Search marketing investment decisions - a global perspectiveJob board Division

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Introducing Evenbase Jobsite

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EvenbaseWhere we are

Our portfolio spans 55 countries, includes a network of over 60 recruitment sites and employs more than 400 people. We have multiple office locations including North America, United Kingdom, Italy, United Arab Emirates and Australia, with aggressive plans in place for further expansion

Focus Countries Global Reach

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Due diligenceDo PESTLE analysis • Check Legal & Ethical – this can be as simple as checking the

regional jurisdiction of your brand’s trade mark which will influence Google trade mark embargoes;

• Check the meaning of your brand name - Vauxhall & Chevy Nova “no va” in Spanish means “it doesn’t go”;

• Use Boston Matrix to place your brand – is it the same in your ‘new’ markets.

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Brand identity in new marketYou will be a challenger brand yes but…• Disruptive?• Leader?• Alternative?The answer will affect:1 Ad copy – tone & messaging2 Consider trend / issue hijacks 3 Paid v natural – earned, bought and owned media4 Channels video, mobile, tablet, news, internet

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Keep it REALResources for Everyone are Always Limited:

Plot impact/CPA against effort. High CPA & low effort should deliver high traffic levels. Agree what success looks like and benchmark it.

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Mobile increases internet use

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Consider:• Scale• Comms planning, are you awake while target market sleeps;• Expertise;• Influence;• In-house team’s ability to learn.

In-house v out-sourced

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Get Scotty out of the engine room

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Know your hero & enemy

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Knowledge is powerSign up to:•Mashable•Business Intelligence (BI – have channel focuses)•Search Engine Land

•Follow global media buyers

•Use curate.me to pull in relevant information

•Do clear your history when checking how your listings are doing