how to be found and liked in export markets | susanne dirks - evorsprung consulting
TRANSCRIPT
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International online presence:How to be found and liked in export markets
Susanne Dirks
e-Vorsprung Consulting
www.evorsprung.com
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Introduction and background
Susanne Dirks MSc BSc
• German living in Ireland
• Academic background:
– Translation/localisation
– Information Technology/AI
– e-marketing/business development
• Experience: International
business and IT consulting
e-Vorsprung Consulting
• Help Irish SMEs fully leverage
the Internet for sales and
marketing with focus on
export markets including:
– International web presence
and e-marketing strategy
– Web presence localisation
– e-marketing and SEO
e-Vorsprung Consulting
www.evorsprung.com
ie.linkedin.com/in/susannedirks
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Agenda
How to be (online) found and liked in export
markets ?
1. Why do it ?
2. What to watch out for ?
3. How to do it ?
e-Vorsprung Consulting
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Why Do It ?
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Reason 1: Market opportunity
Source: eCommerce Europe (2013)
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(billion)
EuropeIreland:0.06% of world population
0.13% of world Internet population
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Reason 2: Market AccessGlobal Internet population: From US-centric to truly international
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Source: internetlivestats, 2013
Also consider:
Varying growth rates from 1% to 17%
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Reason 3: Company Growth
Example: Zalando
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Survey of German
online shops:• 77% considering
• 36% planning
international
expansion
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Challenge 1: ACCESS != REACH
‘Automatic’ international reach is minimal
Source: Irish e-commerce SME sales data
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Challenge 2: TRANSLATION != LOCALISATION
Translation alone is not sufficient
Audit of EI companies for:
• Website Visibility– Technical Tuning
– Onsite / Offside SEO
– Social media presence
• Website Impact– Content & Translation
– Customer Service Support
– Clarity of Website
– Trust-building features
• E-Commerce readiness– Process, Legal, etc.0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
1
Best
Worst
Average score
Source: Data from 2013 audit for Enterprise Ireland
Note: Audit for German market only e-Vorsprung Consulting
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Challenge 3: NO GUARANTEES
Market research and active marketing are vital
Requires business case:
– Demand
– Competitive differentiation
– Feasibility, cost, pricing
– No go examples (online, DE):
• Debenhams.de
• Asos
Requires active effort
– Example:
• 55% of German online
shops deliver abroad
• Sales percentage
abroad smallish
• BECAUSE marketing
efforts smallish
e-Vorsprung Consulting
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What To Watch Out For ?
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Selling internationally (online) means
operating (and e-marketing) in a different environment
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Business environment
Socio-cultural environment
Technology environment
Legal environment
www.sme.cn
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Business environment:
Local supply - local demand - Your USP
Supply/Competitors Demand
ATKearney,
2012
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Assessing demand:
Checking out local search patterns
Ladies shoes
Ireland 320
UK 18,100
US 4,400
Germany 90
Austria 10
Source: Google Keyword planner
Monthly search volumes in Google:
Question 1:Is there sufficient demand for your product/s
in your target market/s ?
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Women shoes
50
2,400
14,800
110
10
Damenschuhe
20
20
50
27,100
880
Check
external and
internal data
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Assessing the competition: “Ladies shoes”
Ireland (google.ie) Germany (google.de)Organic search
results only
Question 2: Who are you competing ONLINE and OFFLINE with in
your selected foreign target market/s ?
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Re-evaluating your USP
Source: IPC Cross-Border e-Commerce report
Question 3:
What is your USP for
selling in your new
target market/s ?
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Re-fining your USP for export markets
Demand
• Ireland – Office shoes – 9,900
• Germany– Büroschuhe – 70 -> NO
– High heels – 40,400 -> NO
– Brautschuhe – 33,100 -> NO
– ...
Supply / Competitors
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– Tanzschuhe - 22,200
– Tanzschuhe Damen – 4,400
– Tangoschuhe - 880
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The impact of a different socio-cultural
environment on e-commerce abroad
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Business environment
Socio-cultural environment
Technology environment
Legal environment
www.sme.cn
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Understanding of the export market’s culture is
key to the success of e-marketing
Culture influences how
all of its members:
– Perceive
– Think
– Value
– Act
Website marketing
aims at getting people’s:
– Attention
– Interest
– Desire
– Action
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“The web is not a culturally
neutral medium … a website has to be
designed for a targetted customer segment …
Local adaptation should be based on a
complete understanding of
a customer group’s culture …”
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Cultural considerations
• Text
– Words
– Language
• Graphics
– Pictures
– Symbols
• Design
– Layout
– Colours
– Navigation
• Formats
– Addresses
– Phone numbers
• Measurements etc. etc. etc.e-Vorsprung Consulting
Key guiding principles:
1. Don’t offend
2. Don’t look silly
3. Speak the ‘language’
4. Show you care
5. Show local insight
Needs local insights
and input
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Don’t offend
Picture and text content must be appropriate
for culture
Ikea
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Microsoft
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Translations can go wrong easily
Don’t look silly
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Picture content: Watch out for potential issues
Final
version
Spot the
issue!
