customisation and localisation for international markets
DESCRIPTION
Presented by Fiachra O Marcaigh of AMAS at EI emarketing event in Limerick March 2012.TRANSCRIPT
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Customisation and localisation for international markets
Fiachra Ó Marcaigh, Director, AMAS
Enterprise Ireland conference
8 March 2012
www.amas.ie
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Agenda
• Introduction• Online trends
• Why the internet matters• How buyers use the internet
• New markets• 12 steps to going global• Examples – what to do, what to
avoid
• The takeaways
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About AMAS
Specialists in internet strategies
Supported 30+ businesses to•Enter international markets•Raise awareness•Grow sales
Leading provider under Enterprise Ireland eBMI programme
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International experience
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Online trends
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AMAS research and insightsAMAS blog
www.amas.ie/blog
@AMASinternet
#eiemarketing
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Internet trends
European Commission, Digital Agenda for Europe, June 2011.
RedC De-coding digital trends in Ireland 2011, Online survey of 500 adults aged 18+
CSO, 2011
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Why it matters to your business
Source: eMarketer, 2010 (US Market)
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Web 1.0 – online brochure
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Web 2.0 - digital portfolio
Social networks
Content sharing
Syndication
Your website(s)
Email newsletters
Mobile and Tablet
BlogsUser-generated content
Search engine profile
Extranet
Multiple channels to build brands, transact business and manage
reputations
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Trend 1: Multilingual, multiplatform
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Trend 2: Machine translation improves, but…
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Trend 3: Global SEO is more than Google
http://hothardware.com
China: Baidu is market leader - 70% share
Russia: Yandex 64%, Google 24%
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12 steps to going global
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1. The internet is your international shop window
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2. Remember a website is not a strategy
Picture www.traveladventures.org,
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What you need to think about
Brands Market needs Logistics
Legal Management Technology
Content Localisation Marketing
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3. Know your customer
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Audiences: what they want
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Buyers are focused on their needs
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4. Think global, act local
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High profile referral sites may not deliver leads
Result: lost business due to lack of local market web presence and poor optimisation
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5. Make it easy for buyers to find you
Picture: http://www.flickr.com/photos/dalcrose
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Build awareness...on a modest budget
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6. First impressions count
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Content matters
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Have a content strategy
• Local content and messaging first
• Standardised (all markets vs. variable by market
• Adequate resources and tools
• Synchronise updates
Content marketing
Webinars
“Meetups”
Academic contributions PR
“Unconferences”
White papers
Case studies
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7. One size does not fit all
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eCommerce and brand building
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eCommerce comes in many flavours
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Coherent brand identity BeforeAfter
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8. Reuse, recycle and save money
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9. Localisation is about more than translation
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10. Use low-cost or no cost tools
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A simple idea goes global...
Sinead Duffy
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11. Manage the shop
Photo: John Londei, Telegraph.co.uk
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Mind your reputation...
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12. Measure, measure, measure
Patrick Kennedy, CEO, Paddy Power
“The sexiest jobs at Google will centre around mining data”
John Herlihy, European Director, Google
“Mathematics is as important to creativity whenbuilding brands online”
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Site metrics
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And finally....
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The takeaways
• Plan How does internet support your business strategy?
• Localise and customise How best to match local market requirements?
• Manage How to deliver a complex (or simple) internet
presence?
• Learn How to build your knowledge, skills and stay on top
of internet trends?
Enterprise Ireland’s eBMI programme is a good place to start
