how to boost global sales with multicultural content marketing

Speaking today:

Frank HartkopfHead of European ContentAxonn Media Ltd. London, UK

@Fruehstuecker

Eric Ingrand VP Content MarketingEnveritas GroupLondon, UK

@EricEVGEurope

Outline

1. Driving sales for Christmas

2. Emerging markets: a window of opportunity for

retailers

3. Implement a multicultural content marketing strategy

4. All I want for Christmas: 5 tips for ecommerce retailers

5. The most wonderful time of the marketing year

6. Holiday marketing lessons from Coca-Cola

7. 10 tips for a smooth launch into new markets

8. Hotels.com marketing strategies for emerging markets

Now speaking:

Driving sales for ChristmasThe Holidays: retail’s most important season

• In Germany, 25 million people are buying gifts online for Christmas – 1 in 2 internet users

• Time to spruce up your shop now in time for the big rush

• Engaging, useful, meaningful or entertaining content has become the key factor to attract traffic, increase dwell time and convert

John Lewis Christmas AdThe joy of giving gifts to the ones we love

http://johnlewis.scene7.com/is/content/JohnLewis/the_bear_and_the_hare_071113_mp4

Driving sales for ChristmasThe Holidays: retail’s most important season

Emerging markets: a window of opportunity for retailers

Emerging markets: Italy, Spain, Russia → strong growth of internet shopping

● huge potential: growing economies & emerging business markets

→ achieving success abroad is not easy!

→ need to adapt to cultural behaviours, differences and taste

● more established ecommerce nations: act sooner rather than later

Emerging markets: a window of opportunity for retailers

● need to understand local and cultural differences of each regionfor capitalisation on Christmas

● Globalisation means localisation→ McDonald’s: rice McMeals in China

Driving sales for Christmas

Source: http://www.mcdonalds.com.cn/cn/ch/food/a-la-carte-explorer-view/2-2.html

Implementing a multicultural content marketing strategy

→ written by native speaker

→ adapted to regional culture and behaviour

“Don’t translate - transcreate!”

Content for your customers abroad

Implementing a multicultural content marketing strategy

Review your online shop content

→ shoot new product photos

→ increase the information value of your product descriptions

→ use videos to show how to use your products

→ user reviews are a great way to convert buyers

All I want for Christmas5 tips for ecommerce retailers

Update your SEO

→ rank higher for the keywords your buyers search for

→ get up to speed with current best practices in SEO and content optimisation

→ get rid of any links from suspicious sites

→ create content for humans, but also understood by machines

All I want for Christmas5 tips for ecommerce retailers

Check the look and feel of your online shop

→ improve the visual appeal of your online shop (new colours, clearer design, intuitive navigation, …)

→ perform usability tests with volunteers

→ test your shop on different browsers/ mobile devices

All I want for Christmas5 tips for ecommerce retailers

Analyse your pricing and product range design

→ analyse last year’s Christmas sales data

→ check out what your competitors are doing on pricing

→ 67% of buyers are more likely to buy from brands whose content they enjoy (Axonn Media survey)

All I want for Christmas5 tips for ecommerce retailers

Make your user experience truly international

→ do not simply translate product descriptions and list prices: adapt to cultural expectations and interests

→ establish clear delivery costs and timescales for each country (detail pages)

→ make foreign customers aware of early international order

deadlines

All I want for Christmas5 tips for ecommerce retailers

→ convert sizes of clothes and shoes to foreign units

→ adapt your address form fields to local and regional customs

→ offer foreign buyers e-payment methods they are used to

All I want for Christmas5 tips for ecommerce retailers

Now speaking:

The most wonderful time of the marketing year?

→ Brands have the opportunity to become publishers! Use it

→ Best time of the year to engage with universal stories

→ It’s the time where you can enter homes, create souvenirs and get closer to your audience. Use it wisely.

→ Listen, adapt and create the right content for the right audience

→ Find out about Christmas traditions around the world here and start adapting your local communication plans: http://www.whychristmas.com/

Holiday marketing lessons from Coca-Cola→ Create Liquid Content

→ Ideas worth spread

→ Engage sincerely, you cannot fake it!

→ Coca-Cola transformed a brand into a media asset to create affinity with the audience

→ To know more watch the Video content 2020

10 tips for a smooth launch into new markets

Research, Engage, Local site, Test Avoid automated translation and even better

localize, don’t translate! Create high quality content Create a style guide for each market,

each language

10 tips for a smooth launch into new markets

Use local Social Media platforms

Act based on insights from web or social media

analytics

Create and follow a publishing calendar for web,

social & external blogging

Keep campaigns local

Identify influential bloggers and create a

relationship

Gather focus groups, community user groups…

Case Study: Hotels.com’s marketing strategies for emerging markets

→ Key Market driver for the next 3 years

→ Marketing and Communication strategies in new markets

→ 85 Localised web sites in 36 languages!

→ Social Media not as direct response marketing but as a trust builder

Hotels.com’s marketing strategies for emerging markets

→ Get Mobile

→ Track, measure, decide

→ Cultural and Linguistic differences

Wrapping it up

5 key takeaways

1. Seize the opportunity and focus on emerging markets 2. Implementing a multicultural content marketing

strategy will boost your sales cost-effectively3. Optimise your online shop for international customers4. Adapting to cultural and linguistic differences = better

conversion rates5. Never ever trust Google Translate

THANK YOU!

Questions?

Contact us: Frank Hartkopf: frank.hartkopf@axonn.co.uk@Fruehstuecker

Eric Ingrand: eric@enveritasgroup.com @EricEVGEurope