Online in Europe: Localization in International Marketing The Southern Maine Trade Education Program Series is sponsored by:
International Web Marketing Maine International Trade Center (MITC) Building Your Online Presence to Boost Exports: Europe as a Case Study Susanna Hardy, International Business Director, Europe www.ibtpartners.com @ Share this presentation: 2
Online Business in Europe Maine International Trade Center (MITC) Name Job Title E-mail Wade Merritt Vice President merritt@mitc.com Hannah Webb Trade Assistance Manager webb@mitc.com The Maine International Trade Center (MITC) works with IBT Partners to provide export and business development services for Maine companies exporting to Europe. Please see our dedicated Maine page http://ibtpartners.com/us/clients/state-economic-development-agencies/maine/ @ Share this presentation: 3
Online Business in Europe TABLE OF CONTENTS 4 Section 1: The Online World 5 Why are websites important for exporters? Section 2: Europe as a case study 9 Europe and the internet Hot trends: ecommerce, mcommerce and social media B2B use Section 3: Building a local website 15 Domain names Local credibility Local knowledge Section 4: Marketing a local website 19 SEO Trade Shows Distributors End Clients Q&A 28 @ Share this presentation: 4
The Online World - exporter routes to market Routes to market Same as in the USA: Direct to end clients (retailers or food processors) Via distributors Direct to consumers (ecommerce) BUT THEY ALL BENEFIT FROM A LOCAL ONLINE PRESENCE An in-market website: Allows you to be VISIBLE Enhances and guards your BRAND Gives you in-market CREDIBILTY Centralizes information (PRICES, PRODUCT LAUNCHES…) Organizes your MARKETING Measures your ROI @ Share this presentation: 5
The Online World: build your site Be visible = build a local site! In North America and the EU: 85% of business procurement commences online Remember Google in the USA, is NOT the same as Google in other countries e.g. Brazil = google.com.br and is in Portuguese Google.com and google.co.uk = totally different, despite the language similarity! SEO in your home market is NOT optimized for your export markets @ Share this presentation: 6
The Online World: market your site Grow your brand + be trusted = market your site! In North America and the EU: 93% of businesses research B2B purchases and judge potential business partners online In-market sites: A window to show you are export ready, willing and knowledgeable => trustworthy You control your brand @ Share this presentation: 7
The Online World: market your site Organize your marketing = use your site! In North America and the EU: 86% of B2B firms use social media In-market sites: One place => coordinate product launches, harmonize prices, centralize distributor resources Optimize trade shows Organize your marketing Measure your ROI @ Share this presentation: 8
Europe: Case Study - overview EUROPE – large, prosperous, easy to do business… Perfect for the internet! Europe = European Union (EU) plus Norway, Switzerland 505 million inhabitants, GDP: $18.5 Trillion, 7/20 of the world’s largest economies EU = I single trading bloc so 1 set of regulations, tariffs, rules…although some important country -specific exceptions EU: 28 countries, 24 languages, 9 currencies, although the Euro is 19/28 @ Share this presentation: 9
Europe: Case Study – priority markets 3 countries dominate the economic, political and business worlds: France, Germany and the UK 208 million people (= 41% of Europe’s total) GDP of $ 8.3 Trillion (= 45% of EU GDP) Spheres of influence: Germany = some of the most porous borders for business with Poland, Czech Republic Slovakia, Austria, Denmark, Netherlands… France = Belgium + Switzerland + strong ties in Spain, Italy and Northern Africa English = world’s business language + UK is a natural business partner for Northern Europe @ Share this presentation: 10
Europe Case Study: Europe online 505 million inhabitants EU 28 : 375 million internet users 225 million eshoppers Internet users in million (2014) Ecommerce spend in $ billion (2014) 80 150 60 71.73 161 100 57.08 55.43 40 50 20 72 65 0 0 United Germany France United Germany France Kingdom Kingdom @ Share this presentation: 11