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Draft version
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Users prefer content in their own language
Speak their language
Considerable country variances !
Question asked:
“Do you use a language other than
your own to read/watch content
on the Internet ?”
Plus:
Frequency
Complexity
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Google Translate
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Quality of local content shows your attitude
Show you care
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Final touches makes the difference
Show local insight
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UK
Spain
Zalando payment options
Oriflame
Latvi
a
Kenya
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Assessing cultural differences to
address in web presence localisation
Hofstede’s 6 cultural dimensions:
• Power distance
• Individualism
• Masculinity/femininity
• Uncertainty avoidance
• Long-term orientation
• Indulgence
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Can and must be
addressed via:
Web design, content,
features/functionality
Ireland in comparison…
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Example:
Websites for uncertainty avoidance
cultures
Key principles
• Minimal ambiguity
• Clear navigation
• Structured information
• Predictable user journey
• No pop-ups
• No non-essential info
• Explicit language
• Clear images
Example:
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The impact of different technology usage on
e-commerce abroad
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Business environment
Socio-cultural environment
Technology environment
Legal environment
www.sme.cn
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Technology infrastructure
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Average connection speed by country:
Mobile connectivity, Europe:
Mobile
penetration:
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Popular websites / search engines
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Search engines:
Google is not Number 1 everywhere
• What are the
prevalent search
engines in your target
market/s ?
• What are the
differences in SEO ?
Guess where ?e-Vorsprung Consulting
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Social network preferences vary –Example: Germany and Russia
Germany
Russia
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Russia
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The impact of different legal and/or regulatory
requirements on e-commerce abroad
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Business environment
Socio-cultural environment
Technology environment
Legal environment
www.sme.cn
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Legal considerations for web presence abroad
Legal aspects to consider
– Privacy and data protection legislation
– Advertising legislation
– Brand legislation
– Consumer legislation
– Copyright
– Terms and conditions
– Liability
– Domain names
– Website content
Example: Legal warnings
in Germany (2013)
• 3 of 5 online shops received at
least one legal warning in 2013
14%
12%
53%
20%
Trademark law
Copyright
Competition law
Other
Source: Händlerbund
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How To Go About It ?
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What does web presence for exports involve ?
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Localisation is the practice
of adjusting a product or
service to the requirements
of a foreign market
e-Marketing
localisation
Website localisation
Web presence in export market
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Website localisation
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Website Localisation Step 1:
Big Picture: Internationalisation strategy
Export market priorities
1. Target market/s
2. Target audience/s
3. Competitors
4. Offering/value proposition
5. Differentiation/USP
Company priorities
1. Goals / KPIs
2. Resources
3. Budget
4. Time
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International and local Web Presence Strategy
WHERE, WHY, WHEN, WHAT, HOW
International web presence strategy supports the business
– Internationalisation status to-date and plans
– Country priorities, timing, goals per markets
– Sales channels and products and value proposition per market
– Role of web to-date and going forward per market
Web internationalisation strategy
Domain strategy
Information architecture
Content, web presence approach, e-marketing approach
Local market web presence strategy
– Value proposition, products/services, top shelf concept
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Strategic choices for web presence localisation
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Hope & Pray
Translation/ Copywriting
SEO-Translation/Optimisation
SEO-Trans-Creation
Web Presence Localisation
Marketing in a new environment
1. Countries
2. Offering
3. Scope/footprint
4. Localisation degree
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Website Localisation Step 2:
Culturally appropriate, locally relevant and
appealing (AIDA) CONTENT
• Articulates your value proposition in …
• Differentiates you from competitors in …
• Meets the content needs of …
• Uses standards and conventions in …
• Uses content formats preferred by …
• Uses design, colours, graphics used in…
• Builds trust with local users in…
• Speaks the ‘language’ of …
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Your
Target
Marke
t
WHAT CONTENT
What content, HOW
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WHAT CONTENT ?
Mini case study “Aldi” top shelf:
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WHAT content to
articulate and
differentiate yourself in
export markets ?
• Top shelf
• Cellar
• New
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Aldi Süd Germany value proposition:
Quality products, cheap price guaranteed
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Aldi Nord Germany value proposition:
Top quality food at consistently low price
e-Vorsprung Consulting
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Aldi Austria value proposition:
Cheap style with a conscience
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Aldi France value proposition:Quick tasty food for singles at good quality & price
e-Vorsprung Consulting
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Aldi UK value proposition:
Fresh food with a British twist
e-Vorsprung Consulting
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Aldi Ireland value proposition:
Buy Irish quality and support Ireland
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Special additional content to provide trust:
Provide local evidence of quality and service
Edelmann Trust Barometer
2014
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L
O
C
A
L
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Special additional content for legal compliance
Example: MicksGarage.de, Germany
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WHAT CONTENT, AND HOW?
