Managing a global search marketing campaign offers fresh opportunities and challenges for marketers pursuing customers in a worldwide market. How can marketers maintain effective and cohesive brand strategies while efficiently reaching targeted customers at different international local levels?
Moderator: Matt Kain, SVP, Business Development, MídiaClick Brazil
Lawrence: The nature of what you’re getting stems from the difficulty of algorithmic search in the Korean language. Getting placement here is a completely different calculus than in the US. Lawrence: Mobile phones as payment options: has resulted in different way of running mobile search, pushing local coupons directly to phones.
Marcelo: And that’s a good point, that there are a lot of different ways to push your content beyond keywords. Social media: Facebook and MySpace in the US, Bebo in UK, Orkut in Brazil—if you’re going to do social, it has to be done locally. Matt: Advantages to having lots of different partners around the world: they have established relationships within their markets—a contact at Google, etc. If you’re going to operate in lots of different markets, you have to support all those different engines/APIs/platforms, etc. And then you have to have it report on lots of different charsets.
Another advantage (when the US$ is strong): with a local agency, your account can be in local currency, which can have a lower incremental bid, relatively smaller than a US$-based account.
Marcelo: There aren’t any real global search agencies; still partnering and acquiring to get that reach. Lawrence: It’s not just a matter of linguistics: the nature of ads are very different. US/UK: price competitiveness. Based on CTR, quality is more important in Germany. That creative has to be localized to cater to linguistics and sensitivities.
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