E-commerce Belin Expo - Google - Kamil Glenszczyk

Proprietary + Confidential

How to Reach a Global Consumer and Unlock New Export Opportunities through Digital.

Kamil Glenszczyk

● Ex UJ and UEK student, now at Stanford● Based in Dublin● Executing marketing strategies for major clients of Polish

market through cooperation with top tier media houses● Passions: Skiing, hiking and martial arts.

Account Manager - LCS PL

Kamil Glenszczyk


Agenda

See Global Transformation of Brands

ThinkUseDo

Turn Your Business upside down!

Free Google Export Resources

Go Global but Think Local

Google’s Specialist Global Expansion Team

40+ Export Consultants & Country Specialists

covering 20+ countries,Localisation support

covering 65+ languages

Global Transformation of Brands

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Internationalisation is changing...




eCommerce players export in years, not decades...



High Penetration

Low Penetration

Source:: World Bank 2014

Internet Penetration as % of population



Opening new global markets has become much faster & easier

Change of Rules in the Global Trade



?

Turn your business upside down!



Locals go global





Is there enough market potential? What are entry barriers?

What is the interest in the category?

Market size = number of queries

Is the interest growing or declining?

Dynamics of query growth

Cost per Click Cost you pay for

getting to the consumer

Competition saturation

Cost you pay for getting to the

consumer

How do we assess the attractiveness of the market?

After entering a query, there is a global trade passage created



We live in the highly digitized world



Less cost, less time, less uncertainty

Today with the Internet

How can I be successful in international markets?

Free Google Export Resources

Google Trends

Proprietary & Confidential

Google Trends

Google TrendsWWW

The Google Trends tool uses real-time search data to help you measure consumer search behaviors over time.

Discover the searches that are trending right now, top charts by Category and News Stories associated with the spike.

Find Top Charts by Category to see who is leading the pack.

See search term trends by country and period, and compare these with other search terms.

https://www.google.com/trends/?hl=pl

https://www.google.com/trends/?hl=pl


Google Trends - trending searches

Google Trends analyzes a percentage of Google web searches to figure out how many searches were done over a certain period of time.

For example, if you search for tea in Scotland in March of 2007, Trends analyzes a percentage of all searches for tea within the same time and location parameters.

Google TrendsWWW

https://www.google.com/trends/home/all/PL?hl=pl

https://www.google.com/trends/home/all/PL?hl=pl


Google Trends - trending on YouTube

Discover trends for YouTube(last 24h)

Using viewership data and top web curators, YouTube Trends surfaces popular videos in real time, and analyzes phenomena within the YouTube community.

Google TrendsWWW

https://www.google.com/trends/hotvideos

https://www.google.com/trends/hotvideos


Google Trends - TOP Charts

TOP Charts

Explore charts of the most searched real-world people, places and things.

Google Trends TOP Charts

WWW

https://www.google.com/trends/topcharts

https://www.google.com/trends/topcharts

Consumer Barometer


Consumer Barometer

Consumer Barometer

WWWŹródło: https://www.consumerbarometer.com/en

The Consumer Barometer delivers consumer insights to support planning and decision-making in a fast changing digital landscape. Insights include:

The Multi-Screen World section aims to quantify and understand Internet usage and attitudes across various devices, both online and offline.

The Smart Shopper section focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.

The Smart Viewer section provides insights into people’s recent online video use across different devices.

- time of day and location viewership- level of attention or focus- favourite types of content- demo and psychographic breakdown

https://www.consumerbarometer.com/en/



ThinkWithGoogle Export


ThinkWithGoogle Export

Google offers powerful marketing tools and free translation tools to help you attract, communicate with, and sell to audiences everywhere in the world.

Whether you're a team of one or one thousand, you can create and grow a global business today.

Think with Google Export website

WWW

https://www.thinkwithgoogle.com/intl/en-gb/collection/export-tools/

Global Market Finder


Global Market Finder

Find your global AdWords opportunity. With Google Global Market Finder, you can find opportunities to reach over 1.9 billion customers around the world.

Go global now - automatically translate keywords into your customers' language.

Geographic distribution - see where customers are searching for your product, from Albania to Zimbabwe or anywhere in between.

Estimate cost - make the most out of your ad budget by comparing cost estimates across languages and locations.

Google Global Market Finder

WWW

https://translate.google.com/globalmarketfinder/index.html?locale=en

https://translate.google.com/globalmarketfinder/index.html?locale=en

Google Website Translator


Google Website Translator

Google Website TranslatorPlug-in designed to have your website available in

90+ languages.MORE HERE

Source language

Translationplug-in

Target language

https://translate.google.com/manager/website/?hl=en

https://translate.google.com/manager/website/?hl=en

Google Translator Toolkit


Google Translator Toolkit

> Upload an AdWords Editor Archiveinto the Translator Toolkit

> Share your translated files with your translators and SEA specialists

> Have your campaign optimized through the Toolkit’s campaign editor

Google Translate Toolkit tool

WWW

https://translate.google.com/toolkit/

https://translate.google.com/toolkit/

Confidential & Proprietary

= VideoVideo =

1B+ users

75 countries

61 languages

~60% non-domestic views

50%+ mobile

+50% hours watched YoY

40 mins / session

Build a Global Brand with YouTube



Think GlobalBuild a global strategy, not a national + international one.

Go LocalYour foreign presence needs a different approach than your home market.

Get the right insightInternet can help you find your next market

Be creative and think 10 XThink big and let us help you achieve your ambitious goals

Today with the Internet

Your Market is Global.Let’s Talk Export!

Thank You.

Marketing

E-commerce Belin Expo - Google - Kamil Glenszczyk