a 10-step guide to digital marketing how to get more...
TRANSCRIPT
A 10-STEP GUIDE TO DIGITAL MARKETING
HOW TO GET MORE CLIENTS IN POLAND ONLINE
The Internet has, without a doubt, become an intrinsic part of the Polish economy and day-to-day life for some 40 million Poles. Thanks to the Internet, the Polish economy has seen an unparalleled transformation, with many start-ups popping up, the online world booming and the thriv-ing e-commerce industry generating a sharp rise in exports. The digital economy in Poland makes up a larger part of GDP than some tradition-ally strong industries, like agriculture or mining. This signals a fantastic opportunity for companies in Poland and beyond that are looking for new markets.
But how do you harness the power of the digital?
In this report, I present a summary of the digital economy in Poland as well as a 10-step guide to making the most of your online presence in order to gain more Polish clients.
I’m sure your business will benefit from this report.
@mstelmaszak
Marta Stelmaszak
E-COMMERCE IN POLAND: B2C
In recent years, the Polish have been spending more and more time on-line and have become increasingly interested in online shopping.
In 2012, 72% of respondents in Poland said they bought online. 24.5% of Polish buy online at least once a month, and only 16% of Poles don’t want to buy online. In 2012 alone, the Poles spent 24 billion zlotys online - that’s almost 5 billion pounds. Moreover, 85% of Polish online shoppers think that making purchases online is safe.
Clothes, shoes and accessories make up almost 65% of all products the Polish buy online. Mobiles and accessories follow with 52.5%, and books are next on the list with 51.5%. Almost half of all Polish shoppers buy home and garden decorations online, too.
The main reason why the Polish buy online is to save money. Getting a good deal on an online auction or in an online shop is a priority for 38.5% of online shoppers. In Poland, 19.5% choose to buy online to save time, and 16.5% want to buy the highest quality products available.
Currently, online shops in Poland offer a wide range of products, and 61% of shoppers believe that they can buy products cheaper than in brick-and-mortar shops.
For the Polish, the main priorities when it comes to choosing where to buy online are: good product descriptions and photos, secure transac-tions, quick delivery, positive reviews and detailed information about the shop’s physical location.
As of this year, Poland is in the leading position when it comes to growth in e-commerce in Europe. Over the past few years, the market has grown at a staggering rate of 30% a year. Online shopping now amounts to 3.8% of all retail transactions in Poland.
When it comes to e-commerce in Poland, the Internet remains a medium of communication for the majority of businesses, though the importance of online shopping for business has seen some developments. Business owners remain strongly convinced that buying online for business in Po-land is just a matter of time.
According to research conducted by the Internet Advertising Bureau (IAB), 58% of respondents still don’t use the Internet to sell their products online, regardless of the size the company and the types of products sold. The majority of companies selling online in Poland oper-ate in the automotive industry, as well as telecommunications and the property market. When it comes to finance and insurance, construction, education and art, less than 30% of respondents sell online.
E-commerce remains largely just a secondary sales channel for the ma-jority of Polish businesses. Only 23% of businesses selling online indicat-ed that e-commerce was their main form of trading.
The good news is that 46% of businesses predict that their online sales will go up. However, there are several barriers to this growth. First, Po-land still needs to develop secure payment systems to support e-com-merce. One of the issues here is that Poland still has a low level of credit card use when compared to countries leading in e-commerce. Further, there are no uniform standards between financial institutions and pay-ment processing companies.
When it comes to communicating with customers, Polish businesses rely mostly on email (92%), web forms, online profiles and social media. Mobile apps were used by approximately only 10% of respondents.
Resources:
Zakupy onlineWpływ internetu na gospodarkę w PolsceRaport: media społecznościowe
E-COMMERCE IN POLAND: B2B
E-commerce for B2B is still a rather unexplored area. Based on esti-mates, Polish B2B e-commerce was worth about 25 billion pounds in 2011, a staggering eight-fold increase in comparison to B2C transac-tions. This amount constitutes only 5% of all B2B transactions in Poland. Only about 15% of small enterprises purchase online, as opposed to nearly 40% of large corporations.
