Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Enterprise Ireland, March 2012 - AMAS Fiachra Ó Marcaigh

806 views

Published on

Enterprise Ireland presentation in Limerick, March 2012. Topics include how to market to international audiences using the internet. Social media and various other channels discussed in detail.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Enterprise Ireland, March 2012 - AMAS Fiachra Ó Marcaigh

  1. 1. Customisation and localisation forinternational marketsFiachra Ó Marcaigh, Director, AMASEnterprise Ireland conference8 March 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 eBMIprogramme 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 trendsEuropeanCommission, DigitalAgenda for Europe,June 2011.www.amas.ie
  8. 8. Internet TrendsRedC De-coding digital trends in Ireland2011, Online survey of 500 adults aged18+ CSO, 2011www.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 Email newslettersSocial networks Syndication Mobile and Tablet Search engine profile Multiple channels to build brands, transact business Extranet and manage reputations www.amas.ie
  12. 12. Trend 1: Multilingual, multiplatformwww.amas.ie
  13. 13. Trend 2: Machine translationimproves, but…www.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 windowwww.amas.ie
  17. 17. www.amas.ie
  18. 18. 2. Remember a website is not a strategywww.amas.ie Picture www.traveladventures.org,
  19. 19. What you need to think about Market Brands Logistics needs Legal Management Technology Content Localisation Marketingwww.amas.ie
  20. 20. 3. Know your customerwww.amas.ie
  21. 21. Audiences: what they wantwww.amas.ie
  22. 22. Buyers are focused ontheir needswww.amas.ie
  23. 23. www.amas.ie
  24. 24. 4. Think global, act localwww.amas.ie
  25. 25. High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisationwww.amas.ie
  26. 26. 5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrosewww.amas.ie
  27. 27. Build awareness...on a modest budgetwww.amas.ie
  28. 28. 6. First impressions countwww.amas.ie
  29. 29. Content matterswww.amas.ie
  30. 30. 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
  31. 31. 7. One size does not fit allwww.amas.ie
  32. 32. eCommerce and brand buildingwww.amas.ie
  33. 33. eCommerce comes in many flavourswww.amas.ie
  34. 34. Coherent brand identity Before Afterwww.amas.ie
  35. 35. 8. Reuse, recycle and save moneywww.amas.ie
  36. 36. www.amas.ie
  37. 37. 9. Localisation is about more thantranslationwww.amas.ie
  38. 38. 10. Use low-cost or no cost toolswww.amas.ie
  39. 39. A simple idea goes global... Sinead Duffywww.amas.ie
  40. 40. 11. Manage the shop Photo: John Londei, Telegraph.co.ukwww.amas.ie
  41. 41. Mind your reputation...www.amas.ie
  42. 42. 12. Measure, measure, measure “Mathematics is as important to creativity when building brandsPatrick Kennedy, online”CEO, Paddy Power “The sexiest jobs at Google will centre around mining data” John Herlihy, www.amas.ie European Director, Google
  43. 43. Site metricswww.amas.ie
  44. 44. And finally....www.amas.ie
  45. 45. 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 startwww.amas.ie
  46. 46. Thank you For queries, please contact: •info@amas.ie •(01) 661 0499www.amas.ie

×