organizing for success in emerging markets
DESCRIPTION
SMX London presentation from Yandex on organizing teams for successfully executing SEM in emerging markets.TRANSCRIPT
- 1. 1
Organizing for Success in Emerging Markets
17 May 2011 - 2. 2
Agenda
Configuration Strategies
Market Trends - 3. 3
Configuration Strategies - 4. 4
Three Broad Strategies
Global Command & Control
Regional Hub
Local Partner - 5. 5
Global Command & Control
Centralized team, usually run out of Corporate HQ
Usually very highly skilled in SEM tradecraft
Very engaged and data driven - 6. 6
Regional Hub
Decentralized, using regional teams
Generally more integrated into regional marketing strategies
Balancing global data needs with local realities; may also have local partner - 7. 7
Local Partner
Direct relationship between HQ and local market partner
HQ knows what they dont know
Local market differences are prioritized over global needs - 8. 8
Customer Strategies
Brand
KPIs
Conversion
Global Command & Control
Regional Hubs
Local Partners
Strategy
= 1 Customer; size of bubble indicative of size of spend - 9. 9
Potential Tradeoffs
Global Command & Control
Regional Hub
Local Partner
Global Reporting Consolidation
Coordination Costs
Localized KPI Performance
Localization Success
Translation Accuracy
Understanding of Search Engine
Use of Bid Management Platform
= Positive
= Negative
= Neutral - 10. 10
Trends - 11. 11
International Market Support
Alternative Search Engines are making it easier to do business outside local markets
Dedicated teams/services for non-local market clients
Support in English and help getting you started
Baidu International Services - http://is.baidu.com
Yandex International Business Development - http://advertising.yandex.com
Varying degrees of success but improving - 12. 12
Large Conversion Focused Budgets
Seeing large conversion focused budgets moving to Global Command & Control
Enterprise class bid management platforms are supporting change
World class SEM leaders are usually driving the change internally
Global accountability and transparency; budgets move to highest ROI - 13. 13
Complicated Global Scenarios
Drive for global accountability creates friction
Awareness of individual and team motivations are important
Reducing complexity reduces costs and performance; balance tradeoffs
Communication and relationships are key to success; cant be built from a distance - 14. 14
Thank You!
Preston Carey
Director, Business [email protected]