event with 21.11files.runet-id.com/2018/riw/presentations/21nov.riw18-red-dot-1330... ·...
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EVENT with
21.11.2018
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How To Enter Global Market: Latest Digital Marketing Trends Which Help To Succeed’
Hannes BenChief International [email protected]
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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
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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
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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
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TEST ON A SMALLER SCALE
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ORIGINATION
CONTENT CREATION METHODOLOGIES
LOCALIZATION
SE TRANSLATIONSMT & HPE
TRANSLATION
TRANS-CREATION
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{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
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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
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EXPAND VIA LOCALISATION
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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
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FIX WHAT YOU’VE GOT
TEST AND OPTIMIZE
PERFORMANCE
LINGUISTICS
GROW & TEST MARKETS
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EXPAND TO OTHER CHANNELS
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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
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Media Impact Analysis
We use econometric testing methods to understand the incremental impact of specific media channels, tactics and campaigns
v v