e-Commerce & Smart Logistics: Building The Right Digital Foundation

e-Commerce & Smart Logistics: Building The Right Digital Foundation

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Description: What does the international online environment look like, Globally, and in the Americas?:- Adoption & Usage Metrics in Key Markets:- Argentina: 80% internet penetration, 62% have active social media accounts, 141% with mobile connections; 48% use social via mobile–Top Social Media Profiles: Facebook, WhatsApp, Google+, and Twitter, E-commerce: 71% used PC for research & 50% purchased / 24% purchased via mobile device (in a 30 day timeframe).

 
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Contents:
E-Commerce & Smart
Logistics: Building The
Right Digital Foundation

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing
Search • Social • Content

Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

QUESTION

What does the international
online environment look like,
Globally, and in the Americas?

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Global Digital Snapshot: Key Indicators
• +3.4 Billion active users online
• +2 Billion active social media profiles

• +3.7 Billion unique mobile users
• +1.9 Billion active social media profiles
accessing via mobile device

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Global Digital Snapshot: Year on Year Growth
• +10% users online (+332 million)
• +10% social media adoption (+219 million)

• +4% growth in unique mobile users (+141
million)
• +17% growth in active social media profiles
with access via mobile device (+283 million)

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Digital Snapshot: The Americas
• 665 million users online (997
million in region / 67%
penetration)
• 511 million active social media
profiles

• 1.072 billion unique mobile users
• 437 million active social media
profiles accessing via mobile
device

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Fast Facts: The Americas


14% of the population, 19% of internet users,
22% of active social media accounts, and 15%
of the mobile connections



Internet Use: 88% North America, 44% Central
America, 60% South America



Social Media: 59% North America, 40% Central
America, 50% South America



Mobile Connections: 104% North America, 88%
Central America, 121% South America



Social / Mobile: 52% North America, 35% Central
America, 42% South America



Broadband Access: 92% North America, 37%
Central America, 73% South America

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Adoption & Usage Metrics in Key Markets


Argentina: 80% internet penetration, 62% have active social media accounts, 141% with
mobile connections; 48% use social via mobile





Brazil: 58% internet penetration, 49% have active social media accounts, 128% with
mobile connections; 42% use social via mobile





Top Social Media Profiles: Facebook, WhatsApp, Google+, and Twitter
E-commerce: 71% used PC for research & 50% purchased / 24% purchased via mobile device (in
a 30 day timeframe)

Top Social Media Profiles: Facebook, WhatsApp, Google+, Instagram, and Skype
E-commerce: 52% used PC for research & 41% purchased / 21% purchased via mobile device (in
a 30 day timeframe)

Mexico: 47% internet penetration, 47% have active social media accounts, 81% with
mobile connections; 41% use social via mobile



Top Social Media Profiles: Facebook, WhatsApp, Twitter, and Google+
E-commerce: 40% used PC for research & 28% purchased / 16% purchased via mobile device (in
a 30 day timeframe)

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

E-Commerce Usage Habits
Purchase Behavior Online


60% of the United States population has purchased something
online via desktop or laptop (26% through a mobile device)



Notable Countries: 77% in United Kingdom, 60% in Canada,
46% in Russia, and 44% in China

Mobile E-Commerce Purchase Behavior


Notable Countries: 43% in South Korea, 34% in China, 27% in
the UK and Spain (the US ranked 10th at 26%)

Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Search Behavior and Growth in Mobile Device Adoption
Share of online searches (US) initiated on a mobile device, by industry

According to official Google statements, more than 50
percent of search queries globally now come from mobile
devices.
Source: Search Engine Land http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Top Goals for Digital Marketing
According to a report
released earlier this year,
marketers’ top priorities are
a customer-centric focus (79
percent) and brand
management (70 percent).

23 percent admitted that their marketing and commerce
processes were not working well together, and they are
“struggling to connect all of the dots.”
Source: Search Engine Land https://www.cmocouncil.org/download-center.php?id=310

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

QUESTION

What factors impact ecommerce in today’s online
environment?

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Google Search Dominance?

Source: Google http://returnonnow.com/internet-marketing-resources/2015-search-engine-market-share-by-country/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

What’s About Google Search?

• Algorithm updates
• Huge penalties for spammers
• Better content and marketing
practices
• Trust

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Domain Architecture
Need Separate Websites?
Marketing in North America,
South America, Europe,
Africa, or Australia?
• Not Essential

Marketing in Asia (especially
Russia, China, or South
Korea?
• Should Be Considered

Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Mobile Integration

Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Mobile Integration

Source: Google https://www.google.com/webmasters/tools/mobile-friendly/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Mobile Campaign Tactics

Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Language Mapping


Keep the content for each language on separate web addresses / don’t mix languages on
the web page.



Avoid side-by-side language translations.



Consider cross-linking each language version of a page.



Don’t use cookies to show translated versions of the page and avoid automatic redirection
based on the user’s perceived language.



Use robots.txt to block search engines from crawling automatically translated pages on your
site.



If content is duplicate or very similar across regional web pages – such as English variation
content on a German website – utilize the rel-canonical tag to alert Google to the preferred
destination.

Source: http://www.komarketingassociates.com/blog/seo-strategies-for-multilingual-web-content/

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Social Media Strategy Performance

Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Social Media Channel Emphasis

Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

What About “Content Marketing”?

Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Content Marketing Tactical Usage (North America)

Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Additional Resources:


We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide





Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends





https://www.salesforce.com/form/pdf/2016-state-of-marketing.jsp?d=70130000002DzW
https://twitter.com/salesforce

Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.





http://www.slideshare.net/wearesocialsg
https://twitter.com/wearesocial

https://support.google.com/webmasters/topic/6001981
https://twitter.com/googlewmc

KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

QUESTION

Who should I trust???

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

10 Questions To Consider:
• Does the vendor ask questions about your business?
• How does the vendor explain their process?
• What benchmarks does the vendor recommend for measuring
performance?
• Does the vendor have demonstrable client achievements?
• What members of the vendor’s team will you actually work with?
• How does the vendor manage client projects?
• How does the prospective vendor keep pace with industry innovation?
• How active is the company in the industry?
• Will (CAN) the vendor provide references applicable to your business?
• What's the company's profile and / or company page look like on
LinkedIn?

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Questions?
Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/alabama2016

E-Commerce & Smart
Logistics: Building The
Right Digital Foundation

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing
Search • Social • Content

Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

– We are active participants in a range of industry organizations & affiliations

– We contribute to a range of leading publications and industry events

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

What KoMarketing Does

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/alabama2016

Thank You!
Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/alabama2016