Monday, March 13, 2017 – Nemetschek Haus, Munich
Programme provided by
Join us at SMX Munich on Monday 13th March to really take your global campaigns to the next level and grow your business around the world!
Success in international digital marketing is not just about translating your website and localising your content. It’s not just about technical expertise in geo-targeting or automation. It’s not simply reliant on processes across global teams.
It’s a combination of all of these factors, and more. Global search success comes from combining local, cultural knowledge and expertise with technical skills and robust efficient processes, whatever your business size or sector.
The International Search Summit takes these pieces of the jigsaw and puts them together. A range of expert speakers with diverse experience will share insights, tips and tactics across the key components of success global campaigns and leave you with a clear vision of how to take your international efforts to the next level.
The sessions at ISS will assume some level of knowledge of search practices and techniques, and they will focus on the specific challenges, considerations and tactics that impact international online campaigns.
What past delegates said:
“I very much enjoyed the ISS! Actually talking to people who know what you’re talking about when you mention hreflang-tags and geo-targeting was great. There was a sense of mutual interests that you don’t often come across in your daily work”
– Arne van Elk, RNW
“The International Search Summit exceeded my expectations. I was pleasantly surprised by the high professionalism of the speakers as well as the friendly atmosphere. This event has proven that the most valuable information doesn’t have to be presented by ‘Internet celebrities’. It was a pleasure for me to meet real thought leaders in multilingual search marketing”
– Martin Kura, Consultant
Agenda
Monday - 13 March, 2017
8.00 am
Registration and Coffee
9.00 am
International Opportunities and the Global Landscape
We all know the opportunities for businesses expanding into international markets are big – but just how big? Here we’ll investigate some of the biggest and fastest growing global markets and identify the key opportunities for savvy organisations.
Speaker:
Gemma Houghton, Director of Marketing, Webcertain
International Customer Journey: Bridging the gap between online and offline
Russia is Europe's largest internet market, and its homegrown search engine Yandex is the market leader, making it an essential channel for any organisation wishing to reach a Russian audience. This session will cover key topics about the Russia market, as well as how international businesses can optimise both organic and paid campaigns in Yandex to reach a wide and relevant audience.
Speaker:
Daniil Kolesnikov, Deputy Head of B2B Marketing, Yandex
10.15 am
Coffee Break
10.30 am
Managing Multinational Paid Search Campaigns
How do you manage country campaigns, when there are multiple languages at play in that market? What benchmarks should you check? What about scaling efforts across more search engines than just Google? Same language, different keywords and themes? Maybe not. How do you bootstrap keywords and ad creation when you don’t have in-house translation services? Mihai Popescu will share examples and insights from his experience working for two leading global travel websites and provide tips for improving efficiency and performance.
Speaker:
Mihai Irinel Popescu, Head of Performance Marketing, HotelsCombined.com
5 Top Tips for Running International PPC Campaigns
From testing a new market or product to expanding at scale, paid search remains a vital channel for international digital marketers. It is quick to implement and see results, and can help with everything from branding to conversions. Robin Heintze will share his top tips for how to effectively use paid search campaigns when expanding internationally and/or growing existing markets. He’ll share examples from real-life campaigns and actionable advice for getting the most out of your efforts.
Speaker:
Robin Heintze, Founder and CEO, morefire
How To Achieve Digital Success in China : Wechat
For many businesses, targeting China is high on the priority list. However, such a unique market requires a unique strategy and a good understanding of the culture and audience. Growing increasingly in importance in China is Wechat and it’s a platform that any business wishing to truly reach a Chinese audience needs to utilise. Christina will share insights and tips for getting the most out of any Wechat activity.
Speaker:
Christina Xu, Senior Business Solutions Manager, Webcertain
12.15 pm
Lunch Break
1.30 pm
Geo-targeting and Hreflang
This topic is at the heart of international SEO, as geo-targeting has a huge impact on the success and performance of global websites. Google’s John Muller will dive into the different geo-targeting options available and provide guidance on how to select the best option for your website, as well as how to ensure correct implementation.
Speaker:
John Mueller, Webmaster Trends Analyst, Google
International Site Speed: A Complete Guide To Super-Speed Around The World
Site speed is an important factor for search engines and users alike: a slow site most likely means slow sales and low rankings. Bastian Grimm will share his top strategies for ensuring your site loads as fast as possible, wherever in the world it’s been accessed. He’ll dig into mobile optimisation, CDNs, AMP, as well as sharing insights into which tools can help when optimising site speed on an international scale.
