Global Marketing Operations » tagged “global search marketing”

Nespresso’s Global Plans For Single-Serve Coffee

This week The Wall Street Journal interviewed Jean-Marc Duvoisin, the recently appointed CEO of Nestlé Nespresso SA. Duvoisin is a Nestlé lifer who in March was put in charge of Nespresso, the company’s branch of single-serve capsule coffee.

The global market for single-serve coffee now accounts for $12 billion in sales, and Nespresso represents 5% of total sales for Nestlé, according to the WSJ article. Duvoisin’s plans for global marketing include targeting North America, Latin America, and the Far East as growth areas for the Swiss based company.

The current obstacles for Nespresso by region are; the North American market for single-serve coffee is largely controlled by entrenched power Keurig, Europe has been introduced to Nespresso but the penetration rates are lower than desired and the populations of China and Japan are traditionally tea drinkers.

Nespresso’s problems by region illustrates how global marketing solutions aren’t one size fits all, but work best when they are specifically tailored solutions that take into account culture and current market state. In the article Duvoisin also acknowledges that he will implement some of his solutions immediately while others will take more patience.

Plans That Are Still Brewing

Duvoisin expressed that Nespresso will have the patience to see through market development in China. He is quoted saying “we should develop in China and it will take a long time, we are not in a hurry. That’s because people drink tea but they’ll come around to coffee.”

One area that Nespresso is operating from a disadvantage is that their competitors’ products are more widely available. Their business model is designed so that sales come mostly from online instead of supermarkets. So during Duvoisin’s plan for expansion he will need his websites to rank well, particularly in global search marketing

Ecommerce for perishables is still a risky business model because customers want the same freshness that they get from buying at a store, so to overcome this Nespresso has to develop a more efficient system of delivery. Peapod’s success has shown there is an opportunity for online grocery delivery and Nespresso could be the first mover to operate strictly with coffee. Nespresso should adopt smart website features, similar to Netflix Streaming, that allow customers to build a profile. Customers could record their ratings of certain blends, automatically time their reorder frequency and receive recommendations. Features like these would help turn customers into brand loyalists.


How Duvoisin handles his global web operations will be a instrumental in his success. For lessons on how others have successfully managed their global operations, read Improve Global SEO.

Two Ways to Improve Global SEO

The changing worldwide landscape of the Web makes global SEO even more important for domestic companies expanding operations abroad. For some marketers, both global marketing and SEO management may seem like unknown quantities, so here are some tips to make the transition overseas go smoothly. Continue reading »

Ecommerce, Global SEO Success Awaits in China

The website Co.Exist asks a deliberately incendiary question with one of its headlines, “Does America Suck at Globalization?” Although the headline may be designed to provoke, the spirit of the article addresses an interesting question facing global marketing operations: What is the best way to make the power of a stateside brand transferable overseas? Continue reading »

Seamless Website Translation Key to Global SEO


Russia, South Korea, and China: Three countries fertile with potential for marketers are largely immune to the influence of Google because native search engines, Yandex, Naver and Baidu respectively own the majority of each country’s market share. Cultural preferences like these need to be accounted for when companies are implementing their plans for global SEO. Continue reading »

Three Questions to Ask When Considering Global SEO

You’ve already taken the big step of expanding your online presence into global markets, but what results are you seeing? Have you noticed lately what a big world it is out there? So many people, so many languages, so much opportunity to grow your audience and your bottom line. Just because you’ve built it doesn’t mean they’ll come.

If you haven’t optimized your global websites, you’re missing a huge opportunity. Taking your SEO efforts international can mean big rewards, but it’s no small feat to commit to.

Continue reading »

Facebook Graph Search: Global Search Marketing & SEO in 1?

Hoping no one noticed that low Angry Birds score you got on Facebook? Well, it could be too late.

Thanks to the new Graph Search tool, Facebook is making it easier to look up what you and your friends are doing online. This provides a lot of opportunities for global search marketing.

Graph Search is like Facebook’s very own search engine. Integrated with Bing, the utility allows users to search queries based on their preferences as well as their friends’ preferences. “Restaurants my friends have been to” yields pages that friends have checked-in to or shared pictures from. “People who live in my city” brings up local friends, as well as friends of friends, who have the same location listed on their page.

This connects global SEO and social media marketing on a huge scale.

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Spanish Global Search Engine Marketing Lessons, bigger and more complex

The US, otherwise known as the 6th largest Spanish speaking country in the world, provides marketers with many challenges and of course, equally as many opportunities. An inescapable one that seems to both excite and confound marketers, especially SEM folks, is the growing and increasingly complex Latino market.

Spanish Global Search Engine Marketing: More Than Meets the Eye

The latest census numbers underscore the scale of the opportunity but, as Christopher Crommett shared with us earlier this month during the webinar on SEM Lessons from CNN en Español, it also sheds light into the vastly unique dimensions that define and segment the Latino community. Continue reading »

Global Search Engine Marketing – The best way to build International Keywords and Campaigns

In our recent webinar with Acquisio, we polled the audience to find out “How do you build your international keyword lists and text ads?” Do you use machine translation, expert translation, in-country employees, or in-country global search engine marketing experts? Continue reading »