CONTENT GET FOUND CONVERT ASSESS OPTIMISE. p Join a site with very high traffic. p The perfect platform for your business

Transcription

1 B2B Marketing Solutions 2013

2 CONTENT GET FOUND p Join a site with very high traffic p The perfect platform for your business p Translating your content multiplies your company s potential CONVERT p Create a landing page to fit your image p Showcase your products p Your personal space: myeuropages ASSESS p Your detailed statistics p Accurate analysis tools p Certified statistics OPTIMISE p Choose the best suited solution p Our complementary solutions: Banner & Skyscraper p Our complementary solutions: Sponsor & VIP EUROPAGES 2013 CONTENT 01

3 GET FOUND Can you get by without the internet? With billions of people connected, the internet offers immense potential to companies that decide to make the leap. The EUROPAGES B2B marketing solutions offer you a gateway to a network of hundreds of thousands of professionals and the guarantee that, at last, you will get found on the internet. 1. JOIN A SITE WITH VERY HIGH TRAFFIC With 4 million unique visitors and 5,000 businesses signing up each month during 2012, EUROPAGES is above all a B2B platform with a massive audience. These results have been achieved despite the difficult economic conditions and there is a good reason why: 19.1 million visitors 1, million visitors New website launched 41.1 million visitors SEO: search engine optimisation ANNUAL VISITS 1,575 1,464 MONTHLY SUBSCRIPTIONS 57.0 million visitors EUROPAGES exceeds 5-million monthly visits 4 times 3, million visitors , with the EUROPAGES marketing solutions, thousands of professionals enjoy excellent visibility to promote their business or website, making it easier for them to be spotted by serious, motivated visitors, most of them potential buyers from their target market. These visitor numbers are mostly due to the EUROPAGES website s excellent ranking. The EUROPAGES teams are experts in search engine optimisation, allowing every member company to enjoy unprecedented visibility on the leading global search engines (Google, Yahoo and Bing) as well as their regional counterparts, such as Yandex and Baidu. EUROPAGES offers international visibility. Available in 26 different languages and supported by an experienced translation team, the EUROPAGES website is visited by professionals and businesses from around the world, attracted by a site that lets them consult company profiles in their own language. The majority of visitors to the EUROPAGES website come from Europe, making the site a very attractive proposition for suppliers looking to grow their business in the world s largest market. 78% Europe Almost 8 out of every 10 visitors are from Europe. The majority of visitors come from the largest economies of the EU: Italy (17%), France (15%), Germany (7%), Spain (6%), the United Kingdom (3%) and the countries of eastern Europe (18%). 9% Russia et Asia Visitors from Russia and China, two of the largest economies in the BRICS grouping (Brazil, Russia, India, China and South Africa), account for just 9% of traffic, but these numbers are rising steeply: for example, Russian visitor numbers were up 18% in % 9% 5% 4% 4% 5% South America EUROPAGES, which is available in Spanish and Portuguese, offers its clients exposure throughout South America. Brazil alone, the world s 8 th largest economy, accounts for 2% of all visitors to the EUROPAGES site. 4% North America The United States and Canada represent a vast supply of potential visitors that EUROPAGES is starting to actively target. In 2011, visits from the USA were up 20%, with Canada up no less than 55%. 4% Africa In overall terms, the African economies remain under-represented, but there are signs of striking growth, especially with visitors from North Africa who are clearly looking for European outlets (Tunisia +57%, Morocco +25% and Algeria +30%). Source: comscore Digital Analytix, EUROPAGES 2013 GET FOUND 03

