Customisation and localisation for international markets

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Aileen O'Toole of AMAS - eMarketing Seminar Galway April 2011

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Customisation and localisation for international markets

  1. 1. Customisation and localisation forinternational marketsAileen O’Toole, Managing Director, AMASEnterprise Ireland conference14 April 2011www.amas.ie www.amas.ie
  2. 2. Agenda• Introduction• Online trends • Internet use • Marketing• New markets • 12 steps to going global • Examples – what to do, what to avoid• The takeawayswww.amas.ie
  3. 3. About AMASConsultancy which helps clients to exploit the internet.Retained by businessesand organisations to:• Plan• Evaluate• Manage• Market their online channels www.amas.ie
  4. 4. Online trendswww.amas.ie
  5. 5. AMAS research and insights AMAS blog www.amas.ie/blog @AMASinternet #entirlwww.amas.ie
  6. 6. Internet trendsSource: CSO, Enterprise Statistics 2010 www.amas.ie
  7. 7. Internet trendsSource: Consumer Commerce Barometer, 2010 www.amas.ie
  8. 8. Internet trendswww.amas.ie
  9. 9. Internet trends Source: 2011 Irish Online Marketing Sentiment Surveywww.amas.ie
  10. 10. Internet trends Source: 2011 Irish Online Marketing Sentiment Surveywww.amas.ie
  11. 11. Internet usewww.amas.ie
  12. 12. Internet use % with internet-enabled mobile phonesSource: Eurobarometer, 2010 www.amas.ie
  13. 13. The impact Source: eMarketer, 2010www.amas.ie
  14. 14. Web 1.0 – online brochurewww.amas.ie
  15. 15. Web 2.0 - digital portfolio Content sharing User-generatedYour website(s) Blogs content Multiple channels to Email newsletters build brands, transactSocial networks business Social bookmarks Syndication and manage reputations Search engine profile Extranet Mobilewww.amas.ie
  16. 16. 12 steps to going globalwww.amas.ie
  17. 17. 1. The internet is your internationalshop windowwww.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 Brands Market needs Content Logistics Technology Localisation Legal Marketing Managementwww.amas.ie
  20. 20. 3. Know your customerswww.amas.ie
  21. 21. 4. Think global, act localwww.amas.ie
  22. 22. 5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrosewww.amas.ie
  23. 23. 6. First introductions countwww.amas.ie
  24. 24. 7. One size does not fit allwww.amas.ie
  25. 25. 8. Reuse, recycle and save moneywww.amas.ie
  26. 26. 9. Localisation is about more thantranslationwww.amas.ie
  27. 27. 10. Use low-cost or no-cost toolswww.amas.ie
  28. 28. 11. Be innovative and flexiblewww.amas.ie
  29. 29. Measure, measure, measure “Mathematics is as important to creativity in building brand online”Patrick Kennedy,CEO, Paddy Power “The sexiest jobs at Google will centre around mining data” John Herlihy, www.amas.ie European Director, Google
  30. 30. 12. Build and they won’t comewww.amas.ie
  31. 31. You need to manage the shop Photo: John Londei, Telegraph.co.ukwww.amas.ie
  32. 32. And finally....www.amas.ie
  33. 33. 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
  34. 34. Thank youwww.amas.ie

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