Le eccellenze digitali italiane_DOMIZI

Made in Italy
ENABLING ITALIAN BUSINESSES TO GROW GLOBALLY
WITH DIGITAL
Alessandra Domizi
Giulia Pierangeli
Google
ITALIAN ECONOMY IS SLIDING BACKWARDS BY 13 YEARS
GDP down 3.8% since 2010
12.6% Unemployment rate
1 SMB out of 4 out of business
Consumer confidence all time low
SOURCES: Country Annual Report (2013-2014) – Il Sole 24 Ore, elaborating the SMEs Authority Report to Prime
Minister (2014)
GLOBAL ECONOMY IS THE NEW
STANDARD
7.2 bn consumer worldwide, 2.8 bn online
Emerging markets represent 50% of global GDP
42% of online consumer demand is global
WW E-commerce > $1.2 trillion, 1.2 bn online shoppers
SOURCES: eMarketer (Nov. 2013), Rapporto ICE 2013-2014 (elaborazione ICE sui dati FMI) – OC&C Strategy
Consultants (The Global Retail e-mpire - 2014), E-commerce Europe Report 2014
INTERNET ECONOMY
$4.2 TRILLION
GROWTH OPPORTUNITY
International e-commerce to grow 5x by 2020
Online companies are growing faster
Internet will represent 5.7% of EU GDP by 2016
Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) –
SOURCES: BCG: The Internet Economy in the G-20 (The $4.2 Trillion growth opportunity), OC&C Strategy
Department of EU Affairs, Italian Governement, Europe and SMEs Competitive
Consultants (The Global Retail e-mpire - 2014), Capgemini Consulting, The Digital Advantage, 2012
Report
Italian
EXPORT
9% Export growth since 2010, up to 30% of GDP
Italy #11 Exporter World Wide
Only 2.8% share of WW Export
Exporting SMBs more likely to grow
SOURCES: Istat (Italian National Institute of Statistics), Rapporto ICE 2013-2014 Italy - Ranking for Goods Export in 2013, ICE & Istat
Source: Istat (Italian Institute“Commercio
of Statitics), Estero
Country
(2014) delle
–
e Annual
Attività Report
Internazionali
Imprese” - Share of WW Goods Export, La Repubblica, elaborating Confartigianato
Department of EU Affairs, Italian
Governement,
Europe
and
SMEs
Competitive
Research
on how SMBs
drive
Italian
Export
(March 2014) – Sace (policy and financial advisor for Export), Export Report on
Report
opportunities for Italian SMEs (2012-2016)
SOURCES: Department of EU Affairs, Italian Government, Europe and SMEs Compe??ve Report , Istat (Italian Na?onal Ins?tute of Sta?s?cs), Country Annual Report (2014) -­‐ Italian SMBs & Export
Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) –
SOURCES:
1 Doxa
Digital,
Internet
& SMBs 2013
Department of EU Affairs, Italian
Governement,
Europe
and SMEs
Competitive
Report
MADE IN ITALY
INTL QUERY GROWTH
CAGR 2009 - 2013
+18% TOTAL growth
+118% MOBILE growth
49% MOBILE share in 2014
SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top
international markets (not domestic, not 100% of WW markets)
Made in Italy: consumer demand
•  Made in Italy query
growing more than
double digit in top
countries
•  US & EU largest
markets in term of
query volume
•  APAC countries
reporting highest
growth rate >30%
# Query (Desktop + Mobile)
% Query Growth Made in Italy
Source: Istat (Italian Institute of Statitics), Country Annual Report (2014) –
SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top
Department of EU Affairs, Italian Governement, Europe and SMEs Competitive
international markets (not domestic, not 100% of WW markets)
Report
Made in Italy: top categories
0%
5%
10%
15%
20%
25%
30%
Fashion
Automotive
28%
Travel
23%
Food
Furniture
10%
2%
35%
40%
CAGR 2009-2013
37%
+18%
+18%
+23%
+23%
+9%
SOURCES: Google Internal analysis based on selected queries related to Made in Italy categories coming from top
international markets (not domestic, not 100% of WW markets)
Comuni barriere all’export
Costo
Tempo
Incertezza
Google Confidential and Proprietary
www.google.it/madeinitaly
www.google.it/madeinitaly
www.eccellenzeindigitale.it
L’uso degli strumen? per l’online rappresenta una opportunità per raddoppiare le esportazioni di prodoO italiani nel mondo Opportunità
di Vendita
1
Sviluppo strategie
localizzate
4
Con
GOOGLE
2
Capisci il
consumatore
3
Comunica in
tutte le lingue
Google Confidential and Proprietary
1
Google Analytics
Trova le opportunità esistenti
Origine Visitatori
Processo Acquisto
Pagine visitate
Google Confidential and Proprietary
1
Global Market Finder
Trova nuove opportunità
translate.google.com/globalmarketfinder/
Google Confidential and Proprietary
1
Google Trends
Quali sono i trend del mercato?
Scopri i diversi
trend e le
ricerche più
popolari in
una regione
specifica
www.google.com/trends/
Google Confidential and Proprietary
2
Consumer Barometer
Come si comportano i consumatori online?
Profilo Consumatore
Comportamento di
acquisto
Diviso per settori
Aggiornato –
Settembre 2014
www.consumerbarometer.eu
Google Confidential and Proprietary
2
Our Mobile Planet
Qual’è il comportamento sul mobile?
think.withgoogle.com/mobileplanet/en/
Google Confidential and Proprietary
3
Google Translate Plug-In
Fai diventare internazionale il tuo sito
HOME
HOTELS
CARS
FLIGHTS
OFFERS
<div id=“google_translate_element”></
div><script>
Weekend
Function googleTranslateElementInit()
Flights
{
from new google.
Booking Your Flight
is Easy!
Top Hotels
INICIO
HOTELES
COCHES
VUELOS
OFERTAS
Los fines
de semana
desde
Reserva tu vuelo es
muy fácil!
Translate.TranslateElement({
pageLanguage: ‘en’
}, ‘google_translate_element’);
}
</script><script src=“//
translate.google.com/transla
</script>
“I am the owner of a
hotel in Edinburgh.”
Mejores Hoteles
“Yo soy el dueño de un
hotel en Edimburgo.”
translate.google.com/manager/website/
Google Confidential and Proprietary
3
Google Confidential and Proprietary
4
Luisa Via Roma
Nata come piccola azienda familiare - Basata a Firenze, in via Roma
È ora in oltre 20 paesi con una piattaforma e-commerce
Di 100 Milioni di fatturato il 90% è online - la maggior parte all’estero
Google Confidential and Proprietary
Riassunto - Strumenti
www.eccellenzeindigitale.it
http://www.google.com/intl/it/analytics/
translate.google.com/globalmarketfinder
www.consumerbarometer.com
thinkwithgoogle.com/mobileplanet
www.google.com/trends
translate.google.com/manager/website/
Google Confidential and Proprietary
Grazie!