4 VISITOR PROFILES: SMEs FROM THE INDUSTRIAL SECTOR Although most users of solutions from EUROPAGES work in the industrial and manufacturing sectors, service industries are increasingly represented, reflecting the rise in import-export activities. Whatever the details, one thing is sure: B2B visitors are drawn to EUROPAGES. Retailers account for just 4% of visitors. Industry 55% Over half of all users are from industry, with three sectors that stand out: construction and civil engineering, mechanical engineering and metallurgy and metal working. 45% Top management 30% Middle management 25% Operational TWO OUT OF THREE USERS ARE DECISION-MAKERS OR PART OF THE DECISION-MAKING PROCESS It often takes over a month in B2B for a purchasing decision to be taken. This timeframe is shortened in cases where decision-makers are involved in the buying cycle from the start. The majority of users on EUROPAGES are authorised to take decisions about purchasing. 37% Services 22% More and more visitors to the EUROPAGES website come from the services sector, which accounts for one-fifth of the site s visitors. The services sector is the single most-searched sector on EUROPAGES. Wholesale, distributors, sub-contractors, agents and representatives 19% Professional buyers, purchasing centres and distributors turn to EUROPAGES because it saves them time when they are looking for suppliers and manufacturers of finished products. Retailers 4% The retail category, mostly B2C, is not very well represented on EUROPAGES. Some retailers, however, choose to deal directly with manufacturers and they use EUROPAGES to locate them. AN AUDIENCE OF SMEs Most visitors to EUROPAGES are drawn from the ranks of small businesses; almost 40% of them from very small companies (less than 20 employees), the rest from small and medium-sized businesses (50%). 10% of users come from companies that employ in excess of 250 staff. DYNAMIC SMEs One-in-two very small businesses on EUROPAGES have a turnover in excess of 2 million, a figure higher than the average for firms of this size. One-in-four small- and medium-sized businesses have a turnover in excess of 50 million, also higher than the average for companies of this size. 22% 14% 10% 10% 7% < >500 NUMBER OF EMPLOYEES 24% 19% 15% 15% 15% 13% <1M 1-2,5M 2,5-5M 5-10M 10-50M >50M TURNOVER, euro millions Source: comscore Digital Analytix, EUROPAGES 2013 GET FOUND 05

5 2. THE PERFECT PLATFORM FOR YOUR BUSINESS 3. TRANSLATING YOUR CONTENT MULTIPLIES YOUR COMPANY S POTENTIAL Using the EUROPAGES B2B marketing solutions is more than simply joining a community of professionals; above all, EUROPAGES offers the perfect platform for your business. To ensure that every business finds the trade visitors it wants, EUROPAGES has created an open-ended semantic-based system grouping business sectors and keywords. Every company that registers with EUROPAGES chooses keywords to ensure that his business is accurately positioned, side-by-side with other genuinely similar professionals. If the exact term is not available, the company is free to add a new, fully personalised keyword that will then be used to further enhance the EUROPAGES classification system. With over 2 million registered businesses, EUROPAGES has compiled a very wide-ranging and exhaustive database of terms, including descriptions of many highly specialised manufacturing activities. Even if a company uses very specific expertise, the business sectors, which are translated into 26 different languages, have been carefully designed to enable it to find its place alongside other professionals that uses similar techniques or offer similar services. This finely calibrated positioning means that companies using B2B marketing solutions from EUROPAGES receive only serious enquiries, enabling them to maximise their sales opportunities. Of all possible B2B services, content translation is the secret weapon that enables EUROPAGES to unlock its clients hidden potential, helping them to create a fully-fledged international strategy. EUROPAGES translates its clients text descriptions and keywords into 15 languages*. No matter what their size or field of activity, translation is a powerful tool for our clients. It enables them to speak to their customers and sales leads directly in their own language. This approach massively increases a company s audience, making it far easier to search for sales leads and customers abroad and in identified target markets, at the same time as improving search engine rankings. EUROPAGES doesn t use robots or software to create its translations. In order to guarantee a very high quality result, EUROPAGES has set up its own network of around 100 professional freelance translators based in Europe and around the world. All translation projects are managed with the aid of a computer-assisted translation (CAT) tool, which automatically stores all previous projects. Each time a new translation project is created, the translation memory tool searches all previous translations and makes a suggestion if a translation is available. * English, French, Italian, Spanish, German, Dutch, Danish, Swedish, Finnish, Portuguese, Greek, Russian, Simplified Chinese, Polish and Turkish. 4,500 headings 100,000 keywords to describe your activity Customer choices order CAT tools Analysis Translator network Translation memory E*Page update 06 EUROPAGES 2013 GET FOUND 07

