Digital E-Export: E-commerce, Marketplaces, SEO, SEA, Social Selling and E-marketing for B2B & B2C
Ce livre décrit les éléments clés du commerce international à venir, un domaine qui évolue progressivement sous l’influence de la transformation digitale. L’ouvrage s’appuie sur le succès des sept livres de la série Digital Exporter, qui inclut une mise à jour complète, des études de cas internationales, des conseils pratiques et des explications détaillées sur les étapes à suivre pour mieux s’implanter à travers divers canaux et frontières.
Dans la première section, Digital E-Export explore les étapes essentielles pour élaborer une stratégie numérique internationale efficace. Dans la deuxième section, vous découvrirez une gamme complète d’outils indispensables à la vente en ligne dans le commerce électronique transfrontalier et sur les marketplaces. La troisième section révèle les secrets de l’optimisation des moteurs de recherche (SEO) et de la publicité (SEA) à l’échelle mondiale. Enfin, la quatrième section vous explique comment gérer les complexités des ventes multilingues sur les réseaux sociaux et les campagnes d’emailing.
Section 1: Get on The Road Wisely With the Best E-Export Strategy!
- THE WEB IS NOT THE INTERNET
- THE ART OF CLIENT-SERVER DYNAMICS
- EXPORT 2.0: THE DIGITAL TRANSFORMATION OF EXPORT
- BROWSERS AND SEARCH ENGINES ON THE INTERNATIONAL SCALE
- INTERNATIONAL WEBSITE TYPES AND DOMAIN STRUCTURES
- .CO.UK, .DE, .IT, .COM, … WHAT DOMAIN NAME FOR EXPORT SUCCESS?
- YOUR BRAND OR YOUR KEYWORDS?
- LESS LOCAL, MORE GLOBAL
- TAILORING YOUR BRAND FOR OVERSEAS AUDIENCES
- THE CRITICAL POINTS TO CHECK ASAP
- THE RISKS OF OUTSOURCING BRAND MANAGEMENT FOR EXPORT
- BAD TRANSLATIONS
- ARE AUTOMATIC TRANSLATIONS BAD?
- TRANSLATION VS TRANSCREATION VS WOR(L)D-READY TEXTS
- INTERNET CONNECTS MACHINES; LANGUAGES CONNECT PEOPLE!
- HOW MUCH DOES IT COST?
- INTERNATIONALIZATION: WHAT IS IT?
- LOCALIZATION: WHAT IS IT?
- GLOBALIZATION: WHAT IS IT?
- THE ‘GENERALIST SPECIALIST’ AND THE POWER OF VERSATILITY
- THE SPECIFICITIES OF E-COMMERCE
- GOOGLE ANALYTICS
- GOOGLE SEARCH CONSOLE
- THE TOOLS OF OTHER SEARCH ENGINES
- ADVANCED SEARCH IN LOCAL GOOGLE
- GOOGLE KEYWORD PLANNER
- GOOGLE MARKET FINDER
- GOOGLE TRENDS
- MULTICHANNEL, CROSSCHANNEL, OMNICHANNEL
- INTERNATIONAL MULTICHANNEL DIAGNOSIS
- TRADITIONAL EXPORT
- + MULTICHANNEL EXPORT
- = E-EXPORT!
- T.O.S.C.A., NOT ONLY FOR OPERA LOVERS!
- T: TARGET
- O: OBJECTIVE
- S: SEGMENTS … AND PERSONAS
- C: CALL-TO-ACTION
- A: ANALYTICS
Section 2: Cross-Border E-commerce and Marketplaces for E-Export
- SAAS, OPEN-SOURCE, CLOUD, … WHICH ONE TO CHOOSE?
- CROSS-BORDER E-COMMERCE MADE EASY WITH A CMS: THE MAGIC OF WORDPRESS
- AND THE WINNER IS
- BIENVENUE, 欢迎, WILLKOMMEN! WHAT AND WHERE TO TRANSLATE?
- HOW TO DO IT ON WORDPRESS.ORG
- HOW TO DO IT ON SHOPIFY
- IMPORT/EXPORT DUTIES AND COMPLIANCE
- VAT: FROM A NIGHTMARE TO A DREAM
- OPTIMIZING CROSS-BORDER ONLINE PAYMENTS
- CROSS-BORDER FULFILLMENT: YOUR THREE BEST OPTIONS
- WHAT ARE THE MANDATORY NOTICES FOR CROSS-BORDER E-COMMERCE?
- THE MARKETPLACE, AN E-COMMERCE LIKE NO OTHER
- MARKETPLACE VS. E-COMMERCE: WEIGHING THE PROS & CONS
- INTERNATIONAL B2C MARKETPLACES
- IS GOOGLE SHOPPING A MARKETPLACE?