When it comes to industries buying online for business purposes, the main position is occupied by IT and computer repair companies, as well as other telecommunications companies. Estate agents are the most reluctant to order online. Surprisingly, electricity and gas are also quite frequently paid for online.
Specific products purchased online for business purposes in Poland in-clude office supplies and raw materials. At the same time, these are the materials that are sold the least, leading to a large discrepancy between supply and demand.
To sum up, B2B e-commerce in Poland is an attractive market, especially for companies offering goods that are in short supply but high demand.
With low levels of risk and investment but potentially high returns, digital marketing is the preferred approach for companies moving into the Pol-ish market. However, for many, the challenge lies in making the best use of the tools available, regardless of the budget they have to play with.
In this guide, I’d like to present you with a 10-step plan to help you make the most of digital marketing in Poland. You can use this guide to design your strategy or audit your existing efforts in Poland.
10-STEP GUIDE TO DIGITAL
MARKETING IN POLAND
1. Prepare a separate strategy for Poland
Replicating the same strategy that works in your existing markets may not work in Poland. Assuming that the patterns of Internet use are the same across Europe is dangerous and may lose you a lot of time and money. While differences between the United Kingdom and France may not be that striking, through a thorough analysis, you’ll quickly see that Poland is a bit further away when it comes to online distance.
2. Invest in market research
To remedy potential problems with strategy, put your existing digital strat-egies aside and hire a specialist consultant who’ll research the market in Poland for your industry and prepare a detailed report. On the basis of this, you’ll be able to design a digital strategy that is tailored to the market.
“Nowadays, creating a digital strategy is much more demanding. It requires a lot of creativity and knowledge of all the latest trends.
Consumers also become more aware. They are more focused on their needs; know where to look for certain information and very
often make a decision about whether or not to buy a product based upon the opinions of their friends.
Put simply: Digital communication flows on both sides of the transaction. Whether we’re talking about Poland here or an-
other country, the same applies.”
Krzysztof Cieślak, B-MIND
For example, you may not realise that the Polish are much less likely to buy accessories financial services online and are far less trusting towards providers without easily accessible physical locations. Also, demograph-ics will be more important for you than in other countries, as income-to-age ratios in particular differ in Poland as compared to those in Western Europe.
3. Select the right channels for your offer
Digital strategy is, of course, just one element of your whole approach to the Polish market. Relying solely on digital channels may slow down your growth significantly. You may want to consider using a Polish-language call centre or hiring a Polish-speaking customer service team.
“Marketing research is an important part of the whole advertising process, from plan-ning the campaign to measuring its effectiveness. The behavioural analysis allows us to select a good target group, media content and the channels of communication in
the context of future actions.
When each user receives huge amounts of information every day, personalisation and adaptation of campaigns to (previously researched!) target group become paramount.
By collecting and analysing large data sets (Big Data) we can adjust our actions and reject ineffective communication channels.
The way in which content is consumed by the recipient is of no less importance - more and more people are using mobile de-
vices. This group is by means in a majority, but we definitely shouldn’t ignore these users. The coming years will see mobile
channels become dominant in marketing communication.”
Piotr Kiliś, LeadR
“As studies indicate, nearly 75% of Polish teens own a smartphone, which is fast be-coming their most important tool for accessing information. Polish brand Tymbark, whose soft drinks are popular among teens aged 13 to 19 decided to take advantage of new opportunities offered by the mobile sphere. One of them is Kapsel Run!, a game where the player is the brand hero, Kapsel.
Interesting gameplay, attractive graphics and player competitions have ensured the application’s place as one of the most popular apps in its catego-
ry. As a result, there was a two-fold increase in interactions be-tween the brand and the target group.”
Szymon Dyjach, Grupa Me & My Friends
When it comes to accepting payments, remember that credit cards and PayPal are not that widespread. In terms of distribution, you may find that home delivery services are not as flexible and affordable as you have become accustomed to in other markets.
