Web presence abroad:
What’s so different and how to
best approach it

Susanne Dirks
sudirks@evorsprung.com
Ph. 086-2375131
Best Practice Guide available on EI website:

Introduction and
background

Susanne Dirks MSc BSc
ie.linkedin.com/ie/susann...
Need for action: Unleveraged opportunity
Audit of EI companies for:
• Website Visibility
– 17 criteria across 4 categories...
Agenda
• Considerations: How web presence abroad is
different to web presence in Ireland
• Action: What are the key action...
Web presence abroad
means operating in a different environment

Competitive
Environment

Socio-cultural
Environment

Techn...
New opportunities and new challenges:
More competitors, different ways of competing
• Different and additional competitors...
Example ‘Butter’:
Different offline competitors in Germany

e-Vorsprung Consulting
Example: ‘Butter’
Different online (types of) competitors in Germany
Ireland (google.ie)

Search:
(in native language)
but...
Example: ‘Mobile Phone’
Different online competitors in Germany
Search:

Ireland (google.ie)

(in native language):
Mobile...
The impact of a different cultural environment on
web presence in Germany

Competitive
Environment

Technology
Environment...
The cultural environment directly determines the
(online) marketing approach
• Culture is
– “a universal orientation
syste...
Many users only perceive, think, and value only
in their own language

Question:
Do you use a language other than
your own...
... and usage of another language is not very
frequent (and not necessarily English) ...

e-Vorsprung Consulting
... and usage of other language(s) online declines,
the more serious the transaction is

e-Vorsprung Consulting
Language’s influence on purchasing decisions:
“Can’t read, won’t buy !”
• Real foreign language proficiency (and use) is l...
At the most basic level, cultural localisation is
about local standards and conventions
• Important conventions for cultur...
But culture goes deeper and impacts thinking
(“value”) and behaviours (“act”)
Hofstede’s cultural dimensions
• Power dista...
Comparison: Ireland - US - UK
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avo...
Comparison: Ireland - China
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoid...
Comparison: Ireland - Spain
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoid...
Culture’s influence on purchase value and
speed of decision
Business, France

Business, Japan

e-Vorsprung Consulting
Culture’s influence on
purchase order value over time
• Travel industry, UK

• Travel industry, Germany

e-Vorsprung Consu...
Culture’s influence on channels in sales process
Examples for auto sector

UK

France

Germany

e-Vorsprung Consulting
The impact of different technology usage on
web presence in Germany

Competitive
Environment

Technology
Environment

Soci...
Successful web presence abroad requires an
understanding of technology usage patterns
•
•
•
•
•
•
•

Preferred search engi...
Example:
Different social networks in Germany

e-Vorsprung Consulting
Example:
Different preferred retail sites

e-Vorsprung Consulting
Technology and culture:
Differences in the role of smartphones
Smartphone penetration, December
2012

Share of smartphone ...
The impact of different legal and/or regulatory
requirements on web presence in Germany

Competitive
Environment

Technolo...
Legal considerations for web presence abroad

• Online legal aspects different from country to country
include areas such ...
Example of legal requirement in Germany:
‘Impressum’
•

‘Impressum’ is a legally mandated
statement of the ownership and
a...
4 steps for a successful web presence abroad

1

2

4

3

e-Vorsprung Consulting
Step 1:
Define your online strategy for the new market
• Do target market research
– Offline market
– Online market

• Rev...
Kerrygold Ireland value proposition
as per Irish home page

e-Vorsprung Consulting
Kerrygold Germany value proposition
as per German home page

e-Vorsprung Consulting
The impact of Kerrygold’s
German value proposition on search results
Searching for
“Gesunde Butter”
In www.google.de
=> SE...
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
– Domain URL structure

• Sea...
Domain name:
Name that is meaningful and easy for target market

If possible, a search-friendly domain name
• For search e...
Domain URL Structure Options
• Option 1: Country-code TLD (ccTLD)
– Example: www.tricel.fr

• Option 2: Subdirectory
– Exa...
Search engine marketing for new market
• Keywords for SEO and
SEA for target market
Keywords !!!

