Download Digital Trade Advisors – Appointment Sheet

Digital Trade Advisors – Appointment Sheet
Name of Company:
Key Contact Name and Email:
ITA Name and Region:
☐ B2B Client
☐ B2C Client
Website URL:
Is the website undergoing any maintenance / restyling?:
How long have they been trading online?:
Are they currently on Emarketplaces? Please specify which ones:
Which overseas markets are they interested in?:
Please give a brief description of the product / service:
Areas of Interest?
☐ E marketplaces
(please specify which ones if known)
☐ Search Marketing (SEO)
☐ Data & Analytic Tools
☐ Advertising
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☐ Paid Search Advertising
☐ Display Advertising
☐ Social Media Advertising
☐ Video Advertising
☐ Internationalising your website
☐ Email & eCRM
☐ Social Platforms
o ☐ Facebook
o ☐ Twitter
o ☐ YouTube
o ☐ Pinterest
o ☐ Instagram
o ☐ LinkedIn
o ☐ International (list countries):
o
Other:
☐ Mobile Marketing
Any additional information
Suggested Meeting Dates (If applicable):
If it is a new client please email both of the DTAs. If it is existing client please email the DTA who has had past contact
Sarah Lumley-Holmes
Email: [email protected]
Office: 0121 607 1761
Mobile: 07711 005608
Teresa Gualtieri
Email: [email protected]
Office: 0121 607 1775
Mobile: 07710 083670
Glossary
E Marketplaces
Definition: E Marketplaces offer a simple solution to an age old problem, “How do I sell my goods/services to a broad
cross-section of the population when I don’t have a large retail footprint?”. An e-Marketplace is a virtual, online space
where buyers and sellers meet to carry out transactions involving goods and/or services. On an e-Marketplace,
transactions between buyers and sellers take place on a platform that is managed by the marketplace operator whose
role is to provide a transparent, confidence inspiring, safe environment for the different players, by making tools and
services available that achieve free-flowing traffic between them: on-line payment, catalogue and stock management,
verified information on the seller and/or buyer, etc. Such e-Marketplaces bypass traditional retail operating structures
and open markets to brands in a low cost and highly efficient way. E Marketplaces can be varied or specialist and niche.
They may also be local, regional or global.
Examples: Amazon (global), eBay (global), Tmall (China), JD.com (China), XIU.com (China), Laso (Japan), Lazada (South
East Asia), Trademe (New Zealand), Newegg (USA), Cdiscount (France), La Redoute (France), Allegro (Poland), Spartoo
(29 European countries), Spree (South Africa), Mercado Libre (South America), MarkaVIP (Middle East)
Flash Sale Sites
Definition: Flash sales sites are “members-only” ecommerce sites which offer one or many daily deals at discounted
prices usually for high end or luxury goods. For brands and manufacturers, it is a means to clear unsold stock through
high quality environment without hurting brand image.
Characteristics:
 limited duration of the sale (24h, 2 days, 3 days, 4 days, 5 days, depending on the website)
 limited quantity offered
 high discount rate (usually between 60% and 80%)
 "private" nature of the sale
 digital alerts (email, sms, apps, social etc.)
Examples: VIP.com (China), Vente Privée (UK, France, Spain, Italy, Netherlands, Germany, Belgium Austria and USA),
Privalia (Italy, Spain)
Advertising
 Paid Search Advertising: Text ads placed on web pages that show results from search engine queries. The ads are
triggered by keywords that match search terms entered by users on search engines. Search engines decide which ads
will appear for a specific search and in which order those ads will show on the page through an ad auction where bids,
ad quality and other technical elements determine each ad’s position in relation to the competitors. Advertisers pay
when the ad is clicked (pay-per-click).
Examples: Google Ads, Bing Ads
 Display Advertising: Display advertising is a type of online advertising that comes in several forms, including banner ads,
rich media (expandables), overlays, video and more. Unlike text-based ads, display advertising relies on elements such
as images, audio and video to communicate an advertising message and reach potential customers across the web and
in mobile apps. Most display advertising is sold through ad networks which represent groups of websites to advertisers.
Advertisers have to option to pay either when the ad is clicked (pay-per-click) or when the ad is viewed, regardless of
clicks (Cost-per-thousand impressions, CPM).
Examples: Google Display Network, Criteo, Amazon Advertising Platform
 Social Media Advertising: Form of online advertising that focusses on social networking platforms. One of the major
benefits of this type of advertising is that advertisers can take advantage of the users' demographic information,
location, behaviour, interests, etc. and target their ads appropriately. Pricing models vary across platforms and type of
campaigns.
Examples: Facebook Ads (Different ad types, based on your campaign goals: page post engagement, page likes, clicks to
website, website conversions, app installs/app engagement, event responses, offer claims. Placements: newsfeed ads,
right-hand column ads), Twitter Ads (Promoted Tweets, Promoted Accounts, Promoted Trends)
 Video Advertising: Video advertising is a type of display advertising that is served before, during or after a video stream
on the Internet. These ad units can either be skippable or non-skippable video ads (like the traditional ads you see on
television, although often they are "cut-down" to be a shorter version than their TV counterparts) or they can be semitransparent overlay ads that appear at the bottom of the video player window.
Examples: YouTube Ads
Internationalising your website
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Local domain vs Subdomain vs Folder (example: www.website.fr vs www.fr.website.com vs
www.website.com/fr)
Multilingual capabilities
Multicurrency capabilities (if applicable)
Global payment provider (if applicable)
Translations
International SEO
Localised social media
Localised online advertising
Trademark and IP protection
eCRM
Definition: electronic Customer Relationship Management. It concerns all forms of managing relationships with
customers making use of information technology (IT). eCRM is enterprises using IT to integrate internal organization
resources and external "marketing" strategies to understand and fulfil their customers’ needs. Many companies
consider it as an opportunity to reduce customer-service costs, tighten customer relationships and most important,
further personalize marketing messages.
Examples of eCRM systems: Salesforce, Microsoft Dynamics CRM
SEO
Definition: Search Engine Optimisation. It’s a methodology of strategies, techniques and tactics used to increase the
amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine
(SERP) -- including Google, Bing, Yahoo and other search engines. SEO helps to ensure that a site is accessible to a
search engine and improves the chances that the site will be found by the search engine and shown in the search result
page for a relevant search query.
Data & Analytic Tools
Monitor your website and online campaigns is important to make intelligent marketing and business decisions and
improve performance. There are many different tools you can use, depending on the type of data you need to gather
and where.
Examples: Google Analytics (to monitor you website performance - Free), Hootsuite (for social media monitoring and
listening), SEO Moz Open Site Explorer (to check referring domains and domain authority as well as competitors),
Google Trends (for real time search data – Free), Google Keyword Planner (for researching keywords and checking
traffic volumes and costs - Free), Hotjar (for heat mapping, that is a method of reporting where people click, look, scroll
or otherwise interact and engage with a web page).