際際滷

際際滷Share a Scribd company logo

Organizing for success in emerging markets

Download as PPTX, PDF
P
Preston Carey

SMX London presentation from Yandex on organizing teams for successfully executing SEM in emerging markets.

1 of 14
Downloaded 13 times
1Organizing for Success in Emerging Markets17 May 2011
2AgendaConfiguration StrategiesMarket Trends
3Configuration Strategies
4Three Broad Strategies Global Command & ControlRegional HubLocal Partner
5Global Command & ControlCentralized team, usually run out of Corporate HQUsually very highly skilled in SEM tradecraftVery engaged and data driven
6Regional HubDecentralized, using regional teamsGenerally more integrated into regional marketing strategiesBalancing global data needs with local realities; may also have local partner
7Local PartnerDirect relationship between HQ and local market partnerHQ knows what they dont knowLocal market differences are prioritized over global needs
8Customer StrategiesBrandKPIsConversionGlobal Command & ControlRegional HubsLocal PartnersStrategy= 1 Customer; size of bubble indicative of size of spend
9Potential Tradeoffs Global Command & ControlRegional HubLocal PartnerGlobal Reporting ConsolidationCoordination CostsLocalized KPI PerformanceLocalization SuccessTranslation AccuracyUnderstanding of Search EngineUse of Bid Management Platform= Positive= Negative= Neutral
10Trends
11International Market SupportAlternative Search Engines are making it easier to do business outside local marketsDedicated teams/services for non-local market clientsSupport in English and help getting you startedBaidu International Services - http://is.Yandex International Business Development - http://advertising.yandex.comVarying degrees of success but improving
12Large Conversion Focused BudgetsSeeing large conversion focused budgets moving to Global Command & ControlEnterprise class bid management platforms are supporting changeWorld class SEM leaders are usually driving the change internallyGlobal accountability and transparency; budgets move to highest ROI
13Complicated Global ScenariosDrive for global accountability creates frictionAwareness of individual and team motivations are importantReducing complexity reduces costs and performance; balance tradeoffsCommunication and relationships are key to success; cant be built from a distance
14Thank You!Preston CareyDirector, Business Developmentpreston.carey@yandex.ru

More Related Content

Organizing for success in emerging markets

  • 1. 1Organizing for Success in Emerging Markets17 May 2011
  • 4. 4Three Broad Strategies Global Command & ControlRegional HubLocal Partner
  • 5. 5Global Command & ControlCentralized team, usually run out of Corporate HQUsually very highly skilled in SEM tradecraftVery engaged and data driven
  • 6. 6Regional HubDecentralized, using regional teamsGenerally more integrated into regional marketing strategiesBalancing global data needs with local realities; may also have local partner
  • 7. 7Local PartnerDirect relationship between HQ and local market partnerHQ knows what they dont knowLocal market differences are prioritized over global needs
  • 8. 8Customer StrategiesBrandKPIsConversionGlobal Command & ControlRegional HubsLocal PartnersStrategy= 1 Customer; size of bubble indicative of size of spend
  • 9. 9Potential Tradeoffs Global Command & ControlRegional HubLocal PartnerGlobal Reporting ConsolidationCoordination CostsLocalized KPI PerformanceLocalization SuccessTranslation AccuracyUnderstanding of Search EngineUse of Bid Management Platform= Positive= Negative= Neutral
  • 11. 11International Market SupportAlternative Search Engines are making it easier to do business outside local marketsDedicated teams/services for non-local market clientsSupport in English and help getting you startedBaidu International Services - http://is.Yandex International Business Development - http://advertising.yandex.comVarying degrees of success but improving
  • 12. 12Large Conversion Focused BudgetsSeeing large conversion focused budgets moving to Global Command & ControlEnterprise class bid management platforms are supporting changeWorld class SEM leaders are usually driving the change internallyGlobal accountability and transparency; budgets move to highest ROI
  • 13. 13Complicated Global ScenariosDrive for global accountability creates frictionAwareness of individual and team motivations are importantReducing complexity reduces costs and performance; balance tradeoffsCommunication and relationships are key to success; cant be built from a distance
  • 14. 14Thank You!Preston CareyDirector, Business Developmentpreston.carey@yandex.ru