TFM&A 2015: When cultures collide, International SEO – the secret of real insight

When cultures collide:

international search – the real secret behind 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.

A near miss

Translation is NOT localisation

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 Tools

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.

Itenglian

Spargentinian

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.

Our Top 5 Tips To Avoid

Cultural Catastrophe

1) Cultural Awareness

2) Interaction – how we buy

3) Payment Preferences

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

FREE Global E-commerce Calendar

To collect your FREE desk calendar, please stop

by stand S30