The Oban Blog

Digital World – Global Digital Marketing News: Thursday 14 January 2016

In this week’s roundup of interesting Digital marketing news from around the world, we visit some often overlooked markets alongside the usual powerhouses of the digital economy. The Next Web’s profile of Estonia and stats on mobile phone usage in Chile share space with news about Russia and China – these less obvious markets are all part of the intriguing digital marketing picture for 2016. Read on to find out more.

China’s Hainan Airlines details approach to Yandex

Hainan Airlines, the largest privately owned Airline in China (fourth largest overall in terms of fleet size) has been flying to and from Russia for 10 years and providing a fully localised Russian website for the last five. Within the last year, they’ve increased website traffic 30% by using Yandex.Direct ads – an interview with brand marketing manager Jiang Zhiang reveals some details on how to get the most out of the Russian ad platform.

Included in the interview are some interesting insights into how Russian and Chinese passengers differ – Russian businesspeople and students buy advance, group-rate tickets and are motivated by price, for instance. Interestingly, Russian tourists are keen to fly alone: something Chinese tourists are unlikely to do.


The Next Web profiles Estonia

Estonia, birthplace of Skype and home to just 1.3 million people, aims to have 10 million “e-Estonians” by 2025. The country’s e-Residency program offers a “government-issued digital identity” to anyone in the world – this offers access to various secure online services and “the opportunity to run a trusted company online”.

In an intriguing article on The Next Web, this pioneering programme is discussed along with Estonia’s digital industries more generally. The country is described as necessarily having a global outlook – start-ups with core teams based in Estonia often have satellite offices offering local support and marketing in larger markets. The article explores some of the historical, economic and social reasons for its digital-focussed future.


Internet finance company registrations frozen in China

Chinese internet finance companies have seen explosive investment in recent months, with hundreds of internet finance start-ups raising money in 2015 and $1 billion USD invested in the sector in December alone. However, the gold rush is being purposely slowed, with Chinese media reporting that authorities in Beijing, Shanghai and Shenzhen are stopping companies described with terms including “investment, assets, capital, shares, finance management” and more.

The move is apparently designed to slow down the growth of the market in order to ensure better regulation of new and existing companies. A large amount of the skilled workforce in the tech/financial sector is located in Beijing, Shanghai and Shenzhen, meaning that new start-ups may find it difficult to make an impact when based in other cities.


4G connections double in Chile, but total down

According to an eMarketer article, between 2014 and mid-2015, the number of 4G connections in Chile doubled (1.1 million, up from half a million), with the number of smartphone users being around 8 million. The number of total mobile phone connections is actually dipping (23.3 million), having been stagnant since reaching 23.9 million in 2012 – however, as there are already more phones than people in the country, these cutbacks are likely to be from the users of multiple phones.

Getting visibility on properly localised Google Search results

It has now been a couple of months since the location search filter went missing from, removing the ability for users to gain an impression of what search results are available in a different location. Google claims that the feature saw very little usage, but the loss of its potential uses is still felt by search professionals and tourists who need to see search options elsewhere.

Search Engine Land has written a guide to four key options for those who need to see Search Engine Results Page (SERPs) elsewhere. Recommended tools include the Google AdPreview tool, which also allows SERP emulation by language and device, and the location emulation feature in Google Chrome.

To keep up-to-date with the latest international digital marketing news, sign up to Oban’s newsletter, Trendspotter. Alternatively contact Oban on +44(0)1273 613 400 or email [email protected] for advice on how we can help leverage your global online presence.

Image credits

Up in air… photo by Flickr user Michisakai

Windmills at Angla, Saaremaa photo by Flickr user Ekke

Finance district photo by Flickr user Joan Campderros-i-Canas

University Life 26 photo by Flickr user Francisco Osorlo