Interestingly, an online shop isn’t always the preferred way of selling on-line for Polish businesses. The majority of online sellers prefer specialised selling platforms, or even simple order forms, the latter representing how 47% of online sellers conduct their business. This is hardly a surprise, as most companies selling online in Poland employ fewer than 10 employ-ees. Building up an e-commerce platform from scratch therefore seems an unnecessary, if not an impossible, task. Some companies mention that they use email as well as more complex social media solutions to sell their products and services.
Mobile is gaining ground in Poland, with more and more customers browsing, selecting and finally buying services on their mobile devices. This is not limited to smartphones. Tablets are also increasing in popular-ity in the Polish market. Though not as big as in some western European countries, mobile commerce is definitely a trend to watch in Poland.
In terms of marketing your offer, make sure that you’re reaching out to your potential customers and their segments through the most appropri-ate channels. The majority of older generation clients won’t be easy to reach through mobile marketing or even e-commerce, while the younger audience are likely to participate on social media. Remember that age brackets and preferences will differ between Poland and other countries.
“Before deciding which channels to use to communicate with your target group, it’s important to remember these two key points. First, each of the selected channels
should have assigned a clear business goal that you want to achieve as well as a tai-lored KPI that you use to evaluate your progress. Secondly, you should consider the
cultural differences between the existing target group and the new one. By doing so, you will be able to determine how the Poles use these channels.
For example, almost 92% of Polish traffic is generated from Google; other search engines are virtually non-existent. Similar
monopoly belongs to Facebook, which hosts almost 10 million Polish accounts. What is interesting, however, is that the sec-ond place is taken by YouTube, which is a channel providing
reception rather than other forms of interaction. This indicates that Poles expect brands to provide them with interesting, high
quality content.”
Artur Ziółkowski, Pomysłowni
“When you’re looking for the best solutions for an online campaign, one of the most important issues to bear in mind is the most effective channel. But which channel is really the best? In 2014, email marketing was cited as the most effective digital mar-keting channel for customer retention in the United States.
In Poland, email marketing is still one of the most effective channels and it constitutes a large part of all online activities. After all, 91% of consumers reported checking their
email at least once a day. This is, therefore, a powerful marketing tool. Emails are extremely effective in almost all campaigns, be
they about performance or awareness. Most importantly, email marketing is also a great way to sell products and keep in touch with users. Email is one of the best tools in digital mar-keting, and it should be used as such: very carefully and with precision. If used properly, emails can give great results. They
have the highest ROI (two-thirds of marketers confirm it).”
Judyta Dettlaff, Email Network
“Selecting appropriate communication channels in order to reach our potential cus-tomers is key for both B2B and B2C environments. We usually have to pay attention to
the type of media (including social media) our potential consumers use as well as their lifestyle.
Our approach has to differ depending on whether we want to reach teenagers, corporate employees or pensioners. The best ap-
proach would be to focus on social media, such as Facebook, Snapchat or Instagram, or in a different scenario a more tradi-
tional approach, including outdoor advertising, press and tele-vision might be more effective. The way we use given channels
will differ according to our target group, too. “
Maciej Wernicki, GoldenSubmarine
Make sure you also consider the best format for your product. While e-books are becoming more and more popular in some western coun-tries, Polish customers still prefer a physical copy or a CD rather than a downloadable file. Similarly, webinars, online courses and virtual events aren’t going to be as well attended as a good old physical event or in-person course.
Specifying your target group for your advertising campaign is key and the behaviour-al targeting makes it possible to reach your chosen consumer group and people who would be interested in your product. Impossible? This method of targeting utilises historical data, including the previous purchases, and thus interest analysis of Internet users. Such a solution allows you to tailor your offer to consumer tastes. We follow past Internet searches of our readers and find out what they click on. We can then harness this information for our posts and messages in order to create content readers will appreciate.
How does it work in practice? When we send out an email and someone clicks on content related to the automotive industry,
this information is stored in the system. Using the informa-tion we receive about potential customers’ interests, we can send out targeted messages about motor insurance.