Examples
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HOW to present your
content in export
markets ?
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Dealing with different content needs
UK Germany
Example: Motivations for Newletter subscription
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Different expectations for level of detail and info
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Example, Kerrygold Germany product page (2013):
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Paying attention to colour and design preferences
Alibaba.comAlibaba.cn
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Using pictures to reinforce local relevance
France
Spain
AdidasSiemens
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Providing local(ly relevant) content
e-Vorsprung Consulting
Germany
Ireland
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Translation & Trans-creation:
Speaking the local language
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Decide at start
Scope
Messages
Style
Formats
Ensure
always
Quality & consistency
Keyword focus
Fresh content
Standards & conventions
Avoid like pest
Think carefully
Keywords
Taglines
Ads
CTAs
Non-text content
Google Translate & Co
Translator wannabes
Mixed-language approaches
Creating valid,
fresh,
persuasive,
relevant quality
content for local
users and search
engines
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Speaking the local ‘dialect’Don’t forget to ‘translate’ English content
• Website text and SEO text needs to reflect the
‘language’ used by your target market
– Official language
– National ‘dialect’
– Words
– Spelling
– Usage patterns
• Principles:
– Be found
– Be understood
– Don’t be misunderstood
Search:
UK: 77%, US: 14%Search: UK: 23%, US: 86%
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Legal
Payment, Delivery, Returns
Support
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Web Localisation, Step 3:
Making sure you can do (lasting) business
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Legal requirements example:
Naming of the “Buy” button in Germany
• Only FOUR legally
compliant names:
• Examples of legally
non-compliant names:
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Payment preferences differ:
Example: Payments made – Germany vs Spain
Spanish payments German payments
?
e-Vorsprung Consulting
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Support and communications with customers
• A website is for life, not just for
Christmas
• The Internet is a two-way
channel
• The Internet is only one
communication channel
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74.7 % say availability of after-sales support in own language influences their buying decision
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e-Vorsprung Consulting
E-Marketing
Localisation
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The challenge of glocalisation
Local market requirements & opportunities
Company requirements, constraints &
goals
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Local visibility
requires a local
Internet Strategy !
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Key considerations for e-marketing in
export markets
• Giving local signals for search engines
• Optimising for local search engine/s
• Selecting keywords for search engine
marketing: SEO and PPC
• Being seen in the ‘right places’ online
• Deciding, where and how to ‘socialise’
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Local signals for search engines:
Geo-targeting signals for Google
• Domain URL
• Webmaster Tool settings
• Sitemaps and hreflang tag
• Server Location
• Website – content and metadata language
• Currency and address formats
• Inbound links
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Keywords for search engine marketing
in the new export market
Social Media Optimisation
Search Engine
Optimisation
Search Engine
Advertising
• Keywords for SEO and
SEA, SMO for target market
– Alignment with value
proposition and USP
– Target market language
– Target market usage
– Regional aspects
– Cultural aspects
Keywords !!!
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Need for multi-
disciplinary approach
and skills: market
insight, linguistic skills,
internet marketing
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Keyword localisation requires strong
language skills and creativity
0 1000 2000 3000 4000 5000 6000
health shoes (IRL)
gesundheits-schuhe
gesunde schuhe
gesundheitsschuhe
bequeme schuhe
extra weite schuhe
extra breite schuhe
breite schuhe
weite schuhe
breiten fassende schuhe (google)
Monthly search volume
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0!
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Germany
Austria
Switzerland
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ackerschnacker
Händy
Natel
Handy
Mobiltelefon
e-Vorsprung Consulting
Keyword localisation is more than translation:
Beware of local usage patterns
Example: “Mobile Phone” in German speaking markets
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Alignment of local keywords to local USP
Keyword Irish search result
(google.ie)
German search result
(google.de)
butter
Page 1 (Place 5) Page 5 *
healthy butter (gesunde
butter)
Not found
(on first five pages)
Page 1 (place 6) **
Irish butter (irische
butter)
Page 1 (Place 1) Page 1 (place 2) **
•Organic search results only, Google ads shows earlier
** First product in the listing
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Example: Kerrygold
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Cultural factors influencing keywords
Critical questions:
1. Why is there such a big opportunity in the UK?
2. Why is the search pattern in Germany so different?
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Monthly search volume (Google)
English term UK Germany German term
house exchange 14,800 1,600 Haustausch
home exchange 4,400 0 Eigenheimtausch
house swap 5,400 NA NA
home swap 4,400 0 Haus Swap (Google Translate)
flat exchange 110 2,400 Wohnungstausch
apartment exchange 10 10 Apartment Tausch
Germany: 45% UK 85 %
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Summary
Key points:
• Think INTERNATIONAL. Think
STRATEGIC
• Translation != localisation
• Plan for a different business, cultural,
technology, legal environment
• RELEVANT CONTENT: What, How,
Who
• Two main areas:
• Web presence localisation
• e-Marketing localisation
• Localisation is not just for Xmas
e-Vorsprung Consulting