6 CONVERT E*PAGE VIEWS IN ,870,132 It s good to be seen, but making a sale is better. This is what EUROPAGES tools do, they convert your audience. Don t be satisfied with visitors, turn them into buyers. Contact space 1. CREATE A LANDING PAGE TO FIT YOUR IMAGE The E*Page is at the heart of EUROPAGES B2B marketing solutions. An E*Page is a true Home Page for businesses to present key information such as their expertise, their products and their trading zone. Because EUROPAGES is an expert in search engine optimisation, the E*Page is the first thing that potential partners see when searching the internet for businesses. It is also the first point of call for visitors using the search engine on the EUROPAGES website. Multimedia space E*Pages are fully customisable, they act as a virtual shop window displaying a business key details: the company name as well as all other data needed by potential customers, such as the address, the geographical region served by the company and the languages spoken. It is strongly advised to include some contact information, such as an address, phone or fax number. E*Pages are also a great way to promote your own website, which might be an e-commerce site or a more comprehensive corporate website. Lastly, an E*Page is a multimedia space where each company can post photos, videos, and documents about its products and services. From a logo to a photo of its installations, a video showing how its products are created to a complete product catalogue, a well-designed E*Page quickly becomes a key sales tool. E*Page positioning space Non binding picture Source: comscore Digital Analytix, EUROPAGES 2013 CONVERT 09

7 PRODUCT PAGE 2. SHOWCASE YOUR PRODUCTS Display all your products or services on your E*Page No matter if it is on the internet in general or on the EUROPAGES website in particular, products are what professional buyers really want to see. A company that displays its catalogue on its E*Page increases its chances of being selected. Better still, an optimised page is created for each of its products, boosting its natural referencing and increasing its chances of being spotted. Quote request space Every page produced has its own URL with the product name and all content is indexed. Your products retrieved automatically (web crawler) The EUROPAGES B2B marketing solutions provide clients with a simple tool for retrieving catalogues that are already online: you just have to provide the relevant URL and decide how many products to show on the E*Page. EUROPAGES will then send a programme to retrieve the product photos and descriptions before they are published on the E*Page. What happens when you update your catalogues? The programme will spot the change and automatically update your catalogue. For Flash websites or PDF documents a manual product publication method is necessary. Manual file retrieval (XML and Excel) As well as the online crawler solution, EUROPAGES can publish product pages on an E*Page from a file provided by the client (in XML or Excel formats). Clients may update their catalogue by simply sending a new file. Creating product pages (by an operator) If the client s website does not feature a catalogue, EUROPAGES can create product pages from any other document format or media. Non binding picture 10 EUROPAGES 2013 CONVERT 11

8 myeuropages 3. YOUR PERSONAL SPACE: myeuropages Non binding picture EUROPAGES provides all its clients with a wide range of complementary tools, including E*Pages, multimedia content and keywords. The real strength of these tools lies, however, in their adaptability. Members are able to manage each tool directly via their personal space: myeuropages. Every element on the E*Page multimedia landing page can be modified and edited at will. From the moment an E*Page goes online, the company it belongs to is issued with an access code for its myeuropages account. Using this code, the company can logon at any time and is able to alter all the elements of its E*Page. Whether it is simply updating company details (address, contacts, , website, etc.), adding new elements (text, photos, videos, documents), or using keywords to describe its activities more accurately, everything is easily accessible and extremely simple to update. Each client company is free to tailor its strategy by adding or deleting free or structured keywords, by choosing one of our complementary solutions and by suggesting additional translations. All of this can be achieved effortlessly, without the need for any action by a third-party: e-marketing has never been more flexible! Content creation space Space for assessing effectiveness 12 EUROPAGES 2013 CONVERT 13

