Made in Italy ENABLING ITALIAN BUSINESSES TO GROW GLOBALLY WITH DIGITAL. Alessandra Domizi Giulia Pierangeli Google

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1 Made in Italy ENABLING ITALIAN BUSINESSES TO GROW GLOBALLY WITH DIGITAL Alessandra Domizi Giulia Pierangeli Google

2 ITALIAN ECONOMY IS SLIDING BACKWARDS BY 13 YEARS GDP down 3.8% since % Unemployment rate 1 SMB out of 4 out of business Consumer confidence all time low SOURCES: Country Annual Report ( ) Il Sole 24 Ore, elaborating the SMEs Authority Report to Prime Minister (2014)

3 GLOBAL ECONOMY IS THE NEW STANDARD 7.2 bn consumer worldwide, 2.8 bn online Emerging markets represent 50% of global GDP 42% of online consumer demand is global WW E-commerce > $1.2 trillion, 1.2 bn online shoppers SOURCES: emarketer (Nov. 2013), Rapporto ICE (elaborazione ICE sui dati FMI) OC&C Strategy Consultants (The Global Retail e-mpire ), E-commerce Europe Report 2014

4 INTERNET ECONOMY $4.2 TRILLION GROWTH OPPORTUNITY International e-commerce to grow 5x by 2020 Online companies are growing faster Internet will represent 5.7% of EU GDP by 2016 Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) SOURCES: BCG: The Internet Economy in the G-20 (The $4.2 Trillion growth opportunity), OC&C Strategy Department of EU Affairs, Italian Governement, Europe and SMEs Competitive Consultants (The Global Retail e-mpire ), Capgemini Consulting, The Digital Advantage, 2012 Report

5 Italian EXPORT 9% Export growth since 2010, up to 30% of GDP Italy #11 Exporter World Wide Only 2.8% share of WW Export Exporting SMBs more likely to grow SOURCES: Istat (Italian National Institute of Statistics), Rapporto ICE Italy - Ranking for Goods Export in 2013, ICE & Istat Source: Istat (Italian Institute Commercio of Statitics), Estero Country e Annual Attività Report Internazionali (2014) delle Imprese - Share of WW Goods Export, La Repubblica, elaborating Confartigianato Department of EU Affairs, Italian Research Governement, on how SMBs Europe drive and Italian SMEs Export Competitive (March 2014) Sace (policy and financial advisor for Export), Export Report on Report opportunities for Italian SMEs ( )

6 SOURCES: Department of EU Affairs, Italian Government, Europe and SMEs Compe??ve Report, Istat (Italian Na?onal Ins?tute of Sta?s?cs), Country Annual Report (2014) -

7 Italian SMBs & Export Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) Department of EU Affairs, Italian SOURCES: Governement, 1 Doxa Europe Digital, and SMEs Internet Competitive & SMBs 2013 Report

8 MADE IN ITALY INTL QUERY GROWTH CAGR % TOTAL growth +118% MOBILE growth 49% MOBILE share in 2014 SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top international markets (not domestic, not 100% of WW markets)

9 Made in Italy: consumer demand Made in Italy query growing more than double digit in top countries US & EU largest markets in term of query volume APAC countries reporting highest growth rate >30% # Query (Desktop + Mobile) % Query Growth Made in Italy Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top Department of EU Affairs, Italian Governement, Europe and SMEs Competitive international markets (not domestic, not 100% of WW markets) Report

10 Made in Italy: top categories 0% 5% 10% 15% 20% 25% 30% 35% 40% CAGR Fashion 37% +18% Automotive 28% +18% Travel 23% +23% Food 10% +23% Furniture 2% +9% SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top international markets (not domestic, not 100% of WW markets)

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12 Comuni barriere all export Costo Tempo Incertezza Google Confidential and Proprietary

13

14

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16 L uso degli strumen? per l online rappresenta una opportunità per raddoppiare le esportazioni di prodoo italiani nel mondo

17 Opportunità di Vendita 1 Sviluppo strategie localizzate 4 Con GOOGLE 2 Capisci il consumatore 3 Comunica in tutte le lingue Google Confidential and Proprietary

18 1 Google Analytics Trova le opportunità esistenti Origine Visitatori Processo Acquisto Pagine visitate Google Confidential and Proprietary

19 1 Global Market Finder Trova nuove opportunità translate.google.com/globalmarketfinder/ Google Confidential and Proprietary

20 1 Google Trends Quali sono i trend del mercato? Scopri i diversi trend e le ricerche più popolari in una regione specifica Google Confidential and Proprietary

21 2 Consumer Barometer Come si comportano i consumatori online? Profilo Consumatore Comportamento di acquisto Diviso per settori Aggiornato Settembre Google Confidential and Proprietary

22 2 Our Mobile Planet Qual è il comportamento sul mobile? think.withgoogle.com/mobileplanet/en/ Google Confidential and Proprietary

23 3 Google Translate Plug-In Fai diventare internazionale il tuo sito HOME HOTELS CARS FLIGHTS OFFERS Booking Your Flight is Easy! Top Hotels <div id= google_translate_element ></ Weekend div><script> Flights Function googletranslateelementinit() { from new google. Translate.TranslateElement({ pagelanguage: en }, google_translate_element ); } </script><script src= // translate.google.com/transla </script> INICIO HOTELES COCHES VUELOS OFERTAS Reserva tu vuelo es muy fácil! Mejores Hoteles Los fines de semana desde I am the owner of a hotel in Edinburgh. translate.google.com/manager/website/ Yo soy el dueño de un hotel en Edimburgo. Google Confidential and Proprietary

24 3 Google Confidential and Proprietary

25 4 Luisa Via Roma Nata come piccola azienda familiare - Basata a Firenze, in via Roma È ora in oltre 20 paesi con una piattaforma e-commerce Di 100 Milioni di fatturato il 90% è online - la maggior parte all estero Google Confidential and Proprietary

26 Riassunto - Strumenti translate.google.com/globalmarketfinder thinkwithgoogle.com/mobileplanet translate.google.com/manager/website/ Google Confidential and Proprietary

27 Grazie!

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