scaling for multimarket campaigns

Scaling For Multimarket CampaignsLauren Simmiss & Jonah Berger

Operational Models Available to Multi-Market Campaigns

Scaling techniques & Content Generation

How to use Local Market Insights

INTRODUCTION

AMERICAS, EMEA & APAC HAVE SEEN TREMENDOUS GROWTH IN PERFORMANCE CONTENT

UK 2016 APAC 2016USA 2016

FUNDAMENTALS FOR MULTI-MARKET CAMPAIGNS

LEVERAGE LEARNINGS FROM GLOBAL AGENCY

SCALE OPERATIONS AND CENTRALISE WORK

APPLYING LOCAL MARKET KNOWLEDGE & INSIGHTS




ENSURE MARKETS HAVE A SAY

WE HAVE GLOBAL COVERAGE

Search Engine Advertising Performics Regional

OVER 1,200 PERFORMANCE

EMPLOYEES ACROSS THE

GLOBE

300 SPECIALISTS WITH EXPERTISE

IN CONTENT IDEATION &

DEVELOPMENT AND TECHNICAL RESOLUTIONS

PERFORMICS’ HEADQUARTERS ARE LOCATED IN

LONDON, CHICAGO AND

SINGAPORE

OVER 35 LANGUAGES IN OUR LOCAL MARKET OFFICES

Americas: USA, Canada, Argentina, Brazil, Columbia, Mexico, Panama

Cover all Languages in North and South America

Asia: Singapore, Australia, China, India, Indonesia, Taiwan, Philippines

Cover all Languages in Asia

MENA: Lebanon, Saudi Arabia, Egypt, UAE, South Africa

Cover all Languages in MENA

Europe: France, Spain, Italy, Germany, Sweden, Norway, Denmark, Austria, Netherlands, Poland, Czech Republic, Switzerland, Belgium, Portugal, Croatia, Finland, Greece, Lithuania, Slovenia, Slovakia, Turkey, Romania, Ukraine, Russia

Cover all Languages in Europe

MOST COMMON

POTENTIAL MODELS FOR ACTIVATING PERFORMANCE CONTENT

ALL STRATEGY & EXECUTION MANAGED FROM THE LOCAL TEAMS

ALL STRATEGY & EXECUTION MANAGED FROM CENTRAL

TEAM, LOCAL TEAMS IN LOCALISATION ROLE

STRATEGY DEVELOPEDBY CENTRAL TEAM,

LOCAL TEAMS EXECUTE

HYBRID CENTRAL

CENTRE

LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL LOCAL

CENTRE CENTRE

LOCAL LOCAL LOCAL LOCAL

LOCAL

REDUCED RISK & ACCELERATED

GROWTH

NO SITE LEFT BEHIND IN

PROGRAMME

LEVERAGE GLOBAL AND LOCAL EXPERTISE

ECONOMIES OF SCALE

CONSISTENCYOF APPROACH

DEPLOYMENT OF PROGRESSIVE TACTICS IN

ALL MARKETS

BENEFITS OF A CENTRALLY-LED, LOCALLY-DRIVEN HYBRID PROGRAM

KPIs FY13 FY14 FY15 Evolution %

Impressions 70 000 000 70 000 000 25 000 000 -64%

Clicks 800 000 1 600 000 1 800 000 +125%

CTR 1,2% 2,3% 7,1% +489%

Avg. CPC 0,55 € 0,42 € 0,46 € -16%

Net. Budget +400 000 € +650 000 € +750 000 € +70%

EXAMPLES OF ADDED VALUE GENERATED IN 3 YEARSFOR ONE OF THE 10 BRANDS:

CENTRAL GLOBAL AGENCY TEAM RESPONSIBLE FOR STRATEGY & BEST PRACTICE:3 FTES, 20 MARKETS,10 BRANDS

BENEFITS HYBRID MODEL CASE STUDY

SET MARKET PRIORITIES BY CLUSTERING BY SKILLS

Note: Markets allocated across the three tiers based on the markets supplied in the brief

BASIC MARKETS

INTERMEDIATE MARKETS

ADVANCED MARKETS

PERFORMANCE CONTENT DOMINATION IS A GLOBAL EFFORT

WHO’S GOING TO HELP US

GROW?

ARE THERE DOCUMENTS

WE CAN UTILISE?

WHAT ABOUT TRAINING

SESSIONS?WE HAVE

SOMETHING GREAT TO

SHARE.

MEET THE PERFORMICS WORLDWIDE CENTRE OF EXCELLENCE

To support and accelerate our overall goal of accelerating Performance Content growth on a worldwide scale.

