Creating a Customer Focused Global Search Marketing Plan

+ Creating a Customer Focused Global Search Marketing Plan + 1

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About Limin Zhao Senior Global Paid Search Manager, Lenovo.com. Oversees SEM program for Lenovo in 20+ countries. SEM is the #1 customer acquisition channel for Lenovo. + 3

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About Udayan Bose Founder & CEO, NetElixir. Founded PartyBingo.com (PartyGaming, Plc). Guest Lecturer: Johnson School of Management, Cornell University. City University of New York, Baruch. Indian School of Business. + 5

About NetElixir It takes a certain precision and expertise to thrive in the hyper-competitive digital marketing arena. NetElixir is a global search marketing agency devoted to finding the formula that drives success. From PPC to SEO to Web Analytics, since 2005, our fanatically analytical approach and around the clock campaign management services have enabled over 200 retail search advertisers around the world maximize return on their marketing investment. Visit us at www.netelixir.com to learn more. + 6

Global Search Marketing: Table of Contents Global Search Landscape & Creating a Strategic SEM Plan. Inside the Mind of Lenovo s Customer. Global Cultures and Search Marketing. Search Marketing Grid for Global Retailers. + 7

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PPC 30% share of page PLA 33% share of page Page Presence Paid Ads 75% Organic Ads 25% Organic 25% share of page PPC 12% share of page Below the Fold Click Share Paid Ads 35% Organic Ads 65% + 9

Build a Strategic Search Marketing Plan Apply the GOST Model to build country-specific plans. Country-specific KPIs. Global Goals & Local Execution. + 10

The GOST Model Strategic Initiative #1 -Tactic #1 -Tactic #2 Primary Goal Secondary Goal Strategic Initiative #2 -Tactic #1 -Tactic #2 Strategic Initiative #3 -Tactic #1 -Tactic #2 + 11

Lenovo Customer Journey & Goals Attention new customer loop Interest Advocate Bond existing customer loop KPI: Lifetime Customer Value/Ad Spend Desire Enjoy KPI: Cost of Acquiring a New Customer Purchase + 12

Google is the Dominant Force 92% AVERAGE MARKET SHARE IN >23 COUNTRIES + 13

Google is the Dominant Force 19% AVERAGE MARKET SHARE IN CHINA, RUSSIA, S. KOREA + 14

3 Local Champions vs. Google (Launched in 1997) 76% CHINA (Launched in 2001) 61% RUSSIA (Launched in 1999) 65% S. KOREA 5% Other 19% Google 13% Other 26% Google 26% Other 10% Google + 15

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If I have to Have Fun Want it all Get It Done General Orientation What do people expect / want to accomplish? Lenovo s BAM ( Behaviors & Motivations ) Segments Consumers high level orientation sets the stage for why they want and how they use technology Specific Segments What do they do, what motivates them relative to technology in their life? Go Getters I am constantly on-the-go - staying connected to work and family are my main priorities. I use all types of technology to help stay in the loop it s important that all my devices / information are in sync and up-to-date. Tech Trendsetters Home Honchos Technology helps bring order to my personal life. Whether it s managing finances, planning travel, or organizing my calendar, technology is quite a helpful tool when tackling my life and activities at home. I love the power and potential of technology. Using the latest and greatest devices and services is both fun and functional. Technology is an invaluable part of my life and I can t imagine getting through the day without it. Savvy Socials Keeping up-to-date with friends and family is my main motivation. Social networking, chatting, twitter... I like feeling that my friends and family are right there too. Avid Avoiders Game Gurus I m about as low-tech as it gets, and that is just fine with me. Technology doesn t really have a role in my daily life in fact, I would like it if I could avoid using all those devices and services as much as possible. I like to really immerse myself Whether it be competitive, social, or solo, using technology is all about the fun and excitement of gaming. Common Casuals Media Moderates I enjoy using technology for entertainment, be it watching a TV show I missed or listening to music I want to hear.. Tech helps me tune in when I feel like tuning out. I have a routine and it works for me I m not really looking for new technology until its tried and true. If I see people using tools that are newer or better I ll give it a look, but I typically stick with what I know. + 17

Google Organic Google AdWords Google PLA s Bing Organic Bing Ads Bing Product Ads Social Using our LXR Analytics Technology We Tracked Sales in Real Time + 18

Parameters that we Analyzed Click to Purchase Latency (how long does the searcher take to become a buyer). Searcher Sophistication (length of search queries) Day-parting trends (when do customers search and when do they buy). + 19

