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

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Enterprise Ireland eMarketing - Aileen O'Toole AMAS. Presentation from October 2011.

Enterprise Ireland eMarketing - Aileen O'Toole AMAS. Presentation from October 2011.

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  • Strategic services to plan, evaluate
  • Transcript

    • 1. Customisation and localisation for international markets Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference 20 October 2011 www.amas.ie
    • 2. 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
    • 3. About AMAS
      • Consultancy which helps clients to exploit the internet.
      • Retained by businesses
      • and organisations to:
      • Plan
      • Evaluate
      • Manage
      • Market their
      • online channels
    • 4. Online trends
    • 5. AMAS research and insights AMAS blog www.amas.ie/blog @ AMASinternet #eiemarketing
    • 6. Why it matters to your business Source: eMarketer, 2010
    • 7. Web 1.0 – online brochure
    • 8. 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
    • 9. 12 steps to going global
    • 10. 1. The internet is your international shop window
    • 11.  
    • 12. 2. Remember a website is not a strategy Picture www.traveladventures.org ,
    • 13. What you need to think about Market needs Brands Content Localisation Technology Logistics Management Marketing Legal
    • 14. 3. Know your customers
    • 15. Audiences: what they want
    • 16. Buyers are focused on their needs
    • 17. 4. Think global, act local
    • 18. High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisation
    • 19. 5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrose
    • 20. Build awareness...on a modest budget
    • 21. 6. First impressions count
    • 22. Content matters
    • 23. 7. One size does not fit all
    • 24. eCommerce comes in many flavours
    • 25. 8. Reuse, recycle and save money
    • 26.  
    • 27. 9. Localisation is about more than translation
    • 28. EPS Before After
    • 29. 10. Use low-cost or no cost tools
    • 30. 11. Be innovative and flexible
    • 31. A simple idea goes global... Sinead Duffy
    • 32. 12. Manage the shop Photo: John Londei, Telegraph.co.uk
    • 33. The job is never done... Source: Demandbase/Focus.com, 2011
    • 34. Mind your reputation...
    • 35. 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”
    • 36. Site metrics
    • 37. And finally....
    • 38. 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
    • 39. Thank you

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