Marketing Live 2018: Plan and Prepare Your International Growth Journey
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Marketing Live 2018: Plan and Prepare Your International Growth Journey

KEVIN PERRY: Good morning. ALICIA SANCHEZ: Good morning. All right. Well, it’s great to be here
with you all this morning. And I’ll wager that
all of you here are interested in taking your
businesses internationally. So today, we’re
excited to talk to you a little bit about how Google
partners with its customers to go global. My name is Alicia Sanchez, and
I’m an international growth consultant. I have over eight
years of experience in international marketing and
digital measurement strategies. KEVIN PERRY: And
I’m Kevin Perry. I’m going a Go-to-Market lead on
our international growth team. And for the past four
years prior to this, I worked in Google’s
payment operations. Helping us launch and
optimize our business when we were launching
payments for new products in new countries. I’m excited to be here today,
to talk about the challenges that I faced and how, together,
on the international growth team, we’re here to help
you grow your business. ALICIA SANCHEZ: So going
global is a critical growth lever for today’s businesses. And it includes
diverse benefits, such as new revenue streams,
market diversification, as well as global brand
awareness increases. These are all key drivers
for your business. But making the decision
to go international is just the beginning, as there
are many challenges when you enter the global marketplace. So today, we’d like to
start with a little quiz– make it a little interactive– to highlight some
of these challenges. Kevin, take it away. KEVIN PERRY: So what
better way to make sure that you all are awake
than to start the quiz with a question about coffee? So which of these
nations consumes the most coffee per capita? Anything? So this is the first lesson– it’s actually Finland. And the reason we do this
is to really remind you that when you’re going
into new markets, you really need to do your
research because things may not always be
what they seem. And the markets where
you should enter first might actually be ones
that you didn’t expect. The next question
is about operations. So what’s the most popular form
of E-commerce payment in India? Cash on delivery? So it is actually eWallets. And this, again, just goes
to show your operations– you can’t make assumptions
that things would be the same as they are,
say, here in the US, where maybe credit and debit
cards are most popular. Or expectations that you
might have had, say, from 2016 or before, where
cash on delivery was actually the most
popular form of payment. But over the past year in India,
mobile wallet transactions have more than doubled. And it’s now the most
popular form of payment. Third question in
the quiz– last one– is around consumer behavior. So in which of
these countries are consumers the most
price sensitive when they’re shopping online? I know, I know. Just throw something out. I hear Germany and Greece. It’s actually Italy. And so the takeaway
here is that when you’re developing your
marketing campaigns, the messaging that you
use needs to really work with the consumer
behavior in these markets. And here’s the
statistic to back it up. So the takeaway here
is that you really don’t know what markets
you’re entering in and the consumers
that you’re going to target unless you do your
insights and do your homework. I’m ready to find out
more about how we do that. So let’s do this. ALICIA SANCHEZ:
Absolutely, let’s do it. So the how is what’s
really going to get us– that’s the tricky part. So we did a survey in 12 markets
with over 500 respondents. And we found two key
eye-opening insights. The first is that
60% of businesses find market insights to be the
starting point and something that they don’t have access to. And the second is
that 83% of businesses are slowing down
their expansion or not expanding at all due to some
of these operational barriers. So even though Google’s
primary value proposition is online marketing,
we knew that if we wanted to make a
difference for businesses with international
aspirations, we needed to deliver these insights
and an end-to-end solution for successfully
expanding internationally. And Google’s in an
unique position to help. We have loads of
expertise internally in all of these areas
that are required to scale internationally. And I’ll highlight
just a couple. For example– from a marketing
and localization perspective, we launch content
all around the world and especially
around seasonality. So for example, we’ll
launch Lunar New Year content in Southeast Asia. From a finance and consumer
payments perspective, we take payments from
all around the globe. And including on smartphones. And then our hardware
team actually has supply chain and
logistics expertise, as they launch
the Made By Google products around the world. So when you marry this with
the data capabilities of Google and our consumer behavior
information that we have, you get what we think is a
compelling set of solutions. So enter Market Finder. We’ve created Market Finder to
be an easily digestible place to find new markets. It also takes you
through the journey for planning your
operations and then, also, marketing yourself globally. So here’s a short video to
introduce Market Finder. [VIDEO PLAYBACK] – Hello, welcome
to Market Finder, a new Google tool that
helps small businesses find the best markets to
export their products to. Market Finder uses Google’s
unique data insights and search volume metrics to
help businesses make confident,
informed decisions about international growth. And it does it in a
matter of seconds. Let’s see how
Market Finder helps Claire, a manager at a
jewelry business, Argento, find the best export
opportunities. Market Finder scans her
website and identifies all the relevant
categories for the products that she can export. Based on Argento’s
product categories, Google’s unique search
volume metrics and insights show Claire the markets with
the highest export potential. Each market is ranked to
show the monthly searches for Argento’s
business categories, ease of doing business
in that market, and the markets household
disposable income. Claire signs up to get even
more detailed, insights, and market recommendations. Now, she can delve deeper
into the shortlisted markets. And compare and explore with
Google’s unique data insights. Market Finder has
six detailed profiles for each country that you
can search and use instantly. Claire wants to learn about the
logistics of exporting to Japan and expands the
economic profile. The search and
advertising profile shows how many people first
view her product online. Now, Claire checks internet use
during key purchasing stages and a number of weekly
online purchases by device. [END PLAYBACK] ALICIA SANCHEZ:
So as you can see, Market Finder goes to the three
main steps to going global– finding insights,
planning your operations, and marketing yourself globally. You can start with Market
Finder to really plan and create your go-to-market strategy. First, you’ll find
those insights and create a shortlist
of target markets. Then you can use the over
100 guides, articles, and case studies to
plan your operations and to market yourself globally. So today, we’re going to cover
each of these areas briefly. So let’s take a look
at finding insights. Planning and
prioritizing is core to what my team of international
growth consultants and I do when we create a plan
to go global for clients. We start with Google’s
bread and butter– data and insights. And we use that
to prioritize what those target markets should be. And you’ll need to
do this, as well, so that you can
deploy your resources and maximize your impact. We all know we can’t
do it all at once. So when you start
with Market Finder and create that
target list, you also want to marry that
with your data. Your data allows you to know
where the organic traffic is coming from and where
the organic demand is coming from for your
product and service. And we have a couple of
tools from our toolkit to help you do that. Google Analytics allows you to
analyze your website traffic for location and language. The Google Play
Developer Console allows you to take a look at
your KPIs across conversions and engagement globally. And Firebase Analytics
allows you to slice and dice your demographic information
to find any key trends there. And then, I’ll leave you
with two other tools, which you’re probably familiar with. Google Trends allows you to take
a look at user search behaviors and patterns across seasonality,
as well as geography. And then we have a treasure
trove of consumer behavior information by market. And you can take a look
at how consumers purchase and there’s guides by the
different markets globally. It allows you to take a look
at how internet users use the internet across the world.

About Ralph Robinson

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3 thoughts on “Marketing Live 2018: Plan and Prepare Your International Growth Journey

  1. Awesome video! Many thanks!😀 We also did a video about Growth Marketing!! Could you give me some feedback? Thank you! 😀


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