Marketing in China and Russia

• Geo targeting is hard, China is big!
• Takes a long time to set up business amounts
• Use the emojis most popular with your target demographic
• WeChat are increasingly opening up to a global market
• They still largely use QR codes
• 76% internet penetration in Russia
• Online behaviour very different across regions
• 68% desktop usage
• Google and Yandex equal split on mobile
• 11 time zones in Russia
• Keyword research varies across regions
• VK = Russian Facebook
• Ozon = Russian Google
• Mail.ru = Russian Yahoo  
• Rutube = Russian YouTube
• Conscription still exists
• Christmas celebrated in January
• 8% of Russians speak fluent English
• Direct/imperative CTAs aren’t well received
• 2/3 of Russians prefer to use foreign stores (price, variety, social capital)
• Russian users have a longer research  phase in the buying cycle

Winning with SERPs

• “Google is the world’s largest perception engine”
• Advertise on Quora
• Natural language research for product marketing
• Users want: quality, trust, clarity, accessibility, speed, relevancy, no distractions
• Traffic is a vanity metric if considered in isolation
• No click searches are now 50% on mobile
• Record user testing sessions to share people’s experiences of the site with stakeholders
• Sport, news, food and entertainment you must use AMP
• Top snippet terms: How, where, why
• Within those articles, use lists

Innovation

• How machines work – CGP Grey
• Google search liasion 
• Empower staff to become brand advocates who back link
• Write for people and robots 
• Launching a website typically takes far too long
• Use rapid prototyping
• Involve users and design teams earlier
• Adobe XD
• You can input real site info and image URLs from Google sheets
• Share clickable prototype right from XD into Chrome
• Can run accessibility simulations right from XD
• usertesting.com 
• Users can give feedback direct to XD
• Wider collaboration is in their roadmap
• Quora topic spaces
• Google cloud natural language
• Also defines and categories intent, e.g. research or transactional stage

Future of search

• Developer tools in Chrome for site speed stats 
• Use minified CSS / JS
• Use lighthouse regularly
• Increasingly important:
• Library vulnerabilities
• Social mentions 
• 62% still prefer physical shops
• Voice search is still less than 1%
• Actually we voice command
• 64% of US households own smart devices
• Google have created contact lenses that look for glucose spikes and alert diabetic users
• In the future perhaps we won’t be marketing to people, we’ll be marketing to people’s devices
• E.g. where can I find pizza near me
• Voice search – difficult to measure impact