1) This webinar provided tips, techniques, and tactics for global marketing, focusing on opportunities in the German market. 2) Key insights about the German online audience were presented, including their preference for local content, reviews and certifications, careful research of product information, and use of search engines and video platforms like YouTube. 3) Recommended tactics included localizing website content and domains, optimizing for search engines like Google, utilizing reviews and certifications, testing with Google AdWords and social media platforms, and focusing video advertising on YouTube to measure and track campaign results.

1. ©Elucidate 2011
Webinar Series
Global Marketing:
Tips, techniques &
tactics

2. ©Elucidate 2011
Avvio Webinar: Global marketing tips,
techniques and tactics

3. International is a big place
International Online Marketing Strategy
31 May 2012
Maeve Kneafsey Managing Director
Online Strategy & Marketing
www.elucidate.ie

4. Researching your overseas markets
Spot the gap, position product
Understanding online users habits and
preferences
Purchasing behaviours and attitudes
Localising your message and tactics
Pilot testing your approach
Recording and measuring results

6. Where to start?
A. Business Goals
F. Measure B. Target Audience
– know your
Change customer
C. Needs
E. Tactics
Motivations
D. Habits
Preferences

8. Questions
Macro Micro
Economy Use of online
Population How access the web
Purchasing power How find information
Demographics Online preferences &
habits
Language (regions)
Online purchasing
Access to internet
behaviour

12. Local holidays, Fathers Day, seasonal foods
Live at home with mother 3 out 4 Italian men until 33
Not big drinkers of alcohol
Are big drinkers of alcohol
Like to be involve, run, make, touch
Quiet and piece
Noise and fun

13. Macro
Enterprise Ireland –
www.enterprise-ireland.com
Tourism Ireland
http://www.tourismireland.com/Home!/Latest-
Presentations-and-Reports/Know-Europe-Grow-
Europe.aspx
IDA
http://www.idaireland.com/news-media/featured-
news/german-irish-chamber-surv/
Research agencies
Amárach
http://www.amarach.com/resources.htm

14. Germany is on the up
Lucrative market
Cautious spenders
Opportunity

15. Behaviour & Attitudes

16. ©Elucidate 2011
Core Insights
• Want information in German
• Expect local contact number and person
• All carefully research product information and
reviews (91% influenced by test results, certification, experts)
• Quality product very important
• Honesty - truth

22. Micro
Understanding your online audience
Local reports & sources

24. Identify your most compelling
VALUE PROPOSITION
FOR THIS AUDIENCE

25. Online habits

27. A. Country • Google.de
Online Stats
• Google translate (Chrome)
• Google Blog
• Social mention

29. ©Elucidate 2011
German Online Stats
58% use
Youtube
50 million 83% use
monthly or
Germans use Search Engines
44% access more
Internet 47% for
internet via frequently
specific offers
Smart phone
33% use
76% use internet
Internet daily 34m (68%)
banking for
Germans
personal
purchased
banking
online 2010 2010
additional
Limited Credit 2.2m shoppers
card online in
ownership Germany

30. Qualitative
58% watch 32% Use Social
Books/Magazines
videos online Media weekly (IRL
most popular
monthly or 64%) 20m active
purchase online
more regularly on Facebook
(81%)
32% regularly
51% source Ebay most
info on leisure popular online
and events retailer (65%)
Clothing second most
most popular regular
10m Germans
purchase online
use
(28%)
58% as source StayFriends
33% consumer social network
of news
info and advice

31. ©Elucidate 2011
Culture and Context
Catalogue shopping – clothes, books
Payment and security
Careful shoppers – value top of the list
Father’s Day
Food by season
Not everyone gets it - Ireland

32. ©Elucidate 2011
KPI Germany Online

33. ©Elucidate 2011
Sources
• Enigma Gfk SE – Online Shopping Survey (OSS) 2010
http://www.gfk.com/group/press_information/press_releases/00561
8/index.de.html
• ARD Online Study 2010 – www.ard-zdf-onlinestudie.de
• Tourism Ireland
• Wikipedia.org
• Google.de
• Facebook
• Google Keyword Tools
• Others – Amárach Selling to the German Consumer
• Networking

34. ©Elucidate 2011
Insights opportunities
• Got to get positive reviews, certifications, tests
• Search Engines and Video viewing core preferences
• Local nuances – access to native (whiskey)
• Unique celebrations, cultural opportunities, Fathers Day,
Seasonal Gourmet tours, NO GOLF!
• Google key
• Translations key

35. ©Elucidate 2011
Tactics
Website – localised content & domain, optimised,
adapted to meet expectations
Reviews, certifications, blogs thumbs up
TEST - Google Adwords – localised and landing pages
Social networks potential plus StayFriends
YouTube – content and advertising – Google Adsense
Focus on region to pilot
Analytic tracking – goals and campaigns
Recording and measuring results

36. ©Elucidate 2011
Questions

37. ©Elucidate 2011
Avvio Webinars
To sign up email
training@avvio.com

38. ©Elucidate 2011
Latest news, resources and tips

39. ©Elucidate 2011
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40. Twitter: @avviotweets
Email: training@avvio.com
Guest presenter: Maeve Kneafsey
@canweelucidate
www.elucidate.com