9 ASSESS mystats Choosing solutions from EUROPAGES is not a matter of signing a blank cheque. You are able to check your page views and click numbers at any time and you have all the tools you need to track and identify your audience. 1. YOUR DETAILED STATISTICS EUROPAGES solutions are based on a simple idea, the obligation to achieve results. Thereby every client is capable of assessing the return on investment for himself, based on reliable indicators available for consultation at all times. EUROPAGES has built a comprehensive and regularly updated information system based on its statistical data, a system that enables it to offer all its clients a powerful assessment tool: mystat. Space for tracking clicks With mystat, every member with a paid subscription enjoys exclusive, secure access to all of their statistics. Working within this private area, clients are able to consult traffic on their E*Page at any time of the day or night. This function provides clients with a fully transparent way to check the effectiveness of the EUROPAGES tools. Space for tracking s received Non binding pictures 14 EUROPAGES 2013 ASSESS 15

10 2. accurate analysis tools EUROPAGES doesn t just provide all of its clients with statistics: it also makes certain that they can be understood and easily exploited. Every month, 4 million visitors search, view and click on the E*Pages belonging to the two million companies listed on the site. These interactions represent tens of millions of pieces of information stored on the EUROPAGES servers. Every year we process and pass on a total of 5 teraoctets of information to our member companies in a fully transparent manner, (equivalent to 7,500 sets of a 15-volume encyclopaedia). This is data that our member companies use to calculate their visibility (E*Card Views and E*Page Views), count their website click throughs (Clicks), and add up contacts and requests for quotations received ( s) so that they are able to properly assess their return on investment. This process gives users of EUROPAGES solutions access to highly accurate information. They can check how many times an E*Page has been consulted, the number of click throughs to the website(s) promoted on the E*Page and the number of s received. EUROPAGES also indicates the geographical origins of visitors and potential partners for every item of information recorded. 3. CERTIFIED STATISTICS As statistics lie at the core of the marketing tools offered by EUROPAGES, we make sure that they are certified by an outside body: l Office de la Justification de la Diffusion. The OJD, which is a member of the International Federation of Audit Bureaux of Circulations, checks every month that the statistics declared by EUROPAGES are a true indication of the number of visitors to its website. In essence, this means that the OJD authorises the use of a limited number of tools to count visits to the EUROPAGES websites. These tools include comscore Digital Analytix, used by EUROPAGES. The OJD does more than simply authorise tools: it also audits the tag maps created by the websites it certifies. These tags are the digital markers that identify and track visits to websites. The OJD checks their placement and that they function correctly, guaranteeing that visitor number counts will be distortion-free. Encompassing both the tools and the way they are used, OJD certification ensures the complete transparency of all data used by EUROPAGES. EUROPAGES offers its clients the ability to request more far-reaching studies, enabling them to find answers to critical questions: who s looking for what, who s looking for who, which keywords are used for a particular business, where are users based, which companies have been viewed, what were the searches for and in which country did they originate? This information is vital for businesses using the EUROPAGES solutions and who want to elaborate and fine-tune their own e-marketing strategies. ROI statistics s received mystats clicks Logs Ad Server Client Database ETL : Extrait, Transforme & Load Datawarehouse ROI modelling, Scoring prospects, Optimisation e-marketing Datamart Client and internal reporting 16 EUROPAGES 2013 ASSESS 17

