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

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

E-Commerce & Smart Logistics: Building The

Right Digital Foundation

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA


What does the international online environment look like,

Globally, and in the Americas?

QUESTION


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/


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)



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



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



E-Commerce Usage HabitsPurchase Behavior Online

• 66% of the United States population has purchased something online via desktop or laptop (4th across all countries surveyed)

• 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%



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)

• 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+, 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)



Search Behavior and Growth in Mobile Device Adoption

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


Share of online searches (US) initiated on a mobile device, by industry

Top Goals for Digital Marketing

Source: Search Engine Land https://www.cmocouncil.org/download-center.php?id=310


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.”

What factors impact e-commerce in today’s online

environment?

QUESTION


Google Search Dominance?


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

What’s About Google Search?

• Algorithm updates

• Huge penalties for spammers

• Better content and marketing practices

• Trust


Domain Architecture

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


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

Mobile Integration

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


Mobile Integration

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


Mobile Campaign Tactics

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


Language Mapping

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

• 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.


Social Media Strategy Performance

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


Social Media Channels Being Used

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


What About “Content Marketing”?

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


Content Marketing Tactical Usage (North America)

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


Additional Resources:

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

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

• 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.

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

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


https://twitter.com/wearesocial





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

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

https://twitter.com/salesforce



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

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

https://twitter.com/googlewmc

https://twitter.com/googlewmc

http://www.komarketingassociates.com/

http://www.komarketingassociates.com/

https://twitter.com/komarketing

https://twitter.com/komarketing

Who should I trust???

QUESTION


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?• Will (CAN) the vendor provide references applicable to your business?• 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?• What's the company's profile and / or company page look like on

LinkedIn?


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

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


What KoMarketing Does


Who KoMarketing Works With


Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: http://komarketing.com/alabama2016

Questions?

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: http://komarketing.com/alabama2016

Thank You!