Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting
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Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting

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Enterprise Ireland - eMarketing Event - Athlone - March 2014

Enterprise Ireland - eMarketing Event - Athlone - March 2014

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Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting Presentation Transcript

  • Susanne Dirks sudirks@evorsprung.com Ph. 086-2375131 Internet marketing for export markets: What’ssodifferentandhowtoapproachit
  • Introduction and background Commercially astute Technologically sound Culturally sensitive • Commercially astute – Several international management, consulting, and business research, development, and setup roles in MNC environment for last 15+ years – Diploma, Business Innovation/Development (Distinction) • Technologically sound – MSc, IT (Knowledge-Based Systems) – BSc Hons (1st Class), Information Technology – Diploma (Distinction), Internet Marketing & Online PR – Diploma, Web Technologies • Culturally sensitive – Life split 50/50 between Ireland and Germany (plus some time in UK ) – Multinational and multicultural work environment for last 20 years – Qualified translator (German/English) Susanne Dirks
  • Agenda • Good and bad news • Why do I need a different Internet marketing approach abroad ? • How can I use the Internet to increase my export sales ? e-Vorsprung Consulting
  • Reality or Hype ?
  • The opportunity: The Internet is international… e-Vorsprung Consulting Rest of world Source: Comscore, Dec 2012
  • Challenge 1: Language e-Vorsprung Consulting
  • Challenge 2: International reach 93.70% 2.80% 3.50% 6.30% Example: www.irish-sme.ie Ireland UK&US Other e-Vorsprung Consulting Source: Sales data
  • Challenge 3: Readiness of Irish SMEs Audit of EI companies for: • Website Visibility – 17 criteria across 4 categories: Technical Tuning, Onsite SEO, Offside SEO and Social media • Website Impact – 17 criteria across 4 categories: Content & Translation, Customer Service Support, Clarity of Website, Trust- enhancing Features – Plus 4 additional criteria for any companies that provided e-commerce type of transactions e-Vorsprung Consulting 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60 1 Best Worst Average score Source: Data from 2013 audit for Enterprise Ireland
  • Agenda • Good and bad news • Why do I need a different Internet marketing approach abroad ? • How can I use the Internet to increase my export sales ? e-Vorsprung Consulting
  • Web presence abroad means operating in a different environment e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  • Assessing the opportunity: “Ladies Shoes” Ladies shoes Ireland 320 UK 18,100 US 4,400 Germany 90 Austria 10 e-Vorsprung Consulting Source: Google Keyword planner, 27.1.2014 Monthly search volumes in Google:  Know your market Question 1a: Is there sufficient demand for your product/s in your target market/s ?
  • Assessing the opportunity: “Ladies Shoes” Ladies shoes Women shoes Ireland 320 50 UK 18,100 2,400 US 4,400 14,800 Germany 90 110 Austria 10 10 e-Vorsprung Consulting Source: Google Keyword planner, 27.1.2014 Monthly search volumes in Google:  Know your market  Know their lingo Question 1b: Is there sufficient demand for your product/s in your target market/s ?
  • Assessing the competition: “Ladies shoes” Ireland (google.ie) Germany (google.de) Search: (in native language) No top ads 2 ads on top Question 2: Who are you competing with in your selected foreign target market/s ?
  • Re-evaluating your USP e-Vorsprung Consulting Source: IPC Cross-Border e-Commerce report Question 3: What is your USP for selling in your new target market/s ?
