Exporting and the Internet

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

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Exporting and the Internet



International Web, Search and Localisation


strategy for UK Exporters


Introduction


My name is
Greig Holbrook M.A.
(International Web Communication)



Oban Multilingual : Offices 26 Countries


Background and Context

The Present:

UK


30m people online UK: 63% population


18.5 m buy products online


Email
-
Travel plans


9.9 m
-
broadband: 80% internet users (inc 61%)


Broadband users: twice long online:view 3.5 times
pages
-
60% all homes target


Background and Context

The Present:

UK



56% internet users go online every day


Average length of each session 53 minutes


UK users: 23 hours week online


Background and Context

Online advertising:

UK


UK valued: £2 billion


10.5% UK advertising share 2005


12.4% 2006


Search: 57.9%


Display:23.5%


Search grew 58%


Background and Context

E commerce:

UK



£35 Bn spent online 2006


18.7 m shop online


86% people compare prices


E commerce expected to grow £60 Bn by 2010


Background and Context

Poland:



12,200,000 internet users


30% increase from 2005


30 hours a month online


Broadband expected grow 60% by 2010


Local search engines/portals popular


27% population penetration


Background and Context

Poland:



Onet.pl :


WP.pl:


Google.pl


Interia.pl


PPC (mixed approach)


Background and Context

Holland:



10,800,000 internet users


170% increase from 2001


60 hours a month online


1.5 million broadband users


Euros:40 Million search


Local search engines/portals popular


65% population penetration


Background and Context

Holland:



Google.nl


Orange.nl


Vinden.nl



Background and Context

Holland:



Google.nl


Orange.nl


Vinden.nl



Background and Context




Web sites


Paid Search inc : Landing Pages


Display Advertising


Affiliate marketing


Online PR


Email


Web 2.0 inc social bookmarking


Conversion testing


Mobile marketing?



Background and Context




China: 137,000,000 10.4% 500%


Russia: 23,700,000 16.5% 665%


Germany: 50,000,000 61.2% 110%


UAE: 1,400,000 35.8% 90%


Poland: 11,400,000 29.9% 300%


France: 30,000,000 50% 270%


Denmark: 4,000,000 70% 100%


US: 210,000,000 70% 120%



Background and Context




170%
280%
400%
144%
600%
350%
0%
200%
400%
600%
800%
China
Russia
UK
Czech
Poland
Holland
Background and Context



70% of the European community cannot read English.


87% of web users search the web primarily in their
first language.


German importers are 4 times more likely to buy if
you present information in their language.


Over 60% of Spanish importers search the web in
Spanish looking for new opportunities.



Background and context

Language of internet users:


0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
English
Chinese
Japanese
Spanish
German
French
Korean
Background and Context



What is an international web site?


International web strategy?


Do you have one?


What is key to effective international web
strategy?


Why bother?


Main problem facing exporters on the web?


Background and Context




8 billion pages on Google



66% of pages are not in English


180%
165%
305%
291%
0%
50%
100%
150%
200%
250%
300%
350%
Asia
Europe
Middle East
Latin America
Export Strategy Health Check


1.
Key principles of international web strategy for
export.

2.
Measuring performance: The importance of
Web analytics.

3.
Which countries use your site at present?

4.
What trends can be identified?


Analyse

patterns of usage.

5.
Does your current site fit your export func.?


Export Strategy Health Check


1.
Key principles of international web strategy for
export.


Know your market !


Existing v New


UK strategy
-
Optimising Your reach


Create campaigns based on users


Translate?


US ?


Direct sales, Lead generator, New Dist, info?




International Web Strategy


1.
Focus on localisation and relevance: Google,
MSN, Yahoo etc

2.
Hosting: Increasing importance of hosting: Where
is your site hosted?

3.
Regional domain landscape:


What

s in a domain?: Impact of .Eu & other
domain names


Why consider buying a regional domain?


What costs are involved?


Which country domains are available?




International Web Strategy

0%
50%
100%
Spain
France
Germany
Russia
China
Google
MSN
Yahoo
Wanadoo
Buscador
AOL
Voila.fr
T Online
Baidu
Yandex
Begun
International Web Strategy


Search Engine marketing
:



What is SEO?


Why is it important generally/for exporters?


What is PPC?


Strategic opps





International Web Strategy


SEO
: Search Engine optimisation



Technical


Keywords


Content


Link building


Online PR


Measurement


Multilingual SEO/International







International Web Strategy


PPC



Which engines


Keywords


Ad creative


Landing pages


Bid strategy


Conversion testing


Multilingual SEO/International







International Search Engines


What search engines are searching in
2007 e.g accessibility


Issues for current search engine practice
e.g Sandboxing,URL naming


Search engine friendly websites and
design


Other forms of online marketing: email,
blogs, pop
-
over,pod casts.Asian model


1.


1.


1.


Exporting and the Internet

International Web, Search and
Localisation Strategy for UK
Exporters