– Value proposition
– Ta...
SEO and SEA play a key role in attracting online
customers abroad
Example: German e-commerce companies’ approach to
intern...
Good keywords are not only translated, but must also
reflect native language search patterns

79

1

Also watch:
- Languag...
Example Kerrygold:
Good keywords express local differentiators
Keyword

Irish search result
(google.ie)

German search res...
Focus needs to be on attracting the right visitors
and meeting their implicit search needs
•

Good points:
– Website trans...
Off-page SEO for foreign markets:
The importance of local links
• Create inbound links from reputable websites in the
targ...
Other Off-page SEO for new markets:
Being seen in the ‘right places’
• Locally used generic directories
• e.g. for Germany...
Step 3:
Make sure your target market customers
buy into you online
• Appropriate and local language content
• Cultural ada...
Kerrygold content for German products page

e-Vorsprung Consulting
Different countries prefer different formats of content

e-Vorsprung Consulting
Website translation is more than just translation
•
•
•
•
•
•
•
•

Translation quality
Avoid:
Translation scope
- Google T...
Examples of translation considerations
• Video content:
– Keenans – fully dubbed
– Combilift – ‘silent’ movie
Franchise Di...
Tackling ‘uncertainty avoidance’ online
• Customer service: FAQs, customer service options, customer
help/contact
• Guided...
Tackling uncertainty avoidance:
Customer service support in forms of FAQs
Keenan, France
3DIssue, Germany

e-Vorsprung Con...
Tackling uncertainty avoidance:
Different forms of customer service support
Vitalograph

e-Vorsprung Consulting
e-Vorsprun...
Tackling uncertainty avoidance:
Sitemaps for website clarity and structure
Multihog

e-Vorsprung Consulting
Tackling uncertainty avoidance:
Breadcrumb navigation for website clarity
and structure

e-Vorsprung Consulting
Tackling uncertainty avoidance:
Scientific/academic evidence helps build trust
Keenan

Kerrygold

e-Vorsprung Consulting
Tackling uncertainty avoidance:
Displaying seals of quality

• Online seals of quality recommended by D21
initiative for G...
Tackling uncertainty avoidance:
Tradition and trust go hand in hand

Vitalograph

e-Vorsprung Consulting
Making your web presence look local
•
•
•
•
•
•
•

German domain name and/or German ccTLC
Providing local payment options
...
Germans’ preference for payment options

Preferences for payment on the Internet (averaged):

e-Vorsprung Consulting
Example:
Country-specific payment types
Country

Country-specific payment type

Benelux

Bancontact / Mister Cash
IDEAL

F...
Looking local:
Local contact options and/or local presence
Keenan

e-Vorsprung Consulting
Looking local:
Local case studies have more relevance
Kingspan

e-Vorsprung Consulting
Looking local:
Local approval of quality counts more
Aldi Germany

Aldi Ireland

e-Vorsprung Consulting
Looking Local: Listing local events
Keenan UK

e-Vorsprung Consulting
Looking local:
Listing links to locally relevant websites

www.vitalograph.de

e-Vorsprung Consulting
Looking local:
Meeting legal requirements and conventions
Vitalograph

e-Vorsprung Consulting
Step 4:
Make sure you can do business with the your new target
market customers

•
•
•
•
•

Channels
Communication
Resourc...
Channel strategy for new markets
• New channel created due to web presence in new market
– Where does this fit in overall ...
Question: How to you provide telephone support
to non-English speakers ?
Languages spoken well
enough to hold a
conversati...
Question: How do you deal with foreign language
enquiries or comments ?

e-Vorsprung Consulting
Language strategy is worth the effort
74.7 % say availability of after-sales support in own
language influences their buyi...
Next steps
• Planning web presence for new market
–
–
–
–

Online value proposition for new market
Monitoring
Strategy
Qui...
For more info, contact:
sudirks@evorsprung.com

THANK YOU
e-Vorsprung Consulting
Upcoming SlideShare
Loading in …5
×

Web Presence Abroad Susanne Dirks | e-Vorsprung Consulting

1,801 views

Published on

Enterprise Ireland - eMarketing Event - Dublin - Oct 2013

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,801
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Web Presence Abroad Susanne Dirks | e-Vorsprung Consulting

