The Taiwanese Online Market

 

Reference
Population 23,316,000 IMF-World Economic Outlook Database 2012
Internet population 17,530,000 Internet World Stats 2012
Internet use 75.4%
Scale of online advertising market 346 million USD IAMA

 

  • There is an 82% rate of Internet use among Taiwanese housewives (Institute for Information Industry).
  • The results of an investigation found that Taiwanese access the Internet mostly for news (29.9%), then entertainment (23.3%), consumption (14.4%), work-related issues (12.6%), travel (10.4%), and finally financial matters (10.1%) (RDEC).
  • The paid search market is valued at 3 billion TWD and is growing more than 15% a year. It comprises 30.1% of the online advertising market (IAMA).
  • Business-to-Consumer based e-commerce in Taiwan is worth 8.33 billion USD and is growing each year by 25% (China Economic News Service).
  • Apparel is the number one type of online purchase in Taiwan (The China Post).
  • 67% of Taiwanese Internet users refer to social media before making their online purchases. And, after they have made their purchases, 50% of them will use social media to express their opinion on the product or service they bought (FIND-III DoIT).
  • 4% of Taiwanese Internet users have their own Facebook account (Socialbakers).

Continue reading “The Taiwanese Online Market”

A Global View of SEM

World Advertising Expenditure by Medium

According to a 2012 Nielsen study, there was a 12.1% change in online advertisement spending when compared to 2011, which made it the only advertising form that surpassed 10% growth. Digging deeper and looking at the numbers by region, the Middle East and Africa increased by 35.2%, South America by 31.8%, and the European Union by 12.1%. While Africa and South America’s overall expenditure is still at a relatively small scale, the two regions saw significant increases in online advertising budgets. This and other data shows that in almost every continent Internet marketing is becoming an ever more indispensable form of advertising. Continue reading “A Global View of SEM”

Multilingual SEM: How to Succeed / Fundamentals of Multilingual PPC Advertising

If you are thinking about starting a multilingual SEM campaign, you will need to prepare yourself much more than you would for any domestic marketing campaign you’ve done. Everything from technical SEM to the process of keyword selection and copywriting needs to be considered within the framework of the new country in which you will be marketing. In this chapter, I will go over the essential points to remember when conducting multilingual SEM so that you can start your venture off on the right path. Continue reading “Multilingual SEM: How to Succeed / Fundamentals of Multilingual PPC Advertising”