customisation and localisation for international markets - aileen o'toole amas
DESCRIPTION
Enterprise Ireland eMarketing - Aileen O'Toole AMAS. Presentation from October 2011.TRANSCRIPT
![Page 1: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/1.jpg)
www.amas.ie
Customisation and localisation for international markets
Aileen O’Toole, Managing Director, AMAS
Enterprise Ireland conference
20 October 2011
www.amas.ie
![Page 2: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/2.jpg)
www.amas.ie
Agenda
• Introduction• Online trends
• Internet use• How buyers use the internet
• New markets• 12 steps to going global• Examples – what to do, what to
avoid
• The takeaways
![Page 3: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/3.jpg)
www.amas.ie
About AMAS
Consultancy which helps clients to exploit the internet.
Retained by businessesand organisations to:
• Plan • Evaluate• Manage • Market their online channels
![Page 4: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/4.jpg)
www.amas.ie
Online trends
![Page 5: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/5.jpg)
www.amas.ie
AMAS research and insightsAMAS blog
www.amas.ie/blog
@AMASinternet
#eiemarketing
![Page 6: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/6.jpg)
www.amas.ie
Why it matters to your business
Source: eMarketer, 2010
![Page 7: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/7.jpg)
www.amas.ie
Web 1.0 – online brochure
![Page 8: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/8.jpg)
www.amas.ie
Web 2.0 - digital portfolio
Social networks
Content sharing
Syndication
Your website(s)
Email newsletters
Social bookmarks
BlogsUser-generated content
Search engine profile
Multiple channels to build brands, transact business and manage
reputations
Mobile
Extranet
![Page 9: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/9.jpg)
www.amas.ie
12 steps to going global
![Page 10: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/10.jpg)
www.amas.ie
1. The internet is your international shop window
![Page 11: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/11.jpg)
www.amas.ie
![Page 12: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/12.jpg)
www.amas.ie
2. Remember a website is not a strategy
Picture www.traveladventures.org,
![Page 13: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/13.jpg)
www.amas.ie
What you need to think about
Technology Logistics
ManagementMarketing
Market needs
Brands
Content
Localisation
Legal
![Page 14: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/14.jpg)
www.amas.ie
3. Know your customers
![Page 15: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/15.jpg)
www.amas.ie
Audiences: what they want
![Page 16: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/16.jpg)
www.amas.ie
Buyers are focused on their needs
![Page 17: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/17.jpg)
www.amas.ie
4. Think global, act local
![Page 18: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/18.jpg)
www.amas.ie
High profile referral sites may not deliver leads
Result: lost business due to lack of local market web presence and poor optimisation
![Page 19: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/19.jpg)
www.amas.ie
5. Make it easy for buyers to find you
Picture: http://www.flickr.com/photos/dalcrose
![Page 20: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/20.jpg)
www.amas.ie
Build awareness...on a modest budget
![Page 21: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/21.jpg)
www.amas.ie
6. First impressions count
![Page 22: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/22.jpg)
www.amas.ie
Content matters
![Page 23: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/23.jpg)
www.amas.ie
7. One size does not fit all
![Page 24: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/24.jpg)
www.amas.ie
eCommerce comes in many flavours
![Page 25: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/25.jpg)
www.amas.ie
8. Reuse, recycle and save money
![Page 26: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/26.jpg)
www.amas.ie
![Page 27: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/27.jpg)
www.amas.ie
9. Localisation is about more than translation
![Page 28: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/28.jpg)
www.amas.ie
EPS BeforeAfter
![Page 29: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/29.jpg)
www.amas.ie
10. Use low-cost or no cost tools
![Page 30: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/30.jpg)
www.amas.ie
11. Be innovative and flexible
![Page 31: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/31.jpg)
www.amas.ie
A simple idea goes global...
Sinead Duffy
![Page 32: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/32.jpg)
www.amas.ie
12. Manage the shop
Photo: John Londei, Telegraph.co.uk
![Page 33: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/33.jpg)
www.amas.ie
The job is never done...
Source: Demandbase/Focus.com, 2011
![Page 34: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/34.jpg)
www.amas.ie
Mind your reputation...
![Page 35: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/35.jpg)
www.amas.ie
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”
![Page 36: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/36.jpg)
www.amas.ie
Site metrics
![Page 37: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/37.jpg)
www.amas.ie
And finally....
![Page 38: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/38.jpg)
www.amas.ie
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
![Page 39: Customisation and Localisation for International Markets - Aileen O'Toole AMAS](https://reader033.vdocuments.site/reader033/viewer/2022061114/54619382af79592e408b4654/html5/thumbnails/39.jpg)
www.amas.ie
Thank you