11 OPTIMISE Marketing solutions from EUROPAGES are totally adaptable. You adjust your content whenever it suits you, and accurately assess the impact of your decisions so you can constantly improve your visibility and, crucially, multiply your commercial opportunities. 1. 5,000 CHOOSE THE best suited solution on its website. But although free registration is a good way to start building visibility and discover the advantages of the EUROPAGES website, a paid subscription is the best way to really boost visibility and internet visitor numbers. The visibility enjoyed by members with a paid subscription is on average 78 times greater than free members, with 22 times more targeted views and up to 120 times more click throughs to their own websites. The type of subscription purchased is a decisive factor in increasing our clients return on investment: the greater the visibility, the higher the return on investment. The EUROPAGES range of offers ensures there is a solution to suit every client. The different E*Pages offers incremental visibility and prices, allowing clients to adjust their investment and achieve optimal efficiency. E*Page Views - Targeted visibility 4,000 3,000 2,000 1, Starter 902 Access 1,212 Entry 1,677 Economic 2,545 Medium 4,026 Premium bubble size : website click throughs E*Card Views E*Page Views Clicks 31, x78 x22 x120 20,000 40,000 60,000 80, , ,000 E*Card Views - Overall visibility EUROPAGES thousands of clients receive millions of visits every month. There are three main indicators used to assess their return on investment: E*Card Views (overall visibility), E*Page Views (targeted visibility) and Clicks (click-throughs to their website). EUROPAGES invites trade users to register and join the 2 million businesses already listed Free membership Paid membership Free membership Paid membership 6 Free membership Paid membership Source: comscore Digital Analytix, EUROPAGES 2013 OPTIMISE 19

12 BANNER & SKYSCRAPER DISPLAYS IN ,757, OUR COMPLEMENTARY SOLUTIONS Banner & Skyscraper Banners Two further advertising options are available on the EUROPAGES website as a way of increasing companies visibility: the Banner and the Skyscraper. The Banner* is a horizontal rectangular advertisement and the Skyscraper** is a vertical rectangular advertisement. These are designed as targeted advertising tools. Thereby, clients who purchase a Banner or Skyscraper choose from the 4,500 business sector headings on the EUROPAGES website and the advertisements only appear within these categories. This type of contextual display enjoys a far higher click rate than similar advertisements usually seen on the internet. These tools adapt to seasonal variations. The advertisement display periods can be configured to suit the fact that companies do not necessarily follow the same calendars. Springtime? After summer is over? One, two or three times a year? For one, two or six months? EUROPAGES displays what clients choose. Skyscrapers * Leaderboard (728x90) or Full Banner (468x60). Jpeg, Png, Gif or Flash. 20kB maximum. ** Wide Skyscraper (160x600) or Classic Skyscraper (120x600). Jpeg, Png, Gif or Flash. 20kB maximum. Non binding picture Source: Neodata EUROPAGES 2013 OPTIMISE 21

13 SPONSOR DISPLAYS IN ,033, OUR COMPLEMENTARY SOLUTIONS Sponsor & VIP A Sponsor* is a large rectangular advertisement, a VIP** is a small rectangular advertisement. They both appear on home pages and are permanent rather than contextual displays. These are the ideal EUROPAGES formats for companies keen to showcase their brand to the largest possible B2B audience. For a Sponsor or VIP display, EUROPAGES is able to meet specific demands in terms of the advertising period, which can be for one or more months display. The space reserved for Sponsor displays is sufficient for up to 4 client displays to be run alternately. An exclusive option is also available for clients that wish to book the entire space: they will be the only company display for the entire duration of the chosen period. The VIP space is sufficient for up to 8 companies, displayed alternately across 4 spaces. It is also possible to choose which language version of EUROPAGES will host the Sponsor and VIP displays. Sponsors VIP * Sponsor (300x250). Jpeg, Png, Gif or Flash. 30kB maximum. ** VIP (120x60). Jpeg, Png, Gif or Flash. 30kB maximum VIP DISPLAYS IN ,046,116 Non binding picture Source: Neodata EUROPAGES 2013 OPTIMISE 23

14 NOTES 24 EUROPAGES

15 EUROPAGES S.A. 127 avenue Charles de Gaulle Neuilly-sur-Seine - FRANCE Tel: +33 (0) info@europages.com