google’s martijn bertisen: the export strategy playbook
DESCRIPTION
Martijn Bertisen talks at our latest Digital Journeys event about how to create and implement an export strategy in your organisation.TRANSCRIPT
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Martijn BertisenIndustry Director, Retail - Google UK/IE
Jellyfish Digital Journeys
How to create and implement an export strategy
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$1.5tn 2014
Global e-commerce sales
Source: eMarketer, Jan 2014
The Internet is Borderless
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Source: eMarketer, Jan 2014
The Internet is Borderless
$2tn 2016
Global e-commerce sales
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$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
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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
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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
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eRetail
Digital Content Distribution
Demand Aggregators
Brand-Led Supplier Networks
Source: OC&C analysis
2262
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The winners can come in many different shapes
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Your proposition must be amazing
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Google Confidential and Proprietary
First, make sure you have a good proposition
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Next, have a plan
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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
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Prioritize markets & identify the easy wins
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The degree of market readiness is critical
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Google Confidential and Proprietary
Do your research using real time data
Google Trends
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8.2m customers | deliver to 237 markets |>60% of revenue
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Localize where it matters to customers
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Multi-Language sites & global delivery enable expansion
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Google Confidential and Proprietary
Localize your language www.beautybay.com
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Understand the local consumer
Country Insights Industry Insights
EXPORT STRATEGISTS
Consumer Barometer
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Develop and invest in a clear strategy to build awareness and drive traffic
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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
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Acquiring customers globally Global Market Finder
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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?