Speaker:
Bastian Grimm, CEO & Co-founder, Peak Ace AG
25 Tips for Effective Multilingual Website Optimisation
One of the biggest challenges in international SEO is getting the technical implementation correct, ensuring that both users and search engines will have a seamless experience on your site and find the information they seek. Jesse James Woods will share his 25 top tips and tactics for getting your international SEO right, including hreflang and canonical tags, internal linking across domains, effectively utilising search console and useful tools for monitoring organic performance in different global markets.
Speaker:
Jesse James Woods, SEO Analyst, Kayak
3.15 pm
Coffee Break
3.30 pm
Culture and Strategy in International Search
In this final session of the day, Andy will take an overall look at culture and strategy in international campaigns. He’ll share cultural pitfalls to avoid, cover product and pricing considerations and address the factors to consider when planning an overall strategy. He’ll also look at how to effectively manage international team or agency relationships and develop effective, accurate reporting for global campaigns.
Speaker:
Andy Atkins-Krüger, CEO, Webcertain
4.15 pm
Final Q&A
5.15 pm
End of International Search Summit Munich 2017
*Sessions and Speakers could be subject to change
Speakers
Andy Atkins-Krüger
CEO
Andy Atkins-Krüger is the CEO of WebCertain Group, an international web marketing agency which brings together native speakers from countries around the world to provide a centralized hub for clients. It is one of the only agencies to focus solely on international projects and covers over 44 languages in-house.
Andy contributes regularly to publications and blogs on international search. He writes regular of blog.webcertain.com. He also speaks regularly at conferences around the world including SMX, SES, Eye for Travel, Click Asia Summit and PubCon. In addition,Andy is the Chair of the International Search Summit.
Speaker for the following session:
Bastian Grimm
CEO & Co-founder
Bastian Grimm is the CEO of Peak Ace and a renowned expert in large-scale international SEO and AI for digital marketing. With more than 20 years of experience in this field, he was named “Search Personality of the Year” at the 2019 European Search Awards. While Bastian is honoured to be recognised on this level, he is equally passionate about giving back to the rapidly evolving community. One way in which he does this? Sharing his knowledge at international conferences and events, where he speaks on a variety of topics – including the future of search.
Bastian believes that understanding a target market means not only getting to grips with the language, but also the culture. This has given him a unique perspective on how to reach global audiences. Bastian leads a thriving team of expert native speakers, equipped to serve clients in 25+ languages, and the results speak for themselves.
Delivering unique digital experiences is at the core of Peak Ace’s mission. The digital marketing agency is a leading expert in customisable, tailored solutions including digital strategy and AI solutions services. Uncompromisingly technology-driven and a favourite of high-profile clients such as Airbnb, TUI and AutoScout24, the agency is also frequently recognised in the marketing industry. In 2022, Peak Ace was named Best Large Integrated Agency by various awards bodies on a national and international level.
Speaker for the following session:
Robin Heintze
Founder and CEO
Robin Heintze is managing director of the online marketing specialist morefire. The 80-person international team of sympathetic specialists uses all relevant channels in online marketing to achieve sustainable growth for customers. The interdisciplinary teams deliver the strategy and the interlocking implementation of several channels from a single source. Customers include B2B and B2C companies from many different industries and countries. SEO, SEA, content marketing, social media, display, marketing automation and web analysis are used to win new customers for the customers. Current online marketing know how from the experts can be found on the agency blog more-fire.com/blog
Speaker for the following session:
Gemma Houghton
Director of Marketing
Gemma Houghton has been working in international search for 5 years and leads WebCertain's marketing team. She is responsible for managing WebCertain's online marketing activities around the world as well as organising and programming the International Search Summit, which runs across Europe and the US. She contributes regularly to the multilingual-search.com blog and writes for State of Search. She has spoken on international search on various webinars and at conferences. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honours Degree in French and German.
Speaker for the following session:
Daniil Kolesnikov
Deputy Head of B2B Marketing
Speaker for the following session:
John Mueller
Webmaster Trends Analyst
John coordinates Google Search webmaster & developer outreach efforts as a webmaster trends analyst. He and his team connect the Google-internal world of Search engineering, to those who create and optimize public websites. Together, they help to bring an understanding of the external web ecosystem to internal teams, and help publishers make awesome websites that work well for users and search engines. John joined Google in 2007 and works in Zuerich, Switzerland.
Speaker for the following session:
Mihai Irinel Popescu
Head of Performance Marketing
HotelsCombined.com
Speaker for the following session:
Jesse James Woods
SEO Analyst
Kayak
Speaker for the following session:
Christina Xu
Senior Business Solutions Manager
Speaker for the following session:
More speakers coming soon…
*Sessions and Speakers could be subject to change
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