  • The impact of a different socio-cultural environment on e-commerce abroad e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  • The cultural environment directly determines the (online) marketing approach • Culture is … – “a universal orientation system typical of a society, organisation or group” – Influences the way all of its members perceive, think, value, act : • Attention • Interest • Desire • Action e-Vorsprung Consulting “The web is not a culturally neutral medium … a website has to be designed for a targetted customer segment … Local adaptation should be based on a complete understanding of a customer group’s culture …”
  • Many users only perceive, think, and value only in their own language… e-Vorsprung Consulting Considerable country variances ! Question asked: “Do you use a language other than your own to read/watch content on the Internet ?” Also note: - Level of usage - Situations for usage
  • ... and usage of another language is not very frequent (and not necessarily English) ... e-Vorsprung Consulting
  • At the most basic level, cultural localisation is about local standards and conventions • Important conventions for cultural web presence localisation include: – Use of colours – Use of formats – Use of measurements – Use of symbols – Use of icons – Use of pictures – Use of currency e-Vorsprung Consulting
  • But culture goes deeper and impacts thinking (“value”) and behaviours (“act”) Hofstede’s cultural dimensions • Power distance – Attitude of the culture towards these inequalities amongst its members • Individualism – Degree of interdependence a society maintains among its members • Masculinity/femininity – Main motivations in people, wanting to be the best (masculine) versus liking what you do (feminine). • Uncertainty avoidance – Extent to which people feel threatened by ambiguous or unknown situations • Long-term orientation – Extent to which a society shows a long-term versus a short-term point of view of the future e-Vorsprung Consulting
  • Comparison: Ireland - China e-Vorsprung Consulting PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation
  • Comparison: Ireland - Spain e-Vorsprung Consulting PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation
  • Culture’s influence on purchase value and speed of decision Business, France Business, Japan e-Vorsprung Consulting
  • The impact of different technology usage on e-commerce abroad e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  • Successful web presence abroad requires an understanding of technology usage patterns • Technology infrastructure • Preferred search engines • Approach to search • Preferred websites / blogs • Preferred social media platforms/channels • Preferred online directories • Preferred price comparison engines • Online usage patterns e-Vorsprung Consulting
  • Popular websites / search engines e-Vorsprung Consulting
  • Example: Different preferred retail sites e-Vorsprung Consulting
  • 5 top social networking sites in Russia e-Vorsprung Consulting
  • The impact of different legal and/or regulatory requirements on e-commerce abroad e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  • Legal considerations for web presence abroad • Online legal aspects different from country to country include areas such as: – Privacy and data protection legislation – Advertising legislation – Brand legislation – Consumer legislation – Copyright – Terms and conditions – Liability – Domain names – Website content e-Vorsprung Consulting
  • Example: Naming of the “Buy” button in Germany • Only FOUR legally compliant names: • Examples of legally non-compliant names: e-Vorsprung Consulting
  • Agenda • Good and bad news • Why do I need a different Internet marketing approach abroad ? • How can I use the Internet to increase my export sales ? e-Vorsprung Consulting
  • 4 key action areas for a successful web presence abroad • Content • Culture • Language • Channnels • Resources • Processes • Domain strategy • Search Engine Marketing • Social Media • Target market research • Online Marketing Strategy ...getting ready for them ...getting them to find you ... getting them to engage with you ....getting them to do lasting business e-Vorsprung Consulting 1 2 34
  • Step 1: Define your online strategy for the new market • Do target market research – Offline market – Online market • Review and refine your online value proposition for your target market – Demand – Feasibility – Brand – Clear competitive differentiation • Online content and design • Online visibility e-Vorsprung Consulting
  • Barriers to Cross-Border e-Commerce e-Vorsprung Consulting Source: IPC Cross-Border e-Commerce report => ‘Localise’ your value proposition
  • “Localise” your value proposition Develop Local USP Kerrygold Butter… Natural… Healthy… Irish butter …Quality butter
  • “Localise” your value proposition Develop Local USP “Translate” local USP Kerrygold
  • “Localise” your value proposition Develop Local USP “Translate” local USP SEOptimise local USP Adwords Local market focused SEO meta/technical,content,links Local directories Local social media strategy
  • Aldi Sued Germany value proposition e-Vorsprung Consulting
  • Aldi Nord Germany value proposition e-Vorsprung Consulting
  • Aldi Austria value proposition e-Vorsprung Consulting
  • Aldi UK value proposition e-Vorsprung Consulting
  • Aldi France value proposition e-Vorsprung Consulting
  • Aldi Ireland value proposition e-Vorsprung Consulting
  • Step 2: Make sure your target customers can find you online • Domain Strategy – Domain name: TLD, spelling/meaning, legal • Search Engine Marketing – Search engine optimisation • Onpage • Offpage – Search engine advertising – Social media optimisation – Other types of e-marketing e-Vorsprung Consulting
  • Search engine marketing for new market Social Media Optimisation Search Engine Optimisation Search Engine Advertising • Keywords for SEO and SEA for target market – Value proposition – Target market language – Used by target market online users – Differentiating • Off-page SEO for target market • Social Media for target market e-Vorsprung Consulting Keywords !!!
