KEVIN PERRY: Good morning.
ALICIA SANCHEZ: Good morning.
All right.
Well, it's great to be here with you all this morning.
And I'll wager that all of you here
are interested in taking your businesses internationally.
So today, we're excited to talk to you
a little bit about how Google partners with its customers
to go global.
My name is Alicia Sanchez, and I'm an international growth
consultant.
I have over eight years of experience
in international marketing and digital measurement strategies.
KEVIN PERRY: And I'm Kevin Perry.
I'm going a Go-to-Market lead on our international growth team.
And for the past four years prior to this,
I worked in Google's payment operations.
Helping us launch and optimize our business
when we were launching payments for new products
in new countries.
I'm excited to be here today, to talk about the challenges
that I faced and how, together, on the international growth
team, we're here to help you grow your business.
ALICIA SANCHEZ: So going global is a critical growth
lever for today's businesses.
And it includes diverse benefits,
such as new revenue streams, market diversification,
as well as global brand awareness increases.
These are all key drivers for your business.
But making the decision to go international
is just the beginning, as there are many challenges when you
enter the global marketplace.
So today, we'd like to start with a little quiz--
make it a little interactive--
to highlight some of these challenges.
Kevin, take it away.
KEVIN PERRY: So what better way to make sure
that you all are awake than to start the quiz
with a question about coffee?
So which of these nations consumes
the most coffee per capita?
Anything?
So this is the first lesson--
it's actually Finland.
And the reason we do this is to really remind you
that when you're going into new markets,
you really need to do your research because things
may not always be what they seem.
And the markets where you should enter first
might actually be ones that you didn't expect.
The next question is about operations.
So what's the most popular form of E-commerce payment in India?
Cash on delivery?
So it is actually eWallets.
And this, again, just goes to show your operations--
you can't make assumptions that things would
be the same as they are, say, here in the US,
where maybe credit and debit cards are most popular.
Or expectations that you might have had, say, from 2016
or before, where cash on delivery
was actually the most popular form of payment.
But over the past year in India, mobile wallet transactions
have more than doubled.
And it's now the most popular form of payment.
Third question in the quiz-- last one--
is around consumer behavior.
So in which of these countries are
consumers the most price sensitive
when they're shopping online?
I know, I know.
Just throw something out.
I hear Germany and Greece.
It's actually Italy.
And so the takeaway here is that when
you're developing your marketing campaigns,
the messaging that you use needs to really work
with the consumer behavior in these markets.
And here's the statistic to back it up.
So the takeaway here is that you really
don't know what markets you're entering in
and the consumers that you're going
to target unless you do your insights and do your homework.
I'm ready to find out more about how we do that.
So let's do this.
ALICIA SANCHEZ: Absolutely, let's do it.
So the how is what's really going to get us--
that's the tricky part.
So we did a survey in 12 markets with over 500 respondents.
And we found two key eye-opening insights.
The first is that 60% of businesses
find market insights to be the starting point and something
that they don't have access to.
And the second is that 83% of businesses
are slowing down their expansion or not
expanding at all due to some of these operational barriers.
So even though Google's primary value proposition
is online marketing, we knew that if we
wanted to make a difference for businesses
with international aspirations, we
needed to deliver these insights and an end-to-end solution
for successfully expanding internationally.
And Google's in an unique position to help.
We have loads of expertise internally
in all of these areas that are required
to scale internationally.
And I'll highlight just a couple.
For example-- from a marketing and localization perspective,
we launch content all around the world
and especially around seasonality.
So for example, we'll launch Lunar New Year
content in Southeast Asia.
From a finance and consumer payments perspective,
we take payments from all around the globe.
And including on smartphones.
And then our hardware team actually
has supply chain and logistics expertise,
as they launch the Made By Google
products around the world.
So when you marry this with the data capabilities of Google
and our consumer behavior information that we have,
you get what we think is a compelling set of solutions.
So enter Market Finder.
We've created Market Finder to be an easily digestible place
to find new markets.
It also takes you through the journey
for planning your operations and then, also,
marketing yourself globally.
So here's a short video to introduce Market Finder.
[VIDEO PLAYBACK]
- Hello, welcome to Market Finder,
a new Google tool that helps small businesses
find the best markets to export their products to.
Market Finder uses Google's unique data insights and search
volume metrics to help businesses
make confident, informed decisions
about international growth.
And it does it in a matter of seconds.
Let's see how Market Finder helps
Claire, a manager at a jewelry business, Argento,
find the best export opportunities.
Market Finder scans her website and identifies
all the relevant categories for the products
that she can export.
Based on Argento's product categories,
Google's unique search volume metrics and insights
show Claire the markets with the highest export potential.
Each market is ranked to show the monthly searches
for Argento's business categories,
ease of doing business in that market,
and the markets household disposable income.
Claire signs up to get even more detailed, insights,
and market recommendations.
Now, she can delve deeper into the shortlisted markets.
And compare and explore with Google's unique data insights.
Market Finder has six detailed profiles
for each country that you can search and use instantly.
Claire wants to learn about the logistics of exporting to Japan
and expands the economic profile.
The search and advertising profile
shows how many people first view her product online.
Now, Claire checks internet use during key purchasing stages
and a number of weekly online purchases by device.
[END PLAYBACK]
ALICIA SANCHEZ: So as you can see,
Market Finder goes to the three main steps to going global--
finding insights, planning your operations,
and marketing yourself globally.
You can start with Market Finder to really plan and create
your go-to-market strategy.
First, you'll find those insights
and create a shortlist of target markets.
Then you can use the over 100 guides, articles,
and case studies to plan your operations
and to market yourself globally.
So today, we're going to cover each of these areas briefly.
So let's take a look at finding insights.
Planning and prioritizing is core
to what my team of international growth consultants and I
do when we create a plan to go global for clients.
We start with Google's bread and butter--
data and insights.
And we use that to prioritize what
those target markets should be.
And you'll need to do this, as well,
so that you can deploy your resources
and maximize your impact.
We all know we can't do it all at once.
So when you start with Market Finder
and create that target list, you also
want to marry that with your data.
Your data allows you to know where the organic traffic is
coming from and where the organic demand is
coming from for your product and service.
And we have a couple of tools from our toolkit
to help you do that.
Google Analytics allows you to analyze your website traffic
for location and language.
The Google Play Developer Console
allows you to take a look at your KPIs across conversions
and engagement globally.
And Firebase Analytics allows you to slice and dice
your demographic information to find any key trends there.
And then, I'll leave you with two other tools, which
you're probably familiar with.
Google Trends allows you to take a look at user search behaviors
and patterns across seasonality, as well as geography.
And then we have a treasure trove of consumer behavior
information by market.
And you can take a look at how consumers purchase
and there's guides by the different markets globally.
It allows you to take a look at how internet users use
the internet across the world.