multilingual search marketing industry updates - dec 2013

35
© Search Laboratory Ltd 2014. All rights reserved. Leeds: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (718) 514 9866 MULTILINGUAL UPDATES DECEMBER 2013

Post on 11-Sep-2014

487 views

Category:

Marketing


0 download

DESCRIPTION

From France's booming ecommerce to Italy's internet tax this presentation looks at what's new in the global search marketing industry

TRANSCRIPT

Page 1: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

MULTILINGUAL UPDATESDECEMBER 2013

Page 2: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

LÉA COSTANTINIJEAN-YVES SCAURI

FRANCE

Page 3: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

ECOMMERCE IS ON THE UP IN FRANCE. 66% of consumers have bought online in 2013.

SOURCES Journal Du Net

Page 4: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

…But 96% OF FRENCH CONSUMERS STILL PLANNED TO BUY THEIR X’MAS GIFTS IN SHOPS. The

French tend to distrust logistic companies to deliver goods on time in December.SOURCES Journal Du Net and Atlantico

Page 5: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

59% OF FRENCH CONSUMERS ALSO SAID THEY PLANNED TO BUY GIFTS ONLINE. This is up from 56% in 2012. Click & collect is the preferred method.

SOURCES Journal Du Net and Atlantico

Page 6: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

FRENCH CONSUMERS SPEND A LONG TIME COMPARING AND REVIEWING ONLINE PURCHASES… SOURCES Journal Du Net and Atlantico

Page 7: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

…AS A RESULT FRANCE HAS ONE OF THE LOWEST RETURN RATES IN EUROPE. France’s 10-15% rate is much lower than Germany’s 20-25%.

SOURCES Journal Du Net and Atlantico

Page 8: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

THE FRENCH ARE INCREASINGLY MOBILE. Tablets have doubled in use in the last year – from 8% in 2012 to 17% in 2013 – and a third of the population own a smartphone.

SOURCES Journal Du Net

Page 9: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

GLORIA GAVRILOVICLISA HESSLER

GERMANY

KAI MICHAELSEN

Page 10: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

GOOGLE HAS INTRODUCED ‘SEARCH, PLUS YOUR WORLD’ IN GERMANY. This is an integration of Google+ information to make search

results more personal. SOURCE seosweet.de

Page 11: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

GOOGLE+ USERS WILL SEE SERPS POPULATED WITH PHOTOS, POSTS, PAGES & PROFILES FROM THE NETWORK.SOURCE seosweet.de

Page 12: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

HANNOVER IS NOW A WiFi CITY. The city’s population is now offered free WiFi in 16 public locations. The city of Dresden plans to emulate this scheme in the summer.

SOURCE Bild

Page 13: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

KEYWORD ADVANTAGE FOR SUPPLIERS. Keywords such as “direktverkauf”, “factory outlet” or “outlet” have great conversation rates – but can only be used if the supplier can prove that they offer the goods cheaply because they’ve excluded the wholesalers. This is due to Germany’s anti-competitive law. SOURCE Mediadonis

Page 14: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

DAVIDE TIEN

ITALY

Page 15: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

ITALY HAS PROPOSED A NEW INTERNET TAX TO TARGET DIGITAL ADVERTISING.

SOURCE Reuters

Page 16: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

DUBBED THE ‘GOOGLE TAX’ THIS WOULD HIT THE SEARCH ENGINE AS WELL AS FACEBOOK. The tax is predicted to raise at least €1 billion.

SOURCE Reuters

Page 17: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

ANA MIRAMBELL

MEXICO

Page 18: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

MEXICO HAS ROLLED OUT A ‘STAMP OF QUALITY’ TO BE AWARDED TO CREDIBLE ECOMMERCE SITES.

SOURCE www.sellosdeconfianza.org.mx/

Page 19: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

SASKIA ROSKAM

NETHERLANDS

Page 20: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

THE ELDERLY ARE NOW USING THE INTERNET TWICE AS OFTEN. 80% of 65-75-year-olds now access the web regularly for shopping and banking.

SOURCE CBS

Page 21: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

TWITTER’S POPULARITY IN THE NETHERLANDS HAS CRASHED. While the number of accounts remains stable at 3.5 million, the number of average visits to the site per week has nearly halved.

SOURCE Z24

Page 22: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

A NETHERLANDS’ HEALTH INSURANCE COMPANY SPENT ITS ENTIRE €1 MILLION AD BUDGET ON A CHARITY DONATION…SOURCE Marketing Online

Page 23: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

…THE COMPANY MADE A ONE MINUTE VIDEO. For every person who watched the video they donated €1 to the cancer trust. €2 for a share.

SOURCE Marketing Online

Page 24: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

ED LANGLEY

NORWAY

Page 25: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

NORWAY’S ECOMMERCE SPEND INCREASED IN QUARTER THREE. B2C sales were up to NOK20.3 billion (around £2 billion), with holidays and leisure accounting for 19% of this.

SOURCE emarketer

Page 26: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

DESKTOP DOMINATED THESE PURCHASES, ACCOUNTING FOR 86% OF SALES. Tablets were responsible for 9% of these and mobile 4%.

SOURCE emarketer

Page 27: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

MAKSIMS VISNAKOVS

RUSSIA

Page 28: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

YANDEX HAS ANNOUNCED PAID LINKS WON’T COUNT ANYMORE. From 2014 paid links won’t be taken into consideration in commercial search queries in Moscow.

SOURCE Yandex

Page 29: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

PATRICK VAZQUEZ

SPAIN

Page 30: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

SPANISH ADVERTISERS SHIFTING THEIR BUDGETS TO MOBILE. Mobile ad spend was up 20.3% for the first half of 2013. Meanwhile the total digital ad spend was down 6% year-on-year.

SOURCE IAB Europe

Page 31: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

MOBILE SEARCH SPEND WAS ALSO UP 58.3% TO €3.8 MILLION.

SOURCE IAB Europe

Page 32: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

JENNIE LINDEHOFF

SWEDEN

Page 33: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

ONLINE CHRISTMAS SHOPPING MORE POPULAR THAN 2012. Sweden’s major ecommerce

stores have reported a sales increase of 26%.

SOURCE Internet World

Page 34: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

SWEDEN’S ADVERTISERS WARM TO CONTENT MARKETING. 80% of marketers said content marketing was an effective way to enhance

their brand. SOURCE Emarketer

Page 35: Multilingual Search Marketing Industry Updates - Dec 2013

© Search Laboratory Ltd 2014. All rights reserved.

Leeds: +44 113 212 1211

London: +44 207 147 9980

New York: +1 (718) 514 9866

Thanks for reading

If you have any questions please e-mail us at: [email protected]