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eMarketing Event Portlaoise July 2012
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www.amas.ie
Customisation and localisation for
international markets
Fiachra Ó Marcaigh, Director, AMAS
Enterprise Ireland event 19 July 2012
www.amas.ie
www.amas.ie
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
www.amas.ie
About AMAS
Specialists in internet strategies
Supported 30+ businesses to
• Enter international markets
• Raise awareness
• Grow sales
Leading provider under
Enterprise Ireland Internet Marketing Unit scheme
www.amas.ie
International experience
www.amas.ie
Online trends
www.amas.ie
AMAS research and insights AMAS blog
www.amas.ie/blog
@AMASinternet
#IMUroadshow
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eCommerce by region
Internet trends
See amas.ie/online-research/ for details
www.amas.ie
Why it matters to your business
Source: MAS, MII survey of 348 Irish Marketers (May 2012)
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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
Blogs User-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 still not ideal
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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...
...and on the internet nobody knows you’re a dog
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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
Despite directory listing business was lost 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
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8. Reuse, recycle and save money
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Core content across multiple sites
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9. Localisation is 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 as creativity when building 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 Internet Marketing Unit is a good place to start
www.amas.ie
For queries, please contact:
• (01) 661 0499
Fiachra Ó Marcaigh
