10 DOs and 10 Don’ts when turning to the emerging markets
Lesley Richards – Samia Kesseiri of Web Certain
- Reach your marketKeyword researchSegmentation and geotargeting
- Decide on your budget
- Localize your objectives
- Media Placement
- Landing page localization (landing page relevancy – unique sale propositions …)
- Track it !
- Campaign performance analysis
- Test it !
What not to do …
- Political factors
- Don’t assume everyone purchases online
- Algerians research online and buy offline
- In China payments are mostly Cash on delivery, not with a credit card
- Geotargeting is essential in big countries (see Brasil for example)
- CPC can vary considerably – don’t expect to pay less in India than in the UK
- English is used in B2B – don’t think you need to go local always …
- Don’t “translate” your website, localise
- Local Search Engine & media placement don’t think global, go local
- Don’t underestimate brand awareness that generic terms can offer
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Sante J. Achille
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