Search marketing is one of the most effective marketing forms. Every day, millions of consumers are using a search engine to find services or products they are interested in. In this presentation, Philips head of Search will eloborate how Philips created a glocal approach to make Philips products and services visible on Search Engines all across the globe, from China to Africa to the US, and increase buy intention and lead generation for Philips through the channel.

1. savage@totalsavagetech.com
http://savagemarketingtech.com

2. Search Everywhere
Creation of a Global Search Capability
Menno Haijma
Global Head of Search & Affiliate Marketing
2 June 2016
@mennohaijma

3. 3

4. a year by 2025
We’re aiming to improve the lives of
three billion
people
We strive to make the world healthier and
more sustainable through innovation

6. Present in more than +100 countries
Philips’ seven largest markets
United States
€7.5
billion
1 Seven largest markets by sales in 2015.
China
€2.8
billion
Germany
€1.4
billion
France
€806
million
India
€845
million
Netherlands
€639
million
Japan
€1.0
billion

7. 7

8. Delivering digital transformation through
capability teams enabling markets & BGs to
drive digital marketing results.
Search Social .COM, Content & Mobile Digital Sales CRM Analytics

9. Philips Group Digital
A fragmented puzzle

11. Philips Group Digital

12. Creating a unified search capability foundation
Foundational SEO Foundational SEA
Integrated
Search Dashboard
Budget Setting
Tool
Search Command
Center
Omni-Channel Search
L1L2L3

13. 13

14. A glocal training approach

16. Enhancing the foundation
Foundational SEO Foundational SEA
Integrated
Search Dashboard
Budget Set
Tool
Search Command
Center
Omni-Channel Search
L1L2L3

17. Search Command Center
18

18. 19
SEA
SEO

19. Increased Capability
• >1500 employees completed class-room Search training and passed Search
certification test
• In 17 markets, >5000 employees completed Search e-learning
Increased Performance
• +25% search traffic
• +75% conversions
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Results

20. 21
While we step up - the world continues to
accelerate at high speed, in multiple directions

21. Foundational SEO Foundational SEA
Integrated
Search Dashboard
Budget Setting
Tool
Search Command
Center
Omni-Channel Search
L1L2L3
Building beyond traditional search

22. Key learnings
1. Create urgency and focus on a common goal to accelerate change.
2. Change does not stop with a training – ongoing coaching and
performance management needed to make the change stick.
3. Test & learn and share best practices across the globe.
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24. savage@totalsavagetech.com
http://savagemarketingtech.com