Customisation and Localisation | Fiachra O Marcaigh

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eMarketing Event Portlaoise July 2012

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Customisation and Localisation | Fiachra O Marcaigh

  1. 1. Customisation and localisation forinternational marketsFiachra Ó Marcaigh, Director, AMASEnterprise Ireland event19 July 2012www.amas.ie www.amas.ie
  2. 2. 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 takeawayswww.amas.ie
  3. 3. About AMASSpecialists in internetstrategiesSupported 30+ businesses to• Enter international markets• Raise awareness• Grow salesLeading provider underEnterprise Ireland InternetMarketing Unit scheme www.amas.ie
  4. 4. International experiencewww.amas.ie
  5. 5. Online trendswww.amas.ie
  6. 6. AMAS research and insights AMAS blog www.amas.ie/blog @AMASinternet #IMUroadshowwww.amas.ie
  7. 7. Internet trendseCommerce by region See amas.ie/online-research/ for detailswww.amas.ie
  8. 8. Why it matters to your businessSource: MAS, MIIsurvey of 348 IrishMarketers (May2012)www.amas.ie
  9. 9. Why it matters to your businessSource: eMarketer,2010 (US Market) www.amas.ie
  10. 10. Web 1.0 – online brochurewww.amas.ie
  11. 11. Web 2.0 - digital portfolio Content sharing User-generatedYour website(s) Blogs content Multiple channels to build brands, transact Email newslettersSocial networks business and manage reputationsTablet Syndication Mobile and Search engine profile Extranetwww.amas.ie
  12. 12. Trend 1: Multilingual, multiplatformwww.amas.ie
  13. 13. Trend 2: Machine translationimproves, but still not idealwww.amas.ie
  14. 14. Trend 3: Global SEO is more than Google China: Baidu is market leader - 70% share Russia: Yandex 64%, Google 24%http://hothardware.com www.amas.ie
  15. 15. 12 steps to going globalwww.amas.ie
  16. 16. 1. The internet is your internationalshop window......and on the internet nobody knowsyou’re a dogwww.amas.ie
  17. 17. 2. Remember a website is not a strategywww.amas.ie Picture www.traveladventures.org,
  18. 18. What you need to think about Market Brands Logistics needs Legal Management Technology Content Localisation Marketingwww.amas.ie
  19. 19. 3. Know your customerwww.amas.ie
  20. 20. Audiences: what they wantwww.amas.ie
  21. 21. Buyers arefocused ontheir needswww.amas.ie
  22. 22. 4. Think global, act localwww.amas.ie
  23. 23. High-profile referral sites may not deliver leads Despite directory listing business was lost due to lack of local market web presence and poor optimisationwww.amas.ie
  24. 24. 5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrosewww.amas.ie
  25. 25. Build awareness...on a modest budgetwww.amas.ie
  26. 26. 6. First impressions countwww.amas.ie
  27. 27. Content matterswww.amas.ie
  28. 28. Have a content strategy Content marketing• Local content and messaging first• Standardised (all markets vs. variable Case studies by market) “Unconferences”• Adequate resources and tools• Synchronise updates Academic contributions PR Webinars “Meetups” White paperswww.amas.ie
  29. 29. 7. One size does not fit allwww.amas.ie
  30. 30. eCommerce and brand buildingwww.amas.ie
  31. 31. eCommerce comes in many flavourswww.amas.ie
  32. 32. Coherent brand identitywww.amas.ie
  33. 33. 8. Reuse, recycle and save moneywww.amas.ie
  34. 34. Core content across multiple siteswww.amas.ie
  35. 35. 9. Localisation is more than translationwww.amas.ie
  36. 36. 10. Use low-cost or no cost toolswww.amas.ie
  37. 37. A simple idea goes global... Sinead Duffywww.amas.ie
  38. 38. 11. Manage the shop Photo: John Londei, Telegraph.co.ukwww.amas.ie
  39. 39. Mind your reputation...www.amas.ie
  40. 40. 12. Measure, measure, measure “Mathematics is as important as creativity when building brands online”Patrick Kennedy,CEO, Paddy Power “The sexiest jobs at Google will centre around mining data” John Herlihy, www.amas.ie European Director, Google
  41. 41. Site metricswww.amas.ie
  42. 42. And finally....www.amas.ie
  43. 43. 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 agood place to startwww.amas.ie
  44. 44. For queries, please contact: • info@amas.ie • (01) 661 0499 Fiachra Ó Marcaighwww.amas.ie
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