- INTERNATIONAL B2B MARKETPLACES
- HOW TO GET STARTED ON B2C MARKETPLACES
- HOW TO GET STARTED ON B2B MARKETPLACES
- WHY B2B AND B2C MARKETPLACES ARE DIFFERENT
- SALES TAXES & DUTIES ON THE INTERNATIONAL MARKETPLACES
- SELLING IN CHINA VIA TMALL GLOBAL
- TMALL VERSUS TMALL GLOBAL
- HOW MUCH DOES IT COST TO SELL ON TMALL GLOBAL?
- SELLING IN CHINA VIA JD WORLDWIDE
- JINGDONG’S ONLINE BUSINESS MODELS
- HOW MUCH DOES IT COST TO SELL ON JD WORLDWIDE?
- WHY JINGDONG?
- ZALANDO REQUIREMENTS AND SELECTION
- ZALANDO INTEGRATION AND COSTS
- ZALANDO’S COMMISSIONS AND FULFILLMENT
- PRODUCT- OR STORE-ORIENTED: TWO OPPOSITE BUSINESS MODELS
- CONSUMER PROFILE AND CONTENT
- HOW MUCH IT REALLY COSTS TO SELL ONLINE IN JAPAN
Section 3: SEO & SEA to Drive International Clients
- BROWSERS AND SEARCH ENGINES: A TALE OF TWO CONCEPTS
- PANDA, PENGUIN, COLIBRI, PIGEON … IN THE ZOO OF GOOGLE’S ALGORITHM
- HISTORY OF MAJOR GOOGLE ALGORITHM CHANGES
- EXPORTING IN THE DIGITAL AGE AND THE POWER OF SEO
- LOCALIZED SEO VS. INTERNATIONAL SEO
- HOW TO CAPTURE ONLINE TRAFFIC AND PROSPECTS INTERNATIONALLY
- TARGETING BY COUNTRY OR BY LANGUAGE?
- THE CHALLENGES OF INTERNATIONAL TARGETING
- TARGETING BY COUNTRY
- TARGETING BY LANGUAGE
- ON-PAGE SEO FOR E-EXPORT
- OFF-PAGE SEO FOR E-EXPORT
- BUILDING BACKLINKS ABROAD
- IS YOUR WEBSITE INDEXED ABROAD?
- DOS & DON’TS OF INTERNATIONAL SEO
- ONE OR SEVERAL KEYWORDS FOR EXPORT SALES?
- HOW TO FIND THE RIGHT KEYWORDS FOR INTERNATIONAL GROWTH
- SOME FREE OR PAID TOOLS
- SEMANTIC WEB AND STRUCTURED DATA
- HOW TO INTEGRATE THEM INTO AN INTERNATIONAL WEBSITE
- DUPLICATE CONTENT ISSUES AND THE ‘HREFLANG’ TAG FOR INTERNATIONAL WEBSITES
- DOMAIN MIGRATION
- MIGRATING A LOCAL WEBSITE TO AN INTERNATIONAL ONE
- EXPORTING TO CHINA WITH BAIDU
- EXPORTING TO RUSSIA WITH YANDEX
- EXPORTING TO SOUTH KOREA WITH NAVER
- EXPORTING WITH BING AND YAHOO!
- FREE VS. PAID WEB MARKETING
- THE SIX ‘Ss’ ON THE INTERNATIONAL SCALE: SEO, SEA, SEM, SMO, SMA, SMM
- SEO/SMO OR SEA/SMA FOR E-EXPORT?
- RUNNING EFFECTIVE ADS ABROAD WITH GOOGLE ADS
- GOOGLE ADS VS. GOOGLE SHOPPING VS. GOOGLE SHOPPING ADS
- HOW TO RUN GOOGLE SHOPPING ADS INTERNATIONALLY?
- CSS VS. GOOGLE SHOPPING ADS
- SET YOUR INTERNATIONAL BIDDING
- INTERNATIONAL SEA BEYOND GOOGLE
- SEA ON BAIDU IN CHINA: HOW MUCH DOES IT COST?
- HOW DISPLAY ADS DRIVE GLOBAL GROWTH
- CHOOSE YOUR DISPLAY
- RETARGETING, PROGRAMMATIC AND NATIVE ADS
- FINAL TIPS FOR INTERNATIONAL DISPLAY ADS
- HOW TO DO SMA FOR E-EXPORT
- INTERNATIONAL ADS ON META
- INTERNATIONAL ADS ON LINKEDIN
- WHY INFLUENCE MARKETING? AND WHICH TYPE?
- INFLUENCERS FOR E-EXPORT
- FINDING THE RIGHT INFLUENCERS IN FOREIGN MARKETS
- YOUR ACTION PLAN FOR INFLUENCERS
- INFLUENCERS IN CHINA
- AFFILIATION: WHAT IS IT?
- AFFILIATION: HOW DOES IT WORK?