Europe Case Study: Europe online Ecommerce is booming Ecommerce in the EU is booming UK, Germany and France = leaders EU ecommerce market = $485 Billion US ecommerce market = $268 Billion EU ecommerce growth for 2015: 18% est. EU retail growth forecast 2015: +2% Source: Digital Strategy Consulting @ Share this presentation: 12
Europe Case Study: the internet Cross-border sales within the EU Cross-border ecommerce growth = twice domestic sales rates 2015-2020 Barriers limiting cross-border online: Language Uncertainty on consumer rights (warranty, returns policy) Long delivery times Initiatives driving cross-border online: SEPA (Single Euro Payments Area) harmonization of online payments Initiatives to unify consumer rights (e.g. an EU-wide 14 days cool-off period) Initiatives to unify sales tax structure @ Share this presentation: 13
Europe Case Study: the internet Mcommerce buying and selling through wireless handheld devices EU mshoppers spent twice as much in 2014 as they did in 2013 ($30 Billion vs. $16 Billion UK = most mature mcommerce market, 28% of consumers use smartphones for shopping (19% in the US) European retailers are adapting by optimizing their websites to mobile devices and ensuring secure payments @ Share this presentation: 14
Building Local Websites : URLs Local domains – buy your local name Chose your highest priority markets (Germany, UK, France…) Buy your URLs (Uniform Resource Locators) in these markets: .de, .co.uk, .fr …. https://www.eurodns.com/ Cost? $20 a country… The more local domains you have, the more accessible you are at the local level Once a URL is bought by someone else, it’s hard to get it back @ Share this presentation: 15
Building Local Websites: country specific Market credibility = look local and feel local Country specific design = adapt design to local market: images, colour schemes, references Ensure coherency and be sensitive to the original site design Maintaining throughout your individual brand Example: Cadbury UK A very UK-specific design: images of the London skyline, London cabs, a story about a British architect… Truly British chocolate! Bought by Kraft Foods in 2010 @ Share this presentation: 16
Building Local Websites: country specific Local knowledge = trust, reliability Country specific content = localise your content Translate not just words but concepts, terminology, case studies etc. Note differences in dates, units of measurement, vocabulary, relevant case studies….. Example: Coca Cola UK (http://www.coca- cola.co.uk/) versus Coca Cola France (http://www.coca-cola-france.fr/) show brand consistency with local referencing @ Share this presentation: 17
Building Local Websites: translation More than translation: Don’t use Google Translate - One language per page Content translated by Google Translate is obvious and not valued Use a native-speaker – don’t skimp Remember to translate meta text, headings, page URLs, image captions etc. Relevant videos? If yes, include subtitles Avoid colloquialisms and abbreviations Translation Tip: Use flag icons, buttons or links to aid navigation Have clear links to pages in other language and highlight your company ‘multinational’ abilities @ Share this presentation: 18
Marketing Local Websites: get found Get found! Make sure Google likes your local site! Google Google market share in the USA = 67% European SEO = Google = 95% average market penetration Compare that to the USA! +200 different parameters in a Google search algorithm but the golden rule is be local and be active Country Leader Share Runner-up Share Spain Google 96% Bing 2% France Google 95% Bing 4% Italy Google 95% Bing 2% Germany Google 93% Bing 3% UK Google 89% Bing 7% USA Google 67% Bing 18% Source: The Webcertain Global Search and Social Report @ Share this presentation: 19
Marketing Local Websites: SEO Country specific search engine optimization (SEO) SEO is different in every market. You might be top of the heap on google.com, but bottom of the heap on Google.de, .fr, .co.uk …… . Getting found = great LOCAL keywords Great SEO boosters Geolocation : Automatically detect the browser language, IP address or country to redirect web visitors to the relevant local site Register with local directories and forums : Engage in local market directories, associations, forums – the more links the better Host locally: Businesses searching for local suppliers identify you more easily if you are hosted locally + faster upload with local hosting @ Share this presentation: 20
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