In the second installment in his multipart series on capturing international visitors through paid search, Bing’s Gabriel Kwakyi shares his insights for targeting European searchers.
For businesses around the world seeking growth, expanding to Europe is an excellent opportunity. Europeans, who number over 500 million (per collective official country estimates), have some of the world’s highest disposable household incomes (per an OECD index) and drive a massive regional e-commerce industry valued at EUR 200 billion and growing at just under 20% annually, per an Accenture US-EU cross borderstudy.
The single most important fact to consider when developing a European marketing strategy is that Europeans should not be approached as a single market or customer type. While many European countries do share similarities, such as regulations and a common currency via the European Union, each country has its own unique culture forged through millennia of history…
The Cross-Border Series Part 2: Establishing A Search Marketing Strategy In Europe
