E-Commerce & Smart Logistics: Building The Right Digital Foundation

Transcription

1 E-Commerce & Smart Logistics: Building The Right Digital Foundation

2 Derek Edmond Online Marketing Search Social Content Boston, MA

3 QUESTION What does the international online environment look like, Globally, and in the Americas?

4 Global Digital Snapshot: Key Indicators +3.4 Billion active users online +2 Billion active social media profiles +3.7 Billion unique mobile users +1.9 Billion active social media profiles accessing via mobile device Source: We Are Social -

5 Global Digital Snapshot: Year on Year Growth +10% users online (+332 million) +10% social media adoption (+219 million) +4% growth in unique mobile users (+141 million) +17% growth in active social media profiles with access via mobile device (+283 million) Source: We Are Social -

6 Digital Snapshot: The Americas 665 million users online (997 million in region / 67% penetration) 511 million active social media profiles billion unique mobile users 437 million active social media profiles accessing via mobile device Source: We Are Social -

7 Fast Facts: The Americas 14% of the population, 19% of internet users, 22% of active social media accounts, and 15% of the mobile connections Internet Use: 88% North America, 44% Central America, 60% South America Social Media: 59% North America, 40% Central America, 50% South America Mobile Connections: 104% North America, 88% Central America, 121% South America Social / Mobile: 52% North America, 35% Central America, 42% South America Broadband Access: 92% North America, 37% Central America, 73% South America Source: We Are Social -

8 Adoption & Usage Metrics in Key Markets Argentina: 80% internet penetration, 62% have active social media accounts, 141% with mobile connections; 48% use social via mobile Top Social Media Profiles: Facebook, WhatsApp, Google+, and Twitter E-commerce: 71% used PC for research & 50% purchased / 24% purchased via mobile device (in a 30 day timeframe) Brazil: 58% internet penetration, 49% have active social media accounts, 128% with mobile connections; 42% use social via mobile Top Social Media Profiles: Facebook, WhatsApp, Google+, Instagram, and Skype E-commerce: 52% used PC for research & 41% purchased / 21% purchased via mobile device (in a 30 day timeframe) Mexico: 47% internet penetration, 47% have active social media accounts, 81% with mobile connections; 41% use social via mobile Top Social Media Profiles: Facebook, WhatsApp, Twitter, and Google+ E-commerce: 40% used PC for research & 28% purchased / 16% purchased via mobile device (in a 30 day timeframe) Source: We Are Social -

9 E-Commerce Usage Habits Purchase Behavior Online 60% of the United States population has purchased something online via desktop or laptop (26% through a mobile device) Notable Countries: 77% in United Kingdom, 60% in Canada, 46% in Russia, and 44% in China Mobile E-Commerce Purchase Behavior Notable Countries: 43% in South Korea, 34% in China, 27% in the UK and Spain (the US ranked 10 th at 26%) Source: We Are Social -

10 Search Behavior and Growth in Mobile Device Adoption Share of online searches (US) initiated on a mobile device, by industry According to official Google statements, more than 50 percent of search queries globally now come from mobile devices. Source: Search Engine Land

11 Top Goals for Digital Marketing According to a report released earlier this year, marketers top priorities are a customer-centric focus (79 percent) and brand management (70 percent). 23 percent admitted that their marketing and commerce processes were not working well together, and they are struggling to connect all of the dots. Source: Search Engine Land

12 QUESTION What factors impact e- commerce in today s online environment?

13 Google Search Dominance? Source: Google

14 What s About Google Search? Algorithm updates Huge penalties for spammers Better content and marketing practices Trust

15 Domain Architecture Need Separate Websites? Marketing in North America, South America, Europe, Africa, or Australia? Not Essential Marketing in Asia (especially Russia, China, or South Korea? Should Be Considered Source: Google

16 Mobile Integration Source: Salesforce

17 Mobile Integration Source: Google

18 Mobile Campaign Tactics Source: Salesforce

19 Language Mapping Keep the content for each language on separate web addresses / don t mix languages on the web page. Avoid side-by-side language translations. Consider cross-linking each language version of a page. Don t use cookies to show translated versions of the page and avoid automatic redirection based on the user s perceived language. Use robots.txt to block search engines from crawling automatically translated pages on your site. If content is duplicate or very similar across regional web pages such as English variation content on a German website utilize the rel-canonical tag to alert Google to the preferred destination. Source:

20 Social Media Strategy Performance Source: Salesforce

21 Social Media Channel Emphasis Source: Salesforce

22 What About Content Marketing? Source: B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

23 Content Marketing Tactical Usage (North America) Source: B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs

24 Additional Resources: We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide Salesforce: Every year they release a new State of Marketing report covering B2B and B2C marketing trends Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest. KoMarketing: and

25 QUESTION Who should I trust???

26 10 Questions To Consider: Does the vendor ask questions about your business? How does the vendor explain their process? What benchmarks does the vendor recommend for measuring performance? Does the vendor have demonstrable client achievements? What members of the vendor s team will you actually work with? How does the vendor manage client projects? How does the prospective vendor keep pace with industry innovation? How active is the company in the industry? Will (CAN) the vendor provide references applicable to your business? What's the company's profile and / or company page look like on LinkedIn?

27 Questions?

28 E-Commerce & Smart Logistics: Building The Right Digital Foundation

29 Derek Edmond Online Marketing Search Social Content Boston, MA

30 We are active participants in a range of industry organizations & affiliations We contribute to a range of leading publications and industry events

31 What KoMarketing Does

32 Thank You!