Google’s Martijn Bertisen: The export strategy playbook
-
Upload
digital-journeys -
Category
Marketing
-
view
607 -
download
0
description
Transcript of Google’s Martijn Bertisen: The export strategy playbook
Martijn BertisenIndustry Director, Retail - Google UK/IE
Jellyfish Digital Journeys
How to create and implement an export strategy
$1.5tn 2014
Global e-commerce sales
Source: eMarketer, Jan 2014
The Internet is Borderless
Source: eMarketer, Jan 2014
The Internet is Borderless
$2tn 2016
Global e-commerce sales
$525.2bn
$58bn
$482bn
$342bn
→$597bn
→$71bn
→$404bn
→$856bn
2014→ 2016 $58bn →$68bn
$34bn→$46bnSource: eMarketer, Jan 2014
Asia will be the engine of growth
Years to Expand Outside of Domestic Market
Source: Press Search, Company Websites, OC&C analysis
41
6
3
6
32
32
2
16
1
24
6
19
New eCommerce players internationalise in years, not decades
Retail Content
TravelLeisure
£13bn
£45bn
2013
2020
Source: Market Reports by Vertical, OC&C analysis
UK ecommerce Exports£bn estimates
Online borderless trade will accelerate
eRetail
Digital Content Distribution
Demand Aggregators
Brand-Led Supplier Networks
Source: OC&C analysis
2262
8_GO
O000
4_Int
erna
tiona
l eCo
mmer
ce S
tudy _
v01 (
Revie
wing
With
Matt
&
Team
)
The winners can come in many different shapes
Your proposition must be amazing
Google Confidential and Proprietary
First, make sure you have a good proposition
Next, have a plan
1. Prioritise markets & identify the easy wins
2. Consider testing with marketplaces
9. Invest behind the key markets
11. Reinvent your supply chain
10. Localise where it matters to customers
12. Develop a global view of customers
4. Develop and invest in a clear strategy to build awareness and drive traffic
5. Develop pricing strategy to profitably serve international markets
6. Organise to deliver your ambition
3. Determine the right multichannel approach for you
7. Establish the last mile solution
8. Invest in a scalable payments platform
The CEO’s Playbook to InternationalisationPrepare Grow LeadLaunch
Prioritize markets & identify the easy wins
The degree of market readiness is critical
Google Confidential and Proprietary
Do your research using real time data
Google Trends
8.2m customers | deliver to 237 markets |>60% of revenue
Localize where it matters to customers
Multi-Language sites & global delivery enable expansion
Google Confidential and Proprietary
Localize your language www.beautybay.com
Understand the local consumer
Country Insights Industry Insights
EXPORT STRATEGISTS
Consumer Barometer
Develop and invest in a clear strategy to build awareness and drive traffic
Google Confidential and Proprietary
Open University: fueling global education
Brand Building
eg PR, Events
Near Free Sources
eg Facebook, Twitter
Paid for Sources
eg PPC, banner advertising
Acquiring customers globally Global Market Finder
Ability to spot and respond fast to evolving demand
‘Selective’ and resource-light localisation
Cost effective routes to build awareness and customer volumes
Where can Google help?