If your brand doesn’t have a global marketing strategy, you may find yourself battling for share of mind on two fronts. First, even if you aren’t marketing internationally, your competitors probably are. Second, brands are marketing to your target audience on your online turf using SEO, retargeting, and content marketing. Investors and brands are keeping their eyes on the emerging global markets, particularly those in Asia. With 525 million people who are considered “middle class” and who continue to increase their spending power, opportunities for brands in this part of the world cannot be overlooked.
International Search Engines
Google is not the search engine of choice for many of these emerging markets. In fact, if brands want to reach audiences in China, they need to get their message out over Baidu or Qihoo, in Korea Naver is the most popular search engine, and in Russia the majority of internet users get their information via Yandex.
The challenge for brands is to get their message out and then measure the effectiveness of the message in various markets and in comparison to their competition. In response to that need, GinzaMetrics is leading the way with their SEO and content marketing platform in support of the most popular search engines in the emerging markets of China, Russia, Japan, and now South Korea. With the new addition of South Korean search engines, GinzaMetrics now supports all of the following international search engines:
- All instances of Google
Support for South Korea
Within the global economy, the South Korean search market is one of the fastest growing sectors. According to a recent study by Webcertain, the mobile internet traffic in Korea exceeds the global average. Online purchases are up 50% since 2007 and spending in Korea is at an all time high of 172547.50 KRW Billion or $167 Billion US, according to reports by The Bank of Korea. With 37% of Koreans buying and using mobile devices, international brands need a way to track digital marketing efforts, keywords, and KPIs in this expanding global market.
Flexible and Customizable
A tool is only as good as its usability. Most brands will not enter every market at once, so carting around a lot of extra tools on your analytics platform doesn’t make sense. GinzaMetrics realizes that the best tools are the ones that give the user flexibility. Designed with the user in mind, the analytics and marketing platform is entirely customizable. New features can be set up easily on any new or existing customer site and can include one or all of the popular Asian search engines. Users can also select device-level views such as iPhone or iPad to better understand the growing mobile market.
The addition of the international search engine capabilities will allow users to get rankings and findability scores daily while monitoring competitive activity. The recommendations features will help brands to identify competitors they did not know existed in these new markets and track them as well. For the first time, brands will be able to keep track of their content, social, and web presence in South Korea, Asia’s fourth largest economy sector.
Google is Not Number One
Unlike the US, Google is not number one in the foreign search engine ecosystem. For a while, US companies who were moving toward global business opportunities could still rely on Yahoo to get the job done. But Yahoo is losing hold and local search engines have started to take the majority of the market share. According to a report in The Economist in March, “Every day around 18m people visit its (Naver’s) homepage. It has almost 80% of the South Korean search market, making the country one of just three where Google is not top (the other two are Russia and China).”
Brands that want to gain market share and measure search results against company KPIs and revenue growth will have to turn their attention to the global economy and to foreign search engines.
Learn more about GinzaMetrics here.