Visitor Path (Click to Conversion) is No Longer Restricted to One Channel Organic Google X220i tablet Organic, Google Lenovo Thinkpad Tablet PPC,Google, Broad Lenovo x220 sale PPC, Google Keyword: Lenovo Exact match Thinkpad x220 Organic, Google Lenovo Thinkpad tablet MSN, Exact Lenovo x220 PPC,Google Keyword: Lenovo Exact Match Thinkpad x220 PPC,Google Keyword:Leno vo Exact Match Thinkpad x220 Purchase through MSN 4286CTO - ThinkPad X220-1 Yr Depot Top seller Warranty - notebook + 20

Time Between First Paid Search Click and Purchase Has Increased by 12%* *NetElixir Retail Intelligence Research. Comparing click paths: 2014 vs. 2010 + 21

Cumulative number of orders Latency Study (conducted in January 2014) 18,000 16,000 14,000 12,000 10,000 3.3% 8,000 80% 6,000 4,000 90% 2,000 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 Number of days between first click & purchase + 22

Search Queries are 30% Longer Compared to 2010 4.7 4.3 4.3 Searchers are more purposeful today. They believe being more specific will help them get answers faster. + 23

When Does She Purchase (PC & Mobile)? Hour of the Day 18% 16% 14% 12% 10% 8% North America 35% 30% 25% 20% 15% LAS 6% 4% 2% 0% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223 10% 5% 0% -5% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223 % Contri by HoD (Mobile) % Contri by HoD (Mobile) % Contri by HoD (PC) % Contri by HoD (PC) + 24

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Have You Ever Been to a HILL STATION? Mountain Retreat + 27

Understanding Global Cultures Culture is the collective programming of the mind which distinguishes the members of one human group from another...culture, in this sense, includes systems of values; and values are among the building blocks of culture. + 28 28

Perception Study: Germans & Chinese + 29

Hofstede s 5 Cultural Dimensions Model + 30

Cross Cultural Comparison + 31

Adapting Search Marketing Tactics per Hofstede Model PDI IDV MAS UAI LTO High Long Tail (specific keywords). Lesser number of landing pages (and product choices). Search Queries are more useful to get a sense of individual preferences Power phrases, use of verbs in keywords. Ad Copy needs to clearly specify product features and benefits. Simple and precise messaging. Offer more information. Wider keyword portfolio is advisable. Click to purchase latency is high. Low Generic and informational keywords. Social Keyword Research Recommended. Social Extensions have higher impact. Experience keywords, usage of imagery in ad listings. Focus on intangible attributes, find out more, etc. Call to action words like buy now have greater impact (and success) + 32

Country-Specific Best Practices for Paid Search Canada UK Germany France Australia Russia Brazil China India Keyword Preference Ad Copy Set up separate Canadian French and English campaigns and ad copies. 40% Broad Match; 30% Phrase Match; 30% Exact Match Specific, long-tail; SQR Reports Differentiat ors+ Promotions + Brand Specific, long-tail Focus on product attributes and quality. Broad Creative ad copies written by locals focus on emotional connect. 40% Broad, 20% Phrase, 40% Exact Differentiato rs + Promotions + Brand. (Pose a challenge, contests are powerful). Target Moscow and St.Petersburg separately. More evolved and higher value users. Focus on product categories and benefit classes (coke, pepsi, fanta are all just soda ) Broad Focus on promotion s. Emotional connect. Social Media is very powerful. 20% Broad, 20% Phrase, 60% Exact Focus on variety and promotions. Highlight new. How can your product elevate social status. Broad. Top 5 metros account for 70% of ecommerce sales. Focus on promotions and product discounts. Track conversatio ns on FB and add cues to ads. How Effective is Day-parting Moderate Very High High Moderate Moderate Low Low Very High Moderate + 33

Summary Establish country-specific SEM goals. Segment your customer base. Build strategic plan to efficiently target customer base using our GOST Model. Apply Hofstede Model to gain deeper understanding of local cultures. Apply tactics specified in NetElixir s SEM Culture Grid to fine tune your campaign. Track performance using country-specific KPIs. + 34

For More Information Email Udayan: Udayan@netelixir.com Email Limin: lzhao1@lenovo.com Follow NetElixir on Twitter: @NetElixir. Follow Lenovo on Twitter: @Lenovo. Access NetElixir University Knowledgebase: http://www.netelixir.com/university/workshops-webinars. + 35

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Daily Meals + 37

Contacts + 38

Way of Life + 39

Standing in a Line + 40

Opinions + 41

The Boss + 42

Punctuality + 43

Parties + 44

Problem Solving + 45