  1. 1. Web presence abroad: What’s so different and how to best approach it Susanne Dirks sudirks@evorsprung.com Ph. 086-2375131
  2. 2. Best Practice Guide available on EI website: Introduction and background Susanne Dirks MSc BSc ie.linkedin.com/ie/susannedirks www.enterprise-ireland.com/localisation4germany
  3. 3. Need for action: Unleveraged opportunity 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 ecommerce type of transactions e-Vorsprung Consulting
  4. 4. Agenda • Considerations: How web presence abroad is different to web presence in Ireland • Action: What are the key action areas for establishing a successful web presence abroad e-Vorsprung Consulting
  5. 5. Web presence abroad means operating in a different environment Competitive Environment Socio-cultural Environment Technology Environment Legal Environment e-Vorsprung Consulting
  6. 6. New opportunities and new challenges: More competitors, different ways of competing • Different and additional competitors – Offline competitors PLUS online competitors • Different ways of competing – Attention + Interest: • Search engine marketing: SEO, SEA, SMO – Desire + Action • Online articulation of value proposition, website functionality/appeal/localisation e-Vorsprung Consulting
  7. 7. Example ‘Butter’: Different offline competitors in Germany e-Vorsprung Consulting
  8. 8. Example: ‘Butter’ Different online (types of) competitors in Germany Ireland (google.ie) Search: (in native language) butter e-Vorsprung Consulting Germany (google.de)
  9. 9. Example: ‘Mobile Phone’ Different online competitors in Germany Search: Ireland (google.ie) (in native language): Mobile phone vs. Handy e-Vorsprung Consulting Germany (google.de)
  10. 10. The impact of a different cultural environment on web presence in Germany Competitive Environment Technology Environment Socio-cultural Environment Legal Environment e-Vorsprung Consulting
  11. 11. 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 : • • • • “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 ” Attention Interest Desire Action e-Vorsprung Consulting
  12. 12. Many users only perceive, think, and value only in their own language Question: Do you use a language other than your own to read/watch content on the Internet ? Considerable country variances ! e-Vorsprung Consulting
  13. 13. ... and usage of another language is not very frequent (and not necessarily English) ... e-Vorsprung Consulting
  14. 14. ... and usage of other language(s) online declines, the more serious the transaction is e-Vorsprung Consulting
  15. 15. Language’s influence on purchasing decisions: “Can’t read, won’t buy !” • Real foreign language proficiency (and use) is lower than you think • Most people prefer to buy in their own language – 52.4% only buy from websites in their own language • Language is particularly important for complex and larger purchases • No translation or ‘bad’ translation is not really an option – First impressions count ! • After ‘brand’, the most important decision factor is ‘language’ e-Vorsprung Consulting
  16. 16. 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
  17. 17. 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
  18. 18. Comparison: Ireland - US - UK PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation e-Vorsprung Consulting
  19. 19. Comparison: Ireland - China PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation e-Vorsprung Consulting
  20. 20. Comparison: Ireland - Spain PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation e-Vorsprung Consulting
  21. 21. Culture’s influence on purchase value and speed of decision Business, France Business, Japan e-Vorsprung Consulting
  22. 22. Culture’s influence on purchase order value over time • Travel industry, UK • Travel industry, Germany e-Vorsprung Consulting
  23. 23. Culture’s influence on channels in sales process Examples for auto sector UK France Germany e-Vorsprung Consulting
  24. 24. The impact of different technology usage on web presence in Germany Competitive Environment Technology Environment Socio-cultural Environment Legal Environment e-Vorsprung Consulting
  25. 25. Successful web presence abroad requires an understanding of technology usage patterns • • • • • • • 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
  26. 26. Example: Different social networks in Germany e-Vorsprung Consulting
  27. 27. Example: Different preferred retail sites e-Vorsprung Consulting
  28. 28. Technology and culture: Differences in the role of smartphones Smartphone penetration, December 2012 Share of smartphone users who accessed online retail in May 2012 UK 23.10 Germany 22.60 EU5 16.60 13.60 Italy France 10.20 Spain 0.00 e-Vorsprung Consulting 9.80 5.00 10.00 15.00 20.00 25.00
  29. 29. The impact of different legal and/or regulatory requirements on web presence in Germany Competitive Environment Technology Environment Socio-cultural Environment Legal Environment e-Vorsprung Consulting
  30. 30. 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
