Online Marketing Best Practices for International E-Commerce for Discover Americas #DGMMiami

Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content

Online Marketing Best Practices for

International E-Commerce

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA


What does the international online environment look like,

Globally, and in the Americas?

QUESTION


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


Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

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)



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



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



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%


• 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%




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



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

What factors impact international e-commerce in today’s online environment?

QUESTION


Domain Architecture


Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2

What’s About Google Search?

• Algorithm updates

• Huge penalties for spammers

• Better content and marketing practices

• Trust


Mobile Integration


Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

Mobile Integration


Source: Google https://www.google.com/webmasters/tools/mobile-friendly/

Language Mapping


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.

What About “Content Marketing”?


Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Content Marketing Tactical Usage (North America)


Source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Social Media Strategy



Social Media Strategy Performance



Resources:


• 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

https://twitter.com/wearesocial





https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

https://twitter.com/salesforce

https://twitter.com/salesforce

https://support.google.com/webmasters/topic/6001981

https://support.google.com/webmasters/topic/6001981

https://twitter.com/googlewmc

https://twitter.com/googlewmc

http://www.komarketingassociates.com/

http://www.komarketingassociates.com/

https://twitter.com/komarketing

https://twitter.com/komarketing

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Thank You!

Who has questions?

Cover Slide Photo Source: LINKLead Photo: http://www.katc.com/story/27997828/brady-rallies-patriots-to-28-24-super-bowl-win-over-

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Online Marketing Best Practices for International E-Commerce for Discover Americas #DGMMiami

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