STARTED IN CHICAGO HQ

DRIVEN BY COMMUNITY

PRACTICE ELEVATION

OPERATIONAL EXCELLENCE

SPREADING PERFORMANCE CONTENT GLOBALLY

CLIENT SOLUTIONS

PERFORMANCECONTENT

PERFORMANCEMEDIA

PLANNING & INSIGHTS

ANALYTICS & TECHNOLOGY

BUSINESS DEVELOPMENT

COE LEADS COE COMMUNITYADVISORY BOARDCHECK-INS LOCAL SCORECARDS ISSUE ESCALATION

KNOWLEDGE MANAGEMENT PLATFORM

SHARING TRAINING COORDINATION

PRACTICE CHAMPIONING

STANDARDISATION

NEW BUSINESS

SNAPSHOT: A LOOK AT ONGOING GLOBAL PROJECTS

PLAYBOOKSTRAINING WEBINARS & LIBRARY

RESOURCE LIBRARY

NEW MARKET STARTER

KIT




USING LOCAL MARKET KNOWLEDGE /INSIGHTS

FOCUS ON CROSS-DOMAIN/DEVICE FIXES AND SYNCHRONISE INSIGHTS GLOBALLY

ANALYSE ALL DOMAINS IN PARALLEL TO UNDERSTAND

STRENGTHS AND WEAKNESSES

LEVERAGE INSIGHTS FROM GLOBAL TEAM

CREATE LOCAL STRATEGIES WITHIN GLOBAL VIEW

Platform Migration

Performance Optimisation

Graphic Design &

Production

Log File Analysis

Marketplace Optimisation

Information Architecture

Local Optimisation

Editorial Production

Measurement & Analytics

Data-Driven Content Planning

Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PR

App Store Optimisation

STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

ADDRESS MULTI-MARKET PERFORMANCE OPTIMISATION CHANGES FROM CENTRE

Titles and Descriptions

Missing Titles -

Duplicate Titles 66

Short Titles -

Max Title Length 11

Max Title Warnings -

Duplicate or Missing Descriptions 10


Missing Titles -

Duplicate Titles 79

Short Titles -

Max Title Length 2

Max Title Warnings 3



Missing Titles -

Duplicate Titles 71

Short Titles -

Max Title Length 127




Missing Titles 3

Duplicate Titles 78

Short Titles -

Max Title Length 7


Duplicate or Missing Descriptions -

Platform Migration


Graphic Design &

Production

Log File Analysis



Local Optimisation




Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PR



ENSURE THE SITE FOLLOWS SITE STRUCTURE IS WELL OPTIMISED

You will only have to track and pay for one web property

instead of many

Combining all sites onto one domain consolidates all of the authority from each individual

site = higher rankings

It will be easier to maintain and ensure uniformity across

the entire domain

.co.uk .fr .es .de .pl

.com

Platform Migration


Graphic Design &

Production

Log File Analysis



Local Optimisation




Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PR



CREATE SEARCH PLAYBOOKS TO DRIVE CONSISTENCY

Long-term SEO vision for where the brand is going

PORTFOLIO PRIORITIES

Editorial themes for all content to sit within

CLEAR TERRITORIES

Clustering markets to maximise scalability

MARKET INTEREST

Tier of strategy required to achieve goals

STRATEGY REQUIRED

UNDERSTAND TEAM ROLES & RESPONSIBILITIES

1, 2 AND 3 YEAR PLANNING

PLAYBOOK DEVELOPMENT

CENTRAL IMMERSION WORKSHOPS

CENTRAL STRATEGY

LOCAL INPUT TO PLAYBOOK

PLAYBOOK IMPLEMENTATION

STATUS & REPORTING

DAY TO DAY DELIVERABLES

GLOBAL LOCAL




APPLYING LOCAL MARKET KNOWLEDGE & INSIGHTS

CREATE CONTENT THAT WORKS FOR MULTIPLE MARKETS

PRODUCE SCALABLE CONTENT THAT CAN BE ROLLED OUT QUICKLY AND LOCALISED

DEVELOP LANDMARK INITIATIVES THAT CAN BE USED BY ALL

MARKETS

USE LOCAL BLOGGERS IN LOCAL MARKETS

OPTIONS FOR UNDERSTANDING CONSUMER APPETITE ACROSS MARKETS

MARKET LOCALISTATION LOCAL MARKET ANALYSIS

80/20LOCALISE CENTRAL

ANALYSIS

ANALYSE LOCAL

LANGUAGE

THE NUMBER ONE RULE FOR MULTI-MARKET CAMPAIGNS

“Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message

from one language to another, while maintaining its intent, style, tone and

context”

SCALING INSIGHTS FOR MULTI-MARKETS

WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?

UNDER-STAND

ANALYSING THESE TOUCHPOINTS ACROSS MULTI-MARKETS


UNDER-STAND

UNDERSTAND & ENGAGE WITH AUDIENCES’ WIDER INTERESTS IN LOCAL MARKETS


UNDER-STAND

Assets form foundation of digital PR and content marketing activity and they need to be adaptable

All keywords need to have search volumes in local languages

Global content strategy

BUY

CONSIDER

CONSIDERATIONS FOR MULTI-MARKET CONTENT

CONTENT MUST BE BUILT IN HTML 5 &

MOBILE FRIENDLY

CONTENT MUST BE ADAPTABLE

CONTENT MUST TAILORED LOCALLY

ONLINE CLIENT ROI SHOWCASE

http://performancecontent.performicslabs.com

http://content.performicslabs.com

http://performancecontent.performicslabs.com/



http://content.performicslabs.com/



KEY TAKEAWAYS

‒ Understand which type of work can be centralised to avoid duplication of efforts and costs

‒ Consolidate domains where possible in order to manage efficiencies

‒ International campaigns need local market input to understand local market nuisances

‒ The way people search around the world can change the way you create content

‒ Create visual assets that can be adapted by all devices and changed to local environments

CENTRALISATION LOCAL INPUT CREATE BIG CONTENT