This document discusses strategies for international digital marketing. It emphasizes the importance of localizing content for different countries and cultures. Key recommendations include translating website content and digital ads into local languages, considering regional dialects and customs, developing country-specific keyword strategies, and optimizing sites, URLs and sitemaps for each market. The document also reviews tactics like SEO, PPC, social media, mobile marketing and affiliate marketing, providing tips for effective implementation and measurement of results for international customers.

2. Digital Marketing Model –
What you Should be Doing
International
Customers
Drive Traffic
Conversion
Sales

3. 11 C’s– Opportunities & Challenges in
International E-Commerce
•Country
•Consumers
•Communication
•Culture
•Customer
Service
•Competitors
•Currency
•Conversion
•Channels
•Content
•Costs

4. QUANTIFIABLE RESULTS
SOCIAL MEDIA
SEO & PPC
FOCUSED TARGETTING &
ADVERTISING
PROFESSIONAL TEAM

5. Overall Strategy for
International Digital
Marketing
1.SEO
2.Adwords/PPC
3.Social Media
4.Mobile Marketing
5.Affiliate Marketing

6. 1. Search Engine Optimisation
•
•
•
Approx 70% to 80% of search
traffic
Keywords, Site Navigation, URL,
Use of Videos & Meta Data All
Determine Quality Score
Medium/Long Term Strategy that
delivers more customers long
term
Long Term Process, but provides long
term benefits
•
Analytics illustrate why your site is
Effective / Ineffective & how to
improve Conversions (A/B Testing)
•
•
Keyword Allocation - Allocate the
keywords to the most suitable pages
of your site

7. What Makes Good SEO?
•
•
Domain Age – Favours Older
Domains
Attention Grabbing Text with Large
Bullet Pts & Text Location (Top left
Preferably)
•
•
Medium/Long Term Strategy that
delivers more customers long
term
Customised URL that includes
Keywords
•
Meta Data, Title tags, Heading
Tags & Alt Tags for Images
•
External Backlinks & Video
(Search Engine love video)
•
301 Redirects & eliminate
Duplicate Content

8. International Digital Marketing
• Global SEO involves targeting customers internationally
via the many global search engines.
• Create Copy in Multiple Languages
• Consideration of Regional Dialects & Colloquialisms
• Where a lot of companies fall short is not developing a
strong localisation strategy in their global SEO
practices.
• The differences between countries are far greater than
only the language

9. SEO Localisation
• Localisation isn’t simply translation.
• Your offers have to compel both search
engines and human beings.
• Search managers must develop cohesive
strategies that:
1. Localise Sites and
2. Localise SEO campaigns
.. In order to meet market expectations and
local search algorithms more effectively.

10. Translation Is Important!
A Leading Automobile Company
 Original: “Every car has a high quality body”
 Translation: “Every car has a high quality corpse” in Belgium
A Fizzy Beverage Brand
 Original: “Turn it loose“
 Translation: “Suffer from diarrhea” in Spanish
A Fast Food Brand
 Original: “Finger-licking’ good“
 Translation: “We’ll eat your fingers off” in China

11. Translation
Martijn Bertisen,
Industry Head,
Google UK's Retail
Vertical
• Top Apparel Retailers in the UK
receive just shy of 70% of their
traffic from Abroad
• Overseas UK online sales contribute
approx 13% of total online sales
• Highly recommends translation of
website content into local language
to increase conversions

12. Keyword Selection
• Keyword selection is the secret to success. It
may sound easy to localise by simply translating
what has worked in one language.
• However, translation is not localisation. That
approach eliminates the apparent and subtle
differences between international markets.
• Nuances among global, regional, and even local
languages may differ.

13. Keyword Mapping
• Keywords must be mapped effectively to digital
assets to gain traction in local markets.
• Mapping keywords to digital assets may increase
SE visibility, but true value is in how digital media
is used to sell a solution
• Checking out trending local search volume can
help to map assets effectively. If you’re mapping
to an existing page, use on-page content as a
guide for keyword selection.
• What terms best represent local viewpoints about
the content? Deploy keywords to mimic those
viewpoints on your assets.

14. URL Structure
• URL structure is important. Country-specific top-level
domains (TLDs) provide adequate carve out by region,
but it’s also a
• Good idea to distinguish language-centric content at the
domain level.
• For example, German market assets can be optimised
as a subdirectory (www​.exam​ple​.com/​de/) or as a
subdomain (www​.fr​.exam​ple​.com).
• Localising your URL structure allows your markets to
get an idea of the content on the site.

