Posts by Zia Daniell Wigder from June 19, 2008

Zia Daniell Wigder | June 19, 2008, 03:25 PM
New survey data on global expansion

We’ve just received the results of two executive surveys with new data on international expansion by US companies. The first survey asks US website decision makers about their global efforts: their use of vendors, staffing models, online spending outside of the US, etc. The second survey includes data on how advertisers and agencies are conducting online campaigns outside of the US.

We’ll be using this information in several upcoming reports, but a few preliminary findings:

- Website spending on non-US properties has increased significantly.
- Centralized staffing models remain the most popular for US companies operating international sites.

- US-based advertisers are most likely to conduct online campaigns in other English-speaking markets (eg Canada, UK); Japan is almost as popular a market for online campaigns as is Germany.
- Campaign goals vary greatly, but a large percentage aim to drive consumers back to US websites to consume content or to conduct online transactions.

Stay tuned this summer for more insight into - and details on - US companies expanding into international markets.