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There have been some major developments across the international ecommerce markets in the last few months. Russian search engine Yandex has begun devaluing paid links for commercial queries in Moscow while several German newspapers have had their PageRank hit in a Google penalty. Tax has been a vogue topic as well, with the Italian and Swedish markets both making major changes to their legislation which will have a big effect on online shopping. For all this and more see our slides.
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© Search Laboratory Ltd 2014. All rights reserved.
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MULTILINGUAL UPDATESMarch - April 2014
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Sarah Tramm
DENMARK
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GOOGLE HAS SWITCHED YOUTUBE.DK TO TRUEVIEW FORMATS. The aggregated TrueView in-display format will make it easier to create and
manage advertising campaigns for the site.
SOURCE Google AdWords Blog
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NEW APP SIMPLIFIES ONLINE PAYMENT. The app from telecoms company PAII allows consumers to purchase online without having to use a credit or debit card.
SOURCE FDH
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17DKK IN EVERY 100DKK IS BEING SPENT ONLINE. New figures show that ecommerce now makes up 17% of the total spend in Denmark.
SOURCE FDH
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SHOPPING PROMOTIONS ARE NOW AVAILABLE TO ALL ADVERTISERS WHO USE PRODUCT LISTING ADS. This follows a limited roll-out last year.
SOURCE Google AdWords Blog
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KATHRIN SCHWERTHELM
FINLAND
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DIGITAL AD SPEND CLIMBED T0 €237.6 MILLION LAST YEAR. This is just shy of a fifth of the total media spend – a much welcomed rise in a country still reeling from economic difficulties.
SOURCE Emarketer
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LÉA COSTANTINI JEAN-YVES SCAURI
FRANCE
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GOOGLE HAS LAUNCHED A FRENCH BLOG. Vincent Courson, member of the quality team in Dublin, will act as the French ‘Matt Cutts’ communicating with webmasters in France.
SOURCE abondance.come
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.PARIS IS GO! French businesses can now use the .paris URL… however because it is still in the exclusivity period – which runs until autumn this year – the cost is 140k€. The cost will decrease considerably after this.
SOURCE Mondomaine.paris.fr
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INVESTMENT IN REAL-TIME BIDDING HAS INCREASED 125% OVER THE LAST YEAR. RTB now accounts for 16% of the French display market, or 117 million€.
SOURCE journaldunet.com
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OFFLINE STILL MOST POPULAR SHOPPING METHOD FOR COUPON USERS. Eight in ten French consumers use coupons in store versus 58% online.
SOURCE Study by bons-de-reduction.com and CCM Benchmark
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BEN LAUSZAT
GERMANY
GLORIA GAVRILOVIC
LISA HESSLER
KAI MICHAELSEN
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GERMAN NEWSPAPERS HIT BY GOOGLE PENALTIES. A number of local papers have been hit, resulting in massive drops of PageRank. Paid links and duplicate content are the most likely causes for this.
SOURCE Ads2people
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TABLET USAGE ON THE UP. Penetration has doubled in the last year and now 26% of German consumers (18 million) own a tablet.
SOURCE EMarketer.com
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TRAVEL WEBSITES FALL SHORT IN SEO STAKES. A study by a German SEO agency found the majority of travel portals in the country are not optimised for search engines. For example a third don’t have an XML sitemap or 404 error page on their site.
SOURCE Internetworld
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DAVIDE TIEN
ITALY
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YAHOO CLOSES ITALIAN HQ. The move by the internet company is being taken in an effort to consolidate Yahoo’s European operations.
SOURCE Agi.it
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NEW GOVERNMENT HAS SCRAPPED CONTROVERSIAL WEB TAX. Dubbed the ‘Google tax’ it was meant to stop large businesses from profiting in Italy without paying tax. It was deemed illegal by the EU though.
SOURCE economia.leanordo.it
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ANA MIRAMBELL
MEXICO
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39% OF MEXICANS USE THE WEB MORE THAN FIVE HOURS A DAY AT WORK.
SOURCE Iabmexico.com
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SASKIA ROSKAM
NETHERLANDS
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NEW LAW MEANS FRAUDULENT ONLINE SHOPS CAN NOW BE PROSECUTED. The new bill will mean those that sell products online but fail to deliver them can be taken to court. SOURCE Thuiswinkelen
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MAKSIMS VISNAKOVS
RUSSIA
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YANDEX HAS STARTED DISCOUNTING PAID LINKS FROM SOME OF ITS RANKINGS. Some links have been purged from the algorithm for commercial queries in the Moscow region.SOURCE searchengineland.com
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YANDEX AND GOOGLE TEAM UP FOR RTB. The two search engines have announced a mutually beneficial strategic partnership for online display sales. This will see Google’s DoubleClick Bid Manager added to Yandex’s Demand-Side Platform.
SOURCE Yandex
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PATRICK VAZQUEZ
SPAIN
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ECOMMERCE IN SPAIN IS EXPECTED TO GROW 13.8% THIS YEAR. This growth will be driven by more and more people being connected to the web, mobile shopping and improved delivery and payment methods. SOURCE E-commerce-news.es
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MOBILE MARKETING INVESTMENT ON THE UP. Marketing budgets across search, apps and video is up over a third, according to a new study.
SOURCE E-commerce-news.es
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JENNIE LINDEHOFF
SWEDEN
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SWEDISH ECOMMERCE TURNOVER CAME TO 37 BILLION SEK IN 2013. Home electronics is the industry that sells best online while...
SOURCE ecommerce.org
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…FASHION ONLINE SALES WERE DOWN IN JANUARY. Post Christmas returns are the most likely cause.
SOURCE market
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ONE IN SIX SHOP ON FOREIGN WEBSITES, STUDY SAYS. People from the Nordic countries often shop from UK, US and German websites.
SOURCE market
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VAT NO LONGER TO BE PAID IN THE SELLER’S COUNTRY. The new VAT rules will become effective in 2015.
SOURCE ecommerce.org
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SECOND SCREEN ADVERTISING PROVES SUCCESSFUL. ‘TV4 Ad Sync’ shows that synchronised
mobile and TV campaigns return higher buying intention than the same campaigns shown separately.
SOURCE Resumé
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INTERNET WILL REMAIN THE LARGEST, SINGLE AD CHANNEL IN 2014.
SOURCE e-Marketer
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