- INTERNATIONAL MEDIA RELATIONS
- PR/MR KEY POINTS FOR E-EXPORT
- CPM, CPC, CPL, CPA, PPS: DIFFERENT BUT THE SAME EVERYWHERE
- DARK SOCIAL: MAY THE FORCE BE WITH YOU!
- IS SEO DEAD? NOT SO FAST!
- FINAL POINTS ON PAID LEVERS FOR DIGITAL E-EXPORT
SECTION 4: Social Selling & E-Marketing to Boost Your International Brand
- YES #1 – BRAND AWARENESS
- YES #2 – INTERNATIONAL SEO
- YES #3 – SOCIAL SELLING
- GLOBAL PLATFORMS
- INSTANT MESSAGING FOR EXPORT BUSINESS
- ‘BORDER-FREE’ NETWORKS AND THEIR IMPLICATIONS FOR BUSINESS
- THE LOSING GAME IN B2B SOCIAL NETWORKS: VIADEO VS. LINKEDIN
- IDENTIFY RELEVANT SOCIAL NETWORKS
- HOW TO SET INTERNATIONAL EDITORIAL GUIDELINES
- HOW TO SET INTERNATIONAL EDITORIAL CALENDAR
- BUZZ = VIRAL CONTENT = VISIBILITY = BRAND AWARENESS = SALES
- COMMON MISTAKES
- A GLOBAL PAGE + MARKET PAGES
- A COUNTRY PAGE + STORE PAGES
- A GLOBAL PAGE + MARKET PAGES + STORE PAGES
- KEY BENEFITS OF THESE PAGE STRUCTURES
- MULTILINGUAL POSTS TECHNIQUES
- READING IN MULTIPLE LANGUAGES
- KEY THINGS FOR INTERNATIONAL BUSINESS ON INSTAGRAM
- MULTIPLE LANGUAGES OR AUTOMATIC TRANSLATIONS
- THE RIGHT #HASHTAGS FOR INTERNATIONAL REACH
- KEY THINGS FOR INTERNATIONAL BUSINESS ON LINKEDIN
- A SINGLE MULTILINGUAL PAGE OR ONE PAGE PER COUNTRY?
- INTERNATIONAL HASHTAGS ON LINKEDIN
- SOCIAL SELLING, WHAT IS IT?
- CROSS-BORDER SOCIAL SELLING ON FACEBOOK & INSTAGRAM
- SOCIAL SELLING ON OTHER PLATFORMS?
- IS CONTENT KING OR A TSUNAMI?
- THE RELATIONSHIP BETWEEN INBOUND MARKETING AND CONTENT
- WHY IS CONTENT IMPORTANT FOR YOUR INBOUND MARKETING?
- LOCAL VS. INTERNATIONAL INBOUND MARKETING
- INBOUND VS. OUTBOUND MARKETING FOR E-EXPORT
- BUILD YOUR INTERNATIONAL INBOUND MARKETING STRATEGY
- INTERNATIONALIZE YOUR LOCAL INBOUND MARKETING
- EFFECTIVE INTERNATIONAL CONTENT
- EMAILING OR NEWSLETTER?
- FREE OR PAID?
- COMMUNICATE AT THE RIGHT TIME AND IN THE RIGHT LANGUAGE
- THE BENEFITS OF MARKETING AUTOMATION FOR DIGITAL E-EXPORT
- HOW TO USE MARKETING AUTOMATION FOR DIGITAL E-EXPORT
- THE KEY WORKFLOWS FOR E-EXPORT
- THE RIGHT MARKETING AUTOMATION TOOLS FOR DIGITAL E-EXPORT
A FEW FINAL TIPS: COSTS, ORGANIZATION, AND … TIME!
- COSTS: BUILDING YOUR E-EXPORT BUDGET
- ORGANIZATION: TIPS FOR DIGITAL E-EXPORT
- TIME: HOW LONG IT TAKES TO ACHIEVE RESULTS?
- HOW DIGITAL DARWINISM CAN STRENGTHEN EXPORT
- FINAL THOUGHTS
- SOME PRACTICAL DATA
- FREE & PREMIUM TOOLS TO CHECK SELLER PERFORMANCE ON AMAZON AND OTHER MARKETPLACES
- TOOLS TO ANALYZE THE SEO PERFORMANCE ACCORDING TO THE GEOGRAPHICAL POSITION OF INTERNET USERS
- CHROME EXTENSIONS TO ANALYZE SEO PERFORMANCE
- GOOGLE’S TOOLS
- TOOLS TO ANALYZE STRUCTURED DATA
- TOOLS TO CHECK MOBILE PERFORMANCE
- TOOLS TO CHECK BACKLINKS PERFORMANCE
- FREE TOOL TO FIND OUT WHICH TOOLS YOUR COMPETITORS USE
- FREE TOOLS TO MEASURE SEA CAMPAIGNS
- GOOGLE SEARCH OPERATORS
- FREE AND PAID TOOLS FOR SOCIAL MEDIA
- MARKETING AUTOMATION TOOLS