How to use Google for your export strategy part 2
By Anika in Business opportunities, E-commerce, Export, Members on 20. Oct, 2015No Comments
Did you know that export-oriented companies are more successful than companies that are focused on selling solely to the local market? You probably know already because you have read our previous blog post ‘How to use Google to support your export and marketing strategy part 1’.
Starting with export: How to choose an export market?
We hope that Google’s Global market finder and Keyword planner were useful for developing your export strategy. In this blog post we will explain more interesting tools of Google’s toolbox for businesses.
Consumer Barometer
The consumer barometer is an interactive tool that provide insight in the consumer’s buying behavior. Consumers interested in private good investments are searching for information before they make the decisions. Usually careful considerations are made. For these types of goods Google can be a relevant tool. Understanding the consumer’s needs is essential to enter the market. Due to their online behavior, the interests of consumers can be easily monitored.
Let’s continue with Japan, which was used as example in the previous blog. Japan may not be the easiest country to start with export, especially if you want to enter the (electric) vehicle market. Beside their language, their culture is different as well.
The consumer barometer is a great tool to understand your customer’s buyer behavior and discover their needs. When you start using the barometer, Google gives you two options. You can start with Google’s key findings or use the Graph builder.
Google Key Findings
Google Key finding shows you general interesting information about internet use in Japan (or any other you are researching). This information is very useful, especially if you are selling products. This tool is great to get a general impression of your export market. It automatically generates comparison with different countries.
Did you know that online comparison is the most important reason for internet use during the purchase journey in Japan? Getting curious? Take a look at the Consumer Barometer to discover the results for yourself. The country settings are easily adjustable to discover the findings for your needs.
Google Graph Builder
Google Graph builder gives you the ability to search for specific information. You can go very deep into different target markets and products.
We are still using Japan and the electric car as example. This product is too specific for the Graph Builder but we are sure that if you are interested in buying an (electric) car, you are interested in a car insurance as well.
The example below shows how consumers use the internet to make their buying decisions for car insurances in Japan.
If you want to know the difference between Japan and other (potential) markets, you are able to compare these markets. The image below shows the differences between the Japanese and the USA market.
You can take a look at the Graph builder and search for information that is relevant for your business.
Our mobile planet
Google does not only know what people are looking for but Google also knows about mobile device behavior. You can select your export country and Google will show you interesting information about that country. You can even compare countries and certain types of behavior. Beside a graph Google also makes it possible to download the full country report in your desired language.
In this graph Google shows the mobile purchases made in different countries in different years. This tool is great to develop your mobile export strategy by understanding the mobile consumers.
Unfortunately Aruba is not included in Google’s country list but data is available for larger countries. Take a look at ‘our mobile planet’.
Display Benchmark Tool
Online advertising is a great tool to reach your target group abroad. It is cheaper and eco-friendlier than traditional advertising. Are you not sure yet how to develop your advertising strategy? No problem. Google will help you with the display benchmark tool. This tool gives you the option to select your export market, industry, type of advertising and timeframe.
Google will show you the trend, best display placement and the CTR. See image below.
We are still using the (electric) vehicle as example. The image below shows you the formats of display advertising for vehicle advertisements in the United States.
This tool is very interesting if you want to expand your market by using display advertisements. This is a great and extensive tool. You don’t have to be a marketing expert, Google can even make a recommendation based on your knowledge and experience. You can try it yourself, take a look at ‘display benchmark tool‘.
We hope this blog post is useful for developing your export and marketing strategy.
