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Customisation and localisation for international markets

Fiachra Ó Marcaigh, Director, AMAS

Enterprise Ireland conference

8 March 2012

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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

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@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

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Thank you

For queries, please contact:•info@amas.ie•(01) 661 0499