Twelve Markets And Eight Languages
Marks & Spencer wanted to grow and mature its international business through an enhanced consumer experience, smarter digital investments and better strategic decisions on market entry and expansion. Improving Paid Search was identified as a key success factor to achieve this in the overall marketing mix, and it turned to Dept to help.
The initial goal was to take full ownership across branded search, and to build and execute a scalable and complete market-specific Paid Search strategy.
Dept helped M&S take full advantage of Paid Search advertising in 12 markets and eight languages, including Ireland, France, USA and Australia.
We first conducted initial account audits, analysed Google Search data, and leveraged explicit channel knowledge to estimate market potential. This was a crucial element in designing and prioritising the optimal approach.
Together with M&S, Dept built roadmaps and forecasts for each market, and executed the Paid Search strategy across all nominated countries.