Roman Grygierek, INIS
4. Market your offer the way they want it
When it comes to your marketing strategy, don’t assume that the Polish buy exactly the same way and are influenced by the same messages as your existing customers. Remember that the Polish are more careful when it comes to spending money online, so both your website and the copy on it have to be the of the highest quality.
If you have a translated website in Polish, you may want to consider add-ing the following content to make your Polish website more attractive.
• Articles, news, blog posts• Infographics • Reports • Emails and newsletters • Press releases • Guides and manuals • Videos• Case studies• Webinars• Social media updates
“Quite often, the advertising message is the last thing agencies worry about when they plan campaigns in Poland. Even a literal
translation of a slogan might not include the cultural aspect that was there in the original. Have all your communication materi-als checked by a Polish native speaker and review competitors’
approaches to make sure Polish clients will respond to your message.”
Barłomiej Kowalczyk, PickleMedia
5. Do social media the Polish way
Social media in Poland is on the up, especially since local platforms, such as Nasza Klasa (Polish Facebook) and Blip (Polish Twitter) are slow-ly losing members. However, there are many significant differences in how social media is used in Western Europe and how you may want to use it in Poland. Facebook advertising gets a definite thumbs up in Po-land. It allows you to target your content and therefore reach out to the right group of Polish prospects. Facebook ads still aren’t as widespread in Poland as in other European countries, so you will have the edge over your competition.
In Poland, Twitter is seen more as a means of sharing thoughts and opin-ions rather than a vehicle for marketing campaigns. In fact, it is usually considered a place on the Internet reserved for celebrities and the elite. If you’re thinking of launching a marketing campaign on Twitter, it may be just a waste of time.
“Currently, social media is used as the first means of contact with the company. Being able to have a direct conversation is a great way to showcase your brand, but it also brings responsi-
bility. You have to take interactions seriously. Just being present on social media is not enough. The communication between
the brand and the customer has to be quick and honest.
Polish Internet users are becoming inreasingly aware of this and use it, especially in situations brands might not like. This further emphasises the responsibili-
ty that comes with social media presence.”
Bartłomiej Pawluk, Zjednoczenie
And what about LinkedIn? It’s still not the main business social network in Poland. While you might find some useful contacts there, the older Polish equivalent, GoldenLine.pl, is still far more popular. This is just an example of a regional equivalent that is a better investment than the mainstream platform. You’ll find that the same goes for Pinterest, for example. Don’t just assume that all platforms are universally popular all over the world.
6. Advertise without going overboard
Google AdWords and paid advertising will only take you so far in Poland. The Polish are wary of paid advertising and value relationships and rec-ommendations far more than the first page in Google. Something to note is that price comparison websites are very popular, as well as all sorts of recommendation websites. You may want to move some of your Google AdWords budget to building good relationships with influencers.
“Social platforms such as Facebook, YouTube, Twitter, Instagram and LinkedIn can be very effective in reaching potential clients in
Poland, both in the context of B2C and B2B campaigns.
Especially Facebook, with its 13 million active monthly users in Poland and extremely precise targetting capabilities. It can help
foreign businesses reach virtually any kind of target audience.
If you’re looking for direct contact with business executives, LinkedIn would be a smart choice. Twitter, on the other hand, is particularly popular among marketing professionals
and journalists.”
Grzegorz Berezowski, NapoleonCat.com
7. Influence the influencers
In Poland, the Internet is dominated by opinion leaders and influencers. Bloggers are taking over from journalists and often become thought lead-ers in their respective fields. Getting your product or service reviewed by a main voice in the Polish blogosphere may bring you more clients than paid advertising. Guest posts, articles and reviews coming from recog-nised specialists will be your best PR investment.
“Paid ads are not the way to go during the MVP, early seed or start-up stage for most products. While they can drive traffic, they may not lead to sales. This has to do with product matu-rity. Remarketing paid ads, on the other hand, may be bene-ficial for early adopter campaigns targeted at customers who already visited your website.
Content marketing and SEO activities in general should originate from company culture; be executed by an experienced marketer
and put into action as a process, not a project. I like the term SEO Hygiene. Starting from website construction, keyword identification and content delivery across a pleth-ora of platforms (including video channels), and finishing with visual identification and brand values, this is a process that shouldn’t ever be outsourced to outbound organi-sations.
