Target Europe

Targeting the Netherlands¿cómo se debe abordar la presencia en buscadores en distintos países?

Lennert de RijkMadrid, 21 Mayo 2008

Who am I and who do I work for?

• Lennert de Rijk– Dutch male working in Spain

– Managing Director & cofounder Onetomarket Spain

– Some clients:• KLM, Infojobs, eMagister, Conrad, AMEX, Bookit, Clickseguros, Carrefour, AEGON, ING,

Amadeus, Camper, Mango, ....

– I blog at blog.onetomarket.nl , blog.onetomarket.es , puntocom.nl and www.twinklemagazine.nl on marketing online and internet developments

The Netherlands

•83% of households connected to internet (76% broadband)

•6.4 hours spend online / week

•Mobile broadband (3G) for € 10 / month

The Netherlands

• Global mindset, but agencies and initiatives mainly locally

Facts & figures

Source: Blauw Research

Facts & figures

Source: Blauw ResearchSource: Blauw Research

Facts & figures

Source: Blauw ResearchSource: Blauw Research

Facts & figures

Source: Blauw Research

Facts & figures

Source: Blauw Research

Online marketing per user and country

Facts & figures

Dutch classifieds website

Biggest Dutch web directory

But use it in the right way

BIGBIG opportunities

Basics• Use .nl country specific domains– Or use subdomains otherwise

• Get local links and make sure they provide real traffic as well

• Host locally

• Be as agressive as you need to be

• Adapt your strategy and be creative!

Important

• Dutch Home-Shopping Organization (Thuiswinkel.org)

– 750 members and 100 business partners

– represents more than 80% of the Dutch home-shopping

market

– Home-Shopping guarantee

– supported by the Dutch Consumers’ Organization

Lessons Learned• Get real native speakers.– Like Argentina is not Spain– The Netherlands are not Belgium or Germany

Lessons Learned

The Netherlands & Belgium

• Same language? Yes?Yes?

• Same culture? No!No!

Social Technographicsladder of participation

Creating the Buzz

Google ( 93 % market share )

Social Media

Key question: How to be loved by the Dutch

Social networks

80% of people using social networks talk about a

brand or product brand or product on a forum or a social network

“Social media is here to stay”

Hyves: 4 million+ Dutch members, 2 billion page Hyves: 4 million+ Dutch members, 2 billion page viewsviews

NuJij.nl: 1 million members, +/- 4 million page NuJij.nl: 1 million members, +/- 4 million page views/monthviews/month

74% of Dutch people have at least one Social 74% of Dutch people have at least one Social Network profileNetwork profile

1/3 of internet users is skilled1/3 of internet users is skilled

How to manage these activities?

Ask local agencies for help

Thanks

Thanks for your attention!

If you need help with your market introduction:

lennert@onetomarket.estwitter.com/derijk

Tel: +34 934145039 / +34 915425544