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Exporting and the Internet

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

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Exporting and the Internet

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  1. Exporting and the Internet International Web, Search and Localisation strategy for UK Exporters

  2. Introduction • My name is Greig Holbrook M.A. (International Web Communication) • Oban Multilingual : Offices 26 Countries

  3. 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

  4. 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

  5. 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%

  6. 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

  7. 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

  8. Background and Context Poland: • Onet.pl : • WP.pl: • Google.pl • Interia.pl • PPC (mixed approach)

  9. 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

  10. Background and Context Holland: • Google.nl • Orange.nl • Vinden.nl

  11. Background and Context Holland: • Google.nl • Orange.nl • Vinden.nl

  12. 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?

  13. 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%

  14. Background and Context

  15. 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.

  16. Background and context Language of internet users:

  17. 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?

  18. Background and Context • 8 billion pages on Google • 66% of pages are not in English

  19. Export Strategy Health Check • Key principles of international web strategy for export. • Measuring performance: The importance of Web analytics. • Which countries use your site at present? • What trends can be identified? –Analyse patterns of usage. • Does your current site fit your export func.?

  20. Export Strategy Health Check • 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?

  21. International Web Strategy • Focus on localisation and relevance: Google, MSN, Yahoo etc • Hosting: Increasing importance of hosting: Where is your site hosted? • 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?

  22. International Web Strategy

  23. International Web Strategy Search Engine marketing: • What is SEO? • Why is it important generally/for exporters? • What is PPC? • Strategic opps

  24. International Web Strategy SEO: Search Engine optimisation • Technical • Keywords • Content • Link building • Online PR • Measurement • Multilingual SEO/International

  25. International Web Strategy PPC • Which engines • Keywords • Ad creative • Landing pages • Bid strategy • Conversion testing • Multilingual SEO/International

  26. 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.

  27. Exporting and the Internet International Web, Search and Localisation Strategy for UK Exporters

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