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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.

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

  1. 1. Customisation and localisation for international markets Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference 20 October 2011
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Online trends </li></ul><ul><ul><li>Internet use </li></ul></ul><ul><ul><li>How buyers use the internet </li></ul></ul><ul><li>New markets </li></ul><ul><ul><li>12 steps to going global </li></ul></ul><ul><ul><li>Examples – what to do, what to avoid </li></ul></ul><ul><li>The takeaways </li></ul>
  3. 3. About AMAS <ul><li>Consultancy which helps clients to exploit the internet. </li></ul><ul><li>Retained by businesses </li></ul><ul><li>and organisations to: </li></ul><ul><li>Plan </li></ul><ul><li>Evaluate </li></ul><ul><li>Manage </li></ul><ul><li>Market their </li></ul><ul><li>online channels </li></ul>
  4. 4. Online trends
  5. 5. AMAS research and insights AMAS blog @ AMASinternet #eiemarketing
  6. 6. Why it matters to your business Source: eMarketer, 2010
  7. 7. Web 1.0 – online brochure
  8. 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. 9. 12 steps to going global
  10. 10. 1. The internet is your international shop window
  11. 12. 2. Remember a website is not a strategy Picture ,
  12. 13. What you need to think about Market needs Brands Content Localisation Technology Logistics Management Marketing Legal
  13. 14. 3. Know your customers
  14. 15. Audiences: what they want
  15. 16. Buyers are focused on their needs
  16. 17. 4. Think global, act local
  17. 18. High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisation
  18. 19. 5. Make it easy for buyers to find you Picture:
  19. 20. Build awareness...on a modest budget
  20. 21. 6. First impressions count
  21. 22. Content matters
  22. 23. 7. One size does not fit all
  23. 24. eCommerce comes in many flavours
  24. 25. 8. Reuse, recycle and save money
  25. 27. 9. Localisation is about more than translation
  26. 28. EPS Before After
  27. 29. 10. Use low-cost or no cost tools
  28. 30. 11. Be innovative and flexible
  29. 31. A simple idea goes global... Sinead Duffy
  30. 32. 12. Manage the shop Photo: John Londei,
  31. 33. The job is never done... Source: Demandbase/, 2011
  32. 34. Mind your reputation...
  33. 35. Measure, measure, measure <ul><li>Patrick Kennedy, </li></ul><ul><li>CEO, Paddy Power </li></ul>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”
  34. 36. Site metrics
  35. 37. And finally....
  36. 38. The takeaways <ul><li>Plan </li></ul><ul><ul><li>How does internet support your business strategy? </li></ul></ul><ul><li>Localise and customise </li></ul><ul><ul><li>How best to match local market requirements? </li></ul></ul><ul><li>Manage </li></ul><ul><ul><li>How to deliver a complex (or simple) internet presence? </li></ul></ul><ul><li>Learn </li></ul><ul><ul><li>How to build your knowledge, skills and stay on top of internet trends? </li></ul></ul><ul><ul><li>Enterprise Ireland’s eBMI programme is a good place to start </li></ul></ul>
  37. 39. Thank you