TFM&A 2015: When cultures collide, International SEO – the secret of real insight
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Transcript of TFM&A 2015: When cultures collide, International SEO – the secret of real insight
Your guides for the tour
Hayley “Haych” Phoenix-Stones
With more than 18 years experience in digital marketing,
Haych is truly passionate about search, international
business and cultural marketing. Working alongside brands
such as UGG, The Cloud WiFi, Gucci and many of the
leading UK Universities. As channel manager she builds
effective and lasting relationships.
Emily Mace
As Global Head of SEO at Oban, Emily works on the
overall strategy and development of SEO campaigns.
She focusses on the development of strategies to
provide clients with meaningful insights into a return on
investment for all our campaigns including Sports Direct,
the BBC and De Beers.
Where next?A new wave of global e-commerce growth has seen emerging markets start to see huge double digit growth.
20% -
30%
Growth
Internationalisation is no longer a stranger
Amazon reported 44.5% of its total sales
come from the company’s foreign websites.
Asos - the UK’s leading online fashion retailer which
ships to 180 countries receives more than 43.1% of its revenue from
outside the UK.
But even big brands get it wrong
Tesco – Fresh & Easy stores – USA
Tesco’s American dream – Fresh & Easy stores in California, Arizona
and Nevada turned into a cash black hole with £1.5 billion losses!
But brands that play their cards right learn about
their target market’s culture, their audience,
online preferences, shopping habits and tastes.
Language and Linguistics
Switzerland has four official languages and apart from the
native Romansh language none were “born” in
Switzerland (German, French and Italian).
In the case of Indonesia, it has approximately 700
languages spoken at any one time.
Localisation
Your online marketing strategy should always take into account local knowledge.
Remember:
• Engagement
• Unique cultural insight
• Localisation
• Personal tastes
Give them what they want. In any country. In any language.
At any time.
4) Faith, Festivals and Religion
• Sharia
compliance :
shopping carts
literally shut
down at
prayers
• Seasonality is
not the same
in every
country
5) Cultural Curveballs
• Japan is a nature that thrives
on CUTE
• Even safety railing gets the pink
bunny treatment