Why Biddable Media is the
answer
INTERNATIONAL
CAMPAIGNS
January 2014
About Oban
2
Established in 2002, we’re now one of the market leading multilingual search agencies.
We operate globally in...
Services
3
Drive organic traffic globally.
Ethical, creative SEO in almost
any language or on any search
engine
Multilingu...
Local search, globally
• Localised linguistics vs. translation creates authenticity
and trust
• We believe strongly in cre...
Proud to be working with
5
Clients trust us to deliver better digital campaigns globally. We work wherever business needs ...
INTERNATIONAL OPPORTUNITY
Growth in ecommerce . Barriers to entry . Our challenge
Growth in ecommerce
7
$ 2 Trillion by 2016
18% growth rate
Asia, LATAM
Growth is
driven by
8
Increase in purchasing power
Rise of an affluent consumer
class
Growth is driven by
9
Hyper growth in demand for and adoption of digital technology
Smartphone
21%
36%
Multimedia phone
44...
Barriers to
entry
10
Localised markets
Payment systems
Logistics
Tax, duties and other
compliance requirements
Our challenge
11
Localised shopping
experience
Integrated brand
development
Prioritisation
BIDDABLE CAN
Biddable can
13
Inherent features
Cultural approach to
marketing
Integrated digital
marketing strategy
Biddable
Media
14
Flexibility of reach –
Pay Per Click
Measurability – direct
response channels
Optimisation in real time
FOCUS ON CULTURE
Learn to immerse yourself in culture when you get to work!
16
Digital persona
The right
context
17
Contextual and intent
Powerful 1st party insights:
• Behavioural factors
• Demographic data
Phrase La...
The right
‘people’
18
Integrated with 3rd party
information:
• Audience segmentation and
modelling
• Target and validate
a...
Glocalising ads
19
Global brand values
Localised for cultural resonance
Optimise
engagement
20
•
•
•
•
21
Optimise content
Amazon France
Amazon Japan
22
Optimise conversion
23
Optimise conversion
Optimise
conversion
24
Different from winners
for SEO and direct traffic
40% increase in PPC
conversation rate
Prioritise
investment
25
Cross-channel, cross-device
Audience insights
Offline data integration
26
Planning prioritisation
Unique touch points per market
Invest based on value of interaction
Brazil – Business
Category
...
27
Integrated local strategy
Display
Interactions
TV
Social
Interaction
Affiliates
Search
Awareness Consideration Intent D...
Biddable wins
28
Stay true to tenets of Biddable
Media
View of customer journey
holistically
Understand the local market
S...
Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434
Email: info@obanmultilingual.com Twitter: @ObanSearch
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International Campaigns – Why Biddable Media is the Answer - #BiddableWorld London 21.01.2014

International Campaigns – Why Biddable Media is the Answer Nandita Patkar – Head of Paid Search, Oban Multilingual Strategy Oban Multilingual's Nandita Patkar offered insights on how inherent characteristics of Biddable Media, combined with latest developments in the industry and markets, squarely set Paid Media as the right investment avenue for marketing multinational, online brands.
Published on: Mar 3, 2016
Published in: Marketing      Business      Technology      
Source: www.slideshare.net


Transcripts - International Campaigns – Why Biddable Media is the Answer - #BiddableWorld London 21.01.2014

  • 1. Why Biddable Media is the answer INTERNATIONAL CAMPAIGNS January 2014
  • 2. About Oban 2 Established in 2002, we’re now one of the market leading multilingual search agencies. We operate globally in more than 30 markets optimising our client campaigns to markets and people – not just languages. Our ethos is to improve the performance of global websites and online platforms using local knowledge and real cultural influence. It’s how the web works best – in-market. We are anti-translation and anti-replication – because one size does not fit all. Our unique combination of cultural search and cultural conversion delivers a consistent consumer experience wherever the click happens. We’re growing in size, client base and services.
  • 3. Services 3 Drive organic traffic globally. Ethical, creative SEO in almost any language or on any search engine Multilingual SEO Oban delivers international PPC in-market anywhere in the world. International PPC We work every day to improve the natural search and paid search visibility of international mobile sites. Global Mobile When cultural factors affect how people behave online, we make it our business to harness that knowledge for yours. Cultural CRO Amplify overseas sales and reach into new online markets through the power of Oban market research. Global Research Empower your staff. Oban are the official training supplier for Econsultancy’s multilingual search courses. We can also transfer our expert skills directly through our tailored workshops. Web Training Deliver the ultimate localised social media experience in any part of the world. Global Social Media Expertly crafted multilingual content marketing to support a wider international search strategy. Multilingual Content
  • 4. Local search, globally • Localised linguistics vs. translation creates authenticity and trust • We believe strongly in creating unique strategies per market • Our local teams understand market nuances, local search linguistics and local consumer attitudes in a wide range of sectors • We deliver local insight from each market through centralised strategy and account management 4
  • 5. Proud to be working with 5 Clients trust us to deliver better digital campaigns globally. We work wherever business needs to be. Go online to read more of our success stories to discover how we use local insights to get results in- market. These are just some of the brilliant brands and businesses we work with.
  • 6. INTERNATIONAL OPPORTUNITY Growth in ecommerce . Barriers to entry . Our challenge
  • 7. Growth in ecommerce 7 $ 2 Trillion by 2016 18% growth rate Asia, LATAM
  • 8. Growth is driven by 8 Increase in purchasing power Rise of an affluent consumer class
  • 9. Growth is driven by 9 Hyper growth in demand for and adoption of digital technology Smartphone 21% 36% Multimedia phone 44% Feature phone 21% 36% 44% 21% 10% 80% 9% 66% 25%
  • 10. Barriers to entry 10 Localised markets Payment systems Logistics Tax, duties and other compliance requirements
  • 11. Our challenge 11 Localised shopping experience Integrated brand development Prioritisation
  • 12. BIDDABLE CAN
  • 13. Biddable can 13 Inherent features Cultural approach to marketing Integrated digital marketing strategy
  • 14. Biddable Media 14 Flexibility of reach – Pay Per Click Measurability – direct response channels Optimisation in real time
  • 15. FOCUS ON CULTURE Learn to immerse yourself in culture when you get to work!
  • 16. 16 Digital persona
  • 17. The right context 17 Contextual and intent Powerful 1st party insights: • Behavioural factors • Demographic data Phrase Language Volume cheap flights EN 4,400 cheap flight EN 880 voli low cost IT - EN 246,000 voli economici IT 33,100 offerte voli IT 22,200 compagnie low cost IT 14,800
  • 18. The right ‘people’ 18 Integrated with 3rd party information: • Audience segmentation and modelling • Target and validate audiences
  • 19. Glocalising ads 19 Global brand values Localised for cultural resonance
  • 20. Optimise engagement 20 • • • •
  • 21. 21 Optimise content Amazon France Amazon Japan
  • 22. 22 Optimise conversion
  • 23. 23 Optimise conversion
  • 24. Optimise conversion 24 Different from winners for SEO and direct traffic 40% increase in PPC conversation rate
  • 25. Prioritise investment 25 Cross-channel, cross-device Audience insights Offline data integration
  • 26. 26 Planning prioritisation Unique touch points per market Invest based on value of interaction Brazil – Business Category US – Business Category
  • 27. 27 Integrated local strategy Display Interactions TV Social Interaction Affiliates Search Awareness Consideration Intent Decision 27
  • 28. Biddable wins 28 Stay true to tenets of Biddable Media View of customer journey holistically Understand the local market Set ‘people’ at the heart of brand strategy
  • 29. Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434 Email: info@obanmultilingual.com Twitter: @ObanSearch

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