  31. 31. Example of legal requirement in Germany: ‘Impressum’ • ‘Impressum’ is a legally mandated statement of the ownership and authorship • Required in Germany for all forms of web presence as per § 5 of the Telemediengesetz (2007) • Needs to be clearly visible and easy to find, and immediately and always available • Needs to contain certain minimum information, including: information about the publisher, including their name and address, telephone number or e-mail address, trade registry number, VAT number, and other information depending on the type of company e-Vorsprung Consulting
  32. 32. 4 steps for a successful web presence abroad 1 2 4 3 e-Vorsprung Consulting
  33. 33. 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 – Clear competitive differentiation • Online content and design • Online visibility e-Vorsprung Consulting
  34. 34. Kerrygold Ireland value proposition as per Irish home page e-Vorsprung Consulting
  35. 35. Kerrygold Germany value proposition as per German home page e-Vorsprung Consulting
  36. 36. The impact of Kerrygold’s German value proposition on search results Searching for “Gesunde Butter” In www.google.de => SERP 1 for Kerrygold e-Vorsprung Consulting
  37. 37. Aldi Sued Germany value proposition e-Vorsprung Consulting
  38. 38. Aldi Nord Germany value proposition e-Vorsprung Consulting
  39. 39. Aldi Austria value proposition e-Vorsprung Consulting
  40. 40. Aldi UK value proposition e-Vorsprung Consulting
  41. 41. Aldi France value proposition e-Vorsprung Consulting
  42. 42. Aldi Ireland value proposition e-Vorsprung Consulting
  43. 43. Step 2: Make sure your target customers can find you online • Domain Strategy – Domain name – Domain URL structure • Search Engine Marketing – Search engine optimisation – Search engine advertising – Social media optimisation e-Vorsprung Consulting
  44. 44. Domain name: Name that is meaningful and easy for target market If possible, a search-friendly domain name • For search engines and target market users • Meaningful in native language – Example (Germany): www.franchise-direkt.com – Example (Germany): www.promobecher.de • Keyword-friendly in native language • Easy to remember • Easy to spell • No double meaning e-Vorsprung Consulting
  45. 45. Domain URL Structure Options • Option 1: Country-code TLD (ccTLD) – Example: www.tricel.fr • Option 2: Subdirectory – Examples: www.combilift.com/de, www.keenan.com/de-de – Avoid non-standard subdirectories:/ger,/deutsch • Option 3: Subdomain – Example: www.French.hostelworld.com e-Vorsprung Consulting
  46. 46. Search engine marketing for new market • Keywords for SEO and SEA for target market Keywords !!! – 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
  47. 47. SEO and SEA play a key role in attracting online customers abroad Example: German e-commerce companies’ approach to internationalisation: e-Vorsprung Consulting
  48. 48. Good keywords are not only translated, but must also reflect native language search patterns 79 1 Also watch: - Language and grammar - Different thinking patterns Source: Google Trends on 103372013, Germany, past 12 months e-Vorsprung Consulting
  49. 49. Example Kerrygold: Good keywords express local differentiators Keyword Irish search result (google.ie) German search result (google.de) Page 1 (Place 5) Page 5 * healthy butter (gesunde butter) Not found (on first five pages) Page 1 (place 6) ** Irish butter (irische butter) Page 1 (Place 1) Page 1 (place 2) ** butter •Organic search results only, Google ads shows earlier ** First product in the listing e-Vorsprung Consulting
  50. 50. Focus needs to be on attracting the right visitors and meeting their implicit search needs • Good points: – Website translated – Subdirectory (/de) for Germany Client example: • Only 10% of all visitors from German market Only 1% of all visitors looked at• www.IrishSME.com/de ?? % ?? % e-Vorsprung Consulting Areas neglected: – – – – (Mediocre) translation No geo-target set Visitor IP-location ignored Minimal on-page optimisation Impact of lack of optimisation for German market – Little awareness created with in Germany (10%) due to focus on English-language search terms – Little interest created with Germans (1%), as Germans landed on English language parts of website
  51. 51. Off-page SEO for foreign markets: The importance of local links • Create inbound links from reputable websites in the target market – Example: www.german.hostelworld.com • Encourage local links and followers e-Vorsprung Consulting
  52. 52. Other Off-page SEO for new markets: Being seen in the ‘right places’ • Locally used generic directories • e.g. for Germany: www.allesklar.de • Locally used industry directories • e.g. for Germany: www.psiproductfinder.de • Local price comparison websites • e.g. for Germany: www.geizhals.de • Social networks • e.g. for Germany: Xing • Social bookmarking sites • e.g. for Germany: www.mister-wong.de e-Vorsprung Consulting
  53. 53. 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
  54. 54. Kerrygold content for German products page e-Vorsprung Consulting