  • Good keywords are not only translated, but must also reflect native language search patterns e-Vorsprung Consulting Source: Google Trends on 103372013, Germany, past 12 months Also watch: - Language and grammar - Different thinking patterns 79 1
  • • Create inbound links from reputable websites in the target market – Example: www.german.hostelworld.com • Encourage local links and followers e-Vorsprung Consulting Off-page SEO for foreign markets: The importance of local links
  • Step 3: Make sure your target market customers buy into you online • Appropriate and local language content • Cultural adaptation of web presence • Making your web presence looks local • Legal requirements for web presence e-Vorsprung Consulting
  • Kerrygold content for German products page e-Vorsprung Consulting
  • Website translation is more than just translation • Translation quality • Translation scope • Translation updates • Style of translated text • Formatting of translated text • Consistency of translation • Keyword focus on translated text • Non-text content -> videos • Quality assurance • Keywords e-Vorsprung Consulting Avoid: - Google Translate & Co! - Unqualified translators - Mixed-language approaches Price question: What does content consist of ?
  • Barriers to Cross-Border e-Commerce e-Vorsprung Consulting Source: IPC Cross-Border e-Commerce report
  • Prove quality and convert local visitors “Trust me, I’m a recognised local expert !”Edelmann Trust Barometer 2014 e-Vorsprung Consulting
  • Build trust and convert local visitors “Trust me, I’m local. We have the same needs …” Edelmann Trust Barometer 2014 e-Vorsprung Consulting
  • Tackling uncertainty avoidance: Customer service support in forms of FAQs e-Vorsprung Consulting 3DIssue, Germany Keenan, France
  • Making your web presence look local • German domain name and/or German ccTLC • Providing local payment options • Local contact options, e.g. Address/phone number • Local case studies • Seals of approval by local organisations/bodies • List of local events • List of local websites e-Vorsprung Consulting
  • e-Vorsprung Consulting Germans’ preference for payment options Preferences for payment on the Internet (averaged):
  • Looking local: Meeting legal requirements and conventions e-Vorsprung Consulting Vitalograph
  • Localisation for taste and seasons e-Vorsprung Consulting Local taste Seasons and bank holidays
  • Step 4: Make sure you can do business with the your new target market customers e-Vorsprung Consulting • Channels • Communication • Resources • Skills • Processes
  • Channels, processes, resources for selling to export markets e-Vorsprung Consulting Source: Based on Alex Osterwalder: Business Model Canvas Awareness • How do you raise awareness for your company’s products and/or services ? Evaluation • How you do help customers evaluate your value proposition ? Purchase • How do you allow customers to purchase specific products and/or services? Delivery • How do you deliver your value proposition to your customers ? Aftersales • How do you provide post- purchase support ?
  • Retain and grow your customers: Fresh and local content Facebook, Kerrygold DE Franchisedirekt.com: e-Vorsprung Consulting
  • Customer service for export markets e-Vorsprung Consulting 74.7 % say availability of after-sales support in own language influences their buying decision
  • Summary & Next steps Key points: • Need for target market focus • Refinement and ‘localisation of value proposition • Localisation of website • Localisation of Internet marketing strategy • Localisation != translation • Pre- and post-localisation activities
  • THANK YOU For more info, contact: sudirks@evorsprung.com www.evorsprung.com e-Vorsprung Consulting