Additionally if your target market speaks Polish rather than English, and you happen to deliver a niche product without a coined local term for it, you should consider multiple simultaneous strategies. Always bear in mind that Polish is not the language of search engines and that you may be missing out on local leads simply by failing to compete with others and using keywords that are not localised, yet familiar to the educated consumer. “
Błażej Szperliński, EmployeHR
Ask for recommendations and introductions and remember that the Pol-ish are known for their wit and strong opinions, so don’t be discouraged if your offer isn’t met with the openly expressed enthusiasm you’ve come to expect. This just would not fit with the inquisitive Polish psyche.
8. Manage your reputation
If you’re going to do business with a nation of natural skeptics, you would be best to accept that reputation doesn’t come easy and that it can be affected by external factors, for example by an unreliable delivery com-pany. Invest in social media monitoring and a good customer service team. This is where you can really get ahead of your Polish competitors.
“Last year saw a huge increase in the popularity of bloggers, and vloggers in particular. Their reach was comparable to that of some popular websites. Almost every major campaign has support from such influencers or important people from the blogosphere. They are often used by financial institutions (ING uses vlogger experience in each of their campaigns, and Millenium Bank even
utilised Radosław Kotarski - the creator of Polimaty - as the face for its television campaign). Mobile network operators and other brands
are also keen to use them. For example, the first conference on vloggers in marketing was organised with the help of Orange, and Costa Coffee invited bloggers to explore British coffee shops as part of its rebranding process. There are agencies specialising in vlogger promotion, such as LifeTube, and tools to measure their impact, like Hash.fm.
The growing importance of content marketing makes portals connect with advertisers in unconventional ways. In addition to advertising, there are all kinds of ways to create editorial content promoting a brand. This is exemplified by the weekend edition of Gazeta.pl, where you can find articles written by the publication’s sponsors and suggested activities for users of website Wizaż.pl provided by cosmetic brands.”
Mariusz Majewski, Point of View
9. Be aware of Polish native platforms
It may come as a surprise to you that Amazon is virtually unknown in Poland and and, in fact, it doesn’t even deliver there. Meanwhile, eBay was a spectacular flop when it tried to enter the market that is dominated by Polish Allegro.
If you’d like to know more about Polish platforms, start by reading this article on TechCrunch and this article about Allegro, the Polish equivalent of eBay.
10. Hire a specialist
Poland is an interesting market to enter and, with the highest growth in GDP in Europe, a lucrative area to explore. However, there may be more market differences than you anticipated, even within such a globalised medium as the Internet. Hiring a consultant who can analyse your exist-ing situation and discuss your goals may be the best move to make sure that your strategy and execution help you get the most out of the Polish digital market.
“No matter what your digital ambitions are for the Polish market, you are unlikely to get the results you are looking for if you continue using your existing team and fail to
consult a Polish business specialist. Even customers within one given country vary greatly. Just imagine the amount of differences in patterns, behaviours and
preferences you will find across countries, not to mention across eastern and western Europe.
Hiring a specialist online consultant to help you create a strat-egy from scratch or adapt your existing online strategy for the
Polish market may be your best decision in 2015.
Marta Stelmaszak, Wantwords
ABOUT THIS GUIDEMy name is Marta Stelmaszak and I’m passionate about helping businesses succeed in Poland online. I use my language skills in Polish and English, combined with a thorough understanding of economics and business to boost your company in Poland.
You have a great product that you want to sell in Poland – and rightly so. With the economy booming and income soaring, Poland is the right market to enter. A number of international reports outline the reasons why more and more businesses trade with Polish companies.
This is where I come in. I help you adapt your offer to the target market in Poland, but most importantly, I help you to sell your product or service. Through my content, growth strategies and translation services in Polish, you’ll quickly start noticing a difference.
Below you will find companies that helped in creating this guide. You can trust that they’ll help you enter the Polish market and I encourage you to visit their websites.