  55. 55. Different countries prefer different formats of content e-Vorsprung Consulting
  56. 56. Website translation is more than just translation • • • • • • • • Translation quality Avoid: Translation scope - Google Translate & Co! - Unqualified translators Translation updates - Mixed-language approaches Style of translated text Formatting of translated text Consistency of translation Keyword focus on translated text Quality assurance e-Vorsprung Consulting
  57. 57. Examples of translation considerations • Video content: – Keenans – fully dubbed – Combilift – ‘silent’ movie Franchise Direkt • News section: – Franchise Direct e-Vorsprung Consulting
  58. 58. Tackling ‘uncertainty avoidance’ online • Customer service: FAQs, customer service options, customer help/contact • Guided navigation: Site maps, well-displayed links, forward/backward navigation • Tradition theme: Emphasis on company history, phrases like ‘company legacy’, ‘for generations’ etc. • Local stores: Contact information for local dealers, shops etc • Local terminology: Use of country-specific metaphors, local touch of the website • Free trials or downloads: Free stuff, free downloads, free product trials, free memberships, free service information, toll-free numbers • Transaction security and testimonials: Customer testimonials, seals of trust, ethical business practices from third parties e-Vorsprung Consulting
  59. 59. Tackling uncertainty avoidance: Customer service support in forms of FAQs Keenan, France 3DIssue, Germany e-Vorsprung Consulting
  60. 60. Tackling uncertainty avoidance: Different forms of customer service support Vitalograph e-Vorsprung Consulting e-Vorsprung Consulting
  61. 61. Tackling uncertainty avoidance: Sitemaps for website clarity and structure Multihog e-Vorsprung Consulting
  62. 62. Tackling uncertainty avoidance: Breadcrumb navigation for website clarity and structure e-Vorsprung Consulting
  63. 63. Tackling uncertainty avoidance: Scientific/academic evidence helps build trust Keenan Kerrygold e-Vorsprung Consulting
  64. 64. Tackling uncertainty avoidance: Displaying seals of quality • Online seals of quality recommended by D21 initiative for Germany e-Vorsprung Consulting
  65. 65. Tackling uncertainty avoidance: Tradition and trust go hand in hand Vitalograph e-Vorsprung Consulting
  66. 66. 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
  67. 67. Germans’ preference for payment options Preferences for payment on the Internet (averaged): e-Vorsprung Consulting
  68. 68. Example: Country-specific payment types Country Country-specific payment type Benelux Bancontact / Mister Cash IDEAL France 4etoiles, Carte Bleu, Carte Aurore, Cofinoga United Kingdom Maestro UK Italy Carta PostePay, CartaSi / Sipay Austria Eps-Online-Überweisung Paybox Switzerland myOne, Postfinance Card / e-finance Scandinavia eDankort e-Vorsprung Consulting
  69. 69. Looking local: Local contact options and/or local presence Keenan e-Vorsprung Consulting
  70. 70. Looking local: Local case studies have more relevance Kingspan e-Vorsprung Consulting
  71. 71. Looking local: Local approval of quality counts more Aldi Germany Aldi Ireland e-Vorsprung Consulting
  72. 72. Looking Local: Listing local events Keenan UK e-Vorsprung Consulting
  73. 73. Looking local: Listing links to locally relevant websites www.vitalograph.de e-Vorsprung Consulting
  74. 74. Looking local: Meeting legal requirements and conventions Vitalograph e-Vorsprung Consulting
  75. 75. Step 4: Make sure you can do business with the your new target market customers • • • • • Channels Communication Resources Skills Processes e-Vorsprung Consulting
  76. 76. Channel strategy for new markets • New channel created due to web presence in new market – Where does this fit in overall channel strategy for new market? Source: Alex Osterwalder: Business Model Canvas • New web channel will lead to increased communications – What are the implications for channel strategy, resources, skills, response speed/format ? – How to best deal with your new communications: Planned and unplanned as well as incoming, outgoing, ongoing ? e-Vorsprung Consulting
  77. 77. Question: How to you provide telephone support to non-English speakers ? Languages spoken well enough to hold a conversation e-Vorsprung Consulting
  78. 78. Question: How do you deal with foreign language enquiries or comments ? e-Vorsprung Consulting
  79. 79. Language strategy is worth the effort 74.7 % say availability of after-sales support in own language influences their buying decision Source: European Commission PIMLICO Report: Language Management Strategy and Best Practice in European SMEs (4/2011) e-Vorsprung Consulting
  80. 80. Next steps • Planning web presence for new market – – – – Online value proposition for new market Monitoring Strategy Quickwins • e.g. Domain registration, homepage • Improving web presence for new market – Checklist – Quickwins • E.g. FAQ, Certification, QA, Audit e-Vorsprung Consulting
  81. 81. For more info, contact: sudirks@evorsprung.com THANK YOU e-Vorsprung Consulting

×