes of changes made in
the present
This is a foundational step for robust media mix planning and multi-channel budgeting
Media Impact Analysis
We use econometric testing methods to understand the incremental impact of specific media channels, tactics and campaigns
v v
