e-commerce belin expo - google - kamil glenszczyk
TRANSCRIPT
Proprietary + Confidential
How to Reach a Global Consumer and Unlock New Export Opportunities through Digital.
Kamil Glenszczyk
● Ex UJ and UEK student, now at Stanford● Based in Dublin● Executing marketing strategies for major clients of Polish
market through cooperation with top tier media houses● Passions: Skiing, hiking and martial arts.
Account Manager - LCS PL
Kamil Glenszczyk
Proprietary + Confidential
Agenda
See Global Transformation of Brands
ThinkUseDo
Turn Your Business upside down!
Free Google Export Resources
Go Global but Think Local
Google’s Specialist Global Expansion Team
40+ Export Consultants & Country Specialists
covering 20+ countries,Localisation support
covering 65+ languages
Global Transformation of Brands
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Internationalisation is changing...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
eCommerce players export in years, not decades...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
High Penetration
Low Penetration
Source:: World Bank 2014
Internet Penetration as % of population
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Opening new global markets has become much faster & easier
Change of Rules in the Global Trade
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
?
Turn your business upside down!
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Locals go global
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Is there enough market potential? What are entry barriers?
What is the interest in the category?
Market size = number of queries
Is the interest growing or declining?
Dynamics of query growth
Cost per Click Cost you pay for
getting to the consumer
Competition saturation
Cost you pay for getting to the
consumer
How do we assess the attractiveness of the market?
After entering a query, there is a global trade passage created
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
We live in the highly digitized world
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Less cost, less time, less uncertainty
Today with the Internet
How can I be successful in international markets?
Free Google Export Resources
Google Trends
Proprietary & Confidential
Google Trends
Google TrendsWWW
The Google Trends tool uses real-time search data to help you measure consumer search behaviors over time.
Discover the searches that are trending right now, top charts by Category and News Stories associated with the spike.
Find Top Charts by Category to see who is leading the pack.
See search term trends by country and period, and compare these with other search terms.
Proprietary & Confidential
Google Trends - trending searches
Google Trends analyzes a percentage of Google web searches to figure out how many searches were done over a certain period of time.
For example, if you search for tea in Scotland in March of 2007, Trends analyzes a percentage of all searches for tea within the same time and location parameters.
Google TrendsWWW
Proprietary & Confidential
Google Trends - trending on YouTube
Discover trends for YouTube(last 24h)
Using viewership data and top web curators, YouTube Trends surfaces popular videos in real time, and analyzes phenomena within the YouTube community.
Google TrendsWWW
Proprietary & Confidential
Google Trends - TOP Charts
TOP Charts
Explore charts of the most searched real-world people, places and things.
Google Trends TOP Charts
WWW
Consumer Barometer
Proprietary & Confidential
Consumer Barometer
Consumer Barometer
WWWŹródło: https://www.consumerbarometer.com/en
The Consumer Barometer delivers consumer insights to support planning and decision-making in a fast changing digital landscape. Insights include:
The Multi-Screen World section aims to quantify and understand Internet usage and attitudes across various devices, both online and offline.
The Smart Shopper section focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.
The Smart Viewer section provides insights into people’s recent online video use across different devices.
- time of day and location viewership- level of attention or focus- favourite types of content- demo and psychographic breakdown
ThinkWithGoogle Export
Proprietary & Confidential
ThinkWithGoogle Export
Google offers powerful marketing tools and free translation tools to help you attract, communicate with, and sell to audiences everywhere in the world.
Whether you're a team of one or one thousand, you can create and grow a global business today.
Think with Google Export website
WWW
Global Market Finder
Proprietary & Confidential
Global Market Finder
Find your global AdWords opportunity. With Google Global Market Finder, you can find opportunities to reach over 1.9 billion customers around the world.
Go global now - automatically translate keywords into your customers' language.
Geographic distribution - see where customers are searching for your product, from Albania to Zimbabwe or anywhere in between.
Estimate cost - make the most out of your ad budget by comparing cost estimates across languages and locations.
Google Global Market Finder
WWW
Google Website Translator
Proprietary & Confidential
Google Website Translator
Google Website TranslatorPlug-in designed to have your website available in
90+ languages.MORE HERE
Source language
Translationplug-in
Target language
Google Translator Toolkit
Proprietary & Confidential
Google Translator Toolkit
> Upload an AdWords Editor Archiveinto the Translator Toolkit
> Share your translated files with your translators and SEA specialists
> Have your campaign optimized through the Toolkit’s campaign editor
Google Translate Toolkit tool
WWW
Confidential & Proprietary
= VideoVideo =
1B+ users
75 countries
61 languages
~60% non-domestic views
50%+ mobile
+50% hours watched YoY
40 mins / session
Build a Global Brand with YouTube
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Think GlobalBuild a global strategy, not a national + international one.
Go LocalYour foreign presence needs a different approach than your home market.
Get the right insightInternet can help you find your next market
Be creative and think 10 XThink big and let us help you achieve your ambitious goals
Today with the Internet
Your Market is Global.Let’s Talk Export!
Thank You.