15. • Content is still king and the lifeblood of any International Digital
Marketing Google SEO campaign.
• Digital content should be localised to provide seam-less transition
from search to landing page to site architecture.
• Paid or organic, search engine results page (SERP) localisation —
including keywords, ad copy, title, and meta description — should be
consistent with other digital assets.
• Site searches should be localised as well. In addition, don’t forget to
update each localised sitemap appropriately.

16. 







Bid for your position against the competition
Higher your bid, higher your position. (1st not always
best)
Greater competition = greater cost
No charge if user sees your ad
Only pay if user visits your website
Clicks charged direct to credit card
Simple way to test if your website can work for you
Requires lots of testing to maximise ROI

17. What Makes Good PPC Ads?
Ad Rank
• Where does your Ad
appear in relation to
others?
• What Factors Affect Ad
Rank?
• How do I improve my Ad
Rank?

18. What Makes Good PPC Ads?

19. What Makes Good PPC Ads?
• Landing Page Relevance Improves Quality Score
• Include Primary Keyword
• Obvious Call to Action
• Negative Keywords
• Create multiple ads (eg 3) and rotate them

20. Internationalisation Of PPC
Campaigns
• Internationalisation of search and display
campaigns.
• Websites achieved an approx 20% increase in
conversion when landing pages and ads were
translated into the local language
• Websites achieved an approx 70% increase when
their websites were fully localised – with all
content translated in the local language and
products offered in the local currency.

21. 3. Social Media
SOCIAL MEDIA SITE DEVELOPMENT
FACEBOOK COMPETITIONS
INTEGRATED & BRANDED
CREATE COMPETITONS & APPS
SOCIAL MEDIA SITES
TO INCREASE FOLLOWERS
TO ENGAGE NEW & EXISTING
CUSTOMERS
& ENCOURAGE ENGAGEMENT
CONTENT DEVELOPMENT
DEVELOP CREATIVE & UNIQUE CONTENT
TO SHARE ON YOUR
SOCIAL MEDIA SITES
ADVERTISING
ADVERTISE ON SOCIAL MEDIA
WITH HIGHLY FOCUSED TARGETTING
TO ATTRACT RELEVANT CONSUMERS
£$€

22. Social Media – Micks Garage
Blog – Youtube – Twitter – Facebook – Google +

23. 4. Mobile Marketing
• Is your website optimised for mobile phones?
• Consumers know in a heartbeat when a site isn’t,
which leads to difficulty in uploading, navigating and
finalising transactions.
• Get the global competitive edge: make your site
mobile - and user-friendly.

24. 4. Mobile Marketing
• Test it to make sure it renders correctly on different
mobile devices because you want to effortlessly sell to
your international customers.
• Whatever success you have achieved through online
sales, use it as a mirror or basis for developing
mobile sales.
• Look for ways to encourage shopping and
transacting business on mobile devices. It’s the way
to a prosperous future in our connected world.

25. 5. Affiliate Marketing – Micks Garage
•Benefits of Affiliate Marketing with Micks Garages
•Free to Join
•Largest Online Parts & Accessories Range in Europe
•Award winning website with over 1 Million Car Parts & Accessories
•Free Delivery on Orders over €30Worldwide Delivery
•Average Order Value: €5070% of customers purchase within 24 Hours
•Banners, Links & Voucher Codes all available
•Dedicated affiliate support team
•Dedicated design team (custom ad creation available on request)
•Exclusive Voucher Codes

26. Digital Marketing in 2014
67%
INCREASE IN LEADS
FOR BUSINESS’
THAT BLOG/SOCIAL
MEDIA
UK RETAILS SALES
DIRECTLY THROUGH SOCIAL
MEDIA
ARE FORECAST TO
GROW TO
290M IN 2014
GOOGLE HIGHLIGHTS
HIGHLY FOCUSED
SITES TO TAG PRODUCTS &
TARGETTING:
PRICES TO IMPROVE SEO
AGE
ALLOWS E-COMMERCE
INTERESTS
LOCATION

27. Digital Marketing in 2014
CONSUMERS VIEW
33%
40%
OF SOCIAL MEDIA USERS
MORE PAGES ON ADVERTISERS SITE
ARE DECIDING WHAT TO BUY BASED ON
THAT IS MOBILE OPTIMISED REVIEWS, RECOMMENDATION ON SOCIAL MEDIA
24 %
ALMOST HALF OF 16-24 YEAR OLDS
OF PEOPLE
USE A 2ND SCREEN
WHEN WATCHING TV
USE MESSAGING/EMAIL/
SOCIAL MEDIA
WHILE WATCHING TV