When it comes to attracting new local audiences, brands need to pull specific marketing levers according to each market instead of applying a blanket strategy. In established Western European markets like Germany, France, and the U.K., paid traffic sources originating from email, display advertising, search and social media comprised over one-quarter of monthly desktop traffic flowing to brand sites from the first quarter of 2018 through the second quarter of 2019.
However, in Japan, direct and organic traffic dominates on desktop, leaving less room to lean on marketing initiatives. This also could reflect the relatively small influence of desktop as a channel in APAC, where consumers heavily favor mobile devices. In Japan, browsers most often navigated to brand sites directly, followed by organic Yahoo and Google search results. The levels of organic and direct traffic suggest brands lean on brand equity in APAC rather than paid media on desktop specifically.
Despite these limitations, organic interest is significant, considering a notable level of traffic from APAC regions is flowing to brand sites based outside of APAC. Overall, an APAC country was a top-five source of monthly desktop traffic to analyzed non-APAC sites in 45% of instances between the first quarter of 2018 and the second quarter of 2019. This trend was led by luxury sectors fashion and watches and jewelry at 51% and 46%, respectively. Brands therefore need to cater to APAC customers’ propensity to shop abroad, outfitting their Western sites with expedited payments like Alipay and the ability to change language. Overall, 27% of brand sites allowed browsers to switch languages, led by 51% of watch and jewelry sites.