Customisation and Localisation for International Markets - Aileen O'Toole AMAS

Customisation and localisation for international markets Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference 20 October 2011 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

About AMAS
Consultancy which helps clients to exploit the internet.
Retained by businesses
and organisations to:
Plan
Evaluate
Manage
Market their
online channels

Online trends

AMAS research and insights AMAS blog www.amas.ie/blog @ AMASinternet #eiemarketing

Why it matters to your business Source: eMarketer, 2010

Web 1.0 – online brochure

Web 2.0 - digital portfolio Social networks Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile Multiple channels to build brands, transact business and manage reputations Mobile Extranet

12 steps to going global

1. The internet is your international shop window

2. Remember a website is not a strategy Picture www.traveladventures.org ,

What you need to think about Market needs Brands Content Localisation Technology Logistics Management Marketing Legal

3. Know your customers

Audiences: what they want

Buyers are focused on their needs

4. Think global, act local

High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisation

5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrose

Build awareness...on a modest budget

6. First impressions count

Content matters

7. One size does not fit all

eCommerce comes in many flavours

8. Reuse, recycle and save money

9. Localisation is about more than translation

EPS Before After

10. Use low-cost or no cost tools

11. Be innovative and flexible

A simple idea goes global... Sinead Duffy

12. Manage the shop Photo: John Londei, Telegraph.co.uk

The job is never done... Source: Demandbase/Focus.com, 2011

Mind your reputation...

Measure, measure, measure
Patrick Kennedy,
CEO, Paddy Power
John Herlihy, European Director, Google “ The sexiest jobs at Google will centre around mining data” “ Mathematics is as important to creativity when building brands online”

Site metrics

And finally....

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

Thank you

Customisation and Localisation for International Markets - Aileen O'Toole AMAS

by Enterprise Ireland on Oct 24, 2011

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Customisation and Localisation for International Markets - Aileen O’Toole AMAS — Presentation Transcript