Asia Pacific, or APAC, includes countries along the Pacific Rim of Asia and Oceania, each of different sizes, cultures and developmental statuses. In aggregate, this region of about 20 countries counts near 4 billion people and $24 trillion in aggregate GDP (summed World Bank population and GDP figures, also used in the Excel charts below) and has exploded onto the digital scene. In fact, according to a recent eMarketer study, APAC has already usurped North America for the title of global e-commerce heavyweight in 2014 and is still growing fast, with total sales estimated to exceed $1 trillion in 2017. This final segment of the cross-border series dives deeper into the opportunity available in APAC, providing considerations and best practices useful for digital marketers looking to establish an effective strategy in the region. One of the most important things to keep in mind when approaching APAC is that the region is highly diverse and segmented, spanning the mature countries of … [Read more...] about The Cross-Border Series Part 4: Advertising In APAC
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Search unifies people across the globe, and search engines are the catalyst for making that connection. For global brands, optimizing for different search engines and different cultures increases awareness, visibility, traffic and conversions. Global SEO and content marketing are more important than ever! The 2013 year saw search engine heroes and underdogs fight for their share of market across the globe. Here in the U.S., Google continued to dominate the U.S. search market, and Yahoo saw a steady decline while Bing consistently grew. Globally, Google reigned in terms of overall reach, but indigenous search engines worldwide in countries like Russia, China and South Korea claimed their stake as leading engines in their homeland and beyond. The climate of global search and online usage is hot. Countries all over the world are online more and more each year, buying, selling, and engaging in social activities on both desktop and mobile. Marketers engaging in global SEO and digital … [Read more...] about The Global SEO & Content Marketing Landscape
Police apparently raided Google’s Korean offices in Seoul “on suspicion its mobile advertising unit AdMob had illegally collected location data without consent,” according to a Bloomberg report. This is the most extreme action taken by any government in the growing controversy over smartphone location data — essentially criminalizing data collection. In the US Apple and Google have both been sued in private class actions and members of Congress are calling for testimony and investigations. Latest Google Headache in Korea The is merely the latest legal challenge for Google in South Korea. Previously the company was being investigated (and criminal charges were filed) over WiFi data collection via Street View. More recently, antitrust claims were filed against Google by NHN Corp. and Daum. Reportedly 70 percent of Korean smartphones are running Android. Location data is critical for the optimal functioning of smartphones and the delivery of services that consumers … [Read more...] about Police Raid Google’s Korean Office Over Location Data
One of the growing recommendations for clients who are upset by competitors stealing away traffic by bidding on their brand is why not trademark it? Looking at the conversion/goal data you can see, for most clients, a large number of the converting phrases revolve around their brand/trademarks. So, making sure they catch a larger share of this traffic is in the best interest of your clients. Why enforce your trademark in AdWords? One of the big reasons is that much of your offline and external marketing strategies help increase the volume of branded search traffic which you can ensure you capture via AdWords. You’ll also find that branded search traffic converts better than generic terms but you get a dual benefit as typically AdWords also uplifts CTR of your organic results. Another reason to enforce trademarks is that it keeps your marketing campaigns from failing when marketers continue to use call to actions in media campaigns such as “Google us” or “Find us … [Read more...] about AdWords Plays if You Can’t Beat Them Trademark Them!
A little more than three years ago, Facebook made waves with their acquisition of Instagram. The 10-digit sale price was criticized by some at the time, however, there are very few folks laughing today. A few major hurdles have been eliminated, making Instagram a major player for traditional media buyers and brand budgets. Today, Instagram ads are available for all advertisers, both small and large, in more than 30 countries. Current countries include Spain, Italy, Mexico, India and South Korea — with more on the way with a target of September 30. This is a huge development in accessibility for marketers, as they can leverage Facebook’s popular ad infrastructure and include Instagram with objective targeting or shopping directly within Instagram. On top of the new availability and global targeting, Instagram has rolled out new ad options for advertisers (making it easier to repurpose existing creative): Landscape Photo & Video Ads. No longer will advertisers be … [Read more...] about Instagram Has Arrived As A Haven For Ad Dollars, Thanks To Global Ad Roll-out & New Ad Options