Susanne Dirks
sudirks@evorsprung.com
Ph. 086-2375131
Internet marketing for export markets:
What’ssodifferentandhowtoappro...
Introduction and background
Commercially
astute
Technologically
sound
Culturally
sensitive
• Commercially astute
– Several...
Agenda
• Good and bad news
• Why do I need a different Internet marketing approach abroad ?
• How can I use the Internet t...
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 Consul...
Challenge 3:
Readiness of Irish SMEs
Audit of EI companies for:
• Website Visibility
– 17 criteria across 4 categories:
Te...
Agenda
• Good and bad news
• Why do I need a different Internet marketing approach abroad ?
• How can I use the Internet t...
Web presence abroad
means operating in a different environment
e-Vorsprung Consulting
Business
Environment
Technology
Envi...
Assessing the opportunity: “Ladies Shoes”
Ladies shoes
Ireland 320
UK 18,100
US 4,400
Germany 90
Austria 10
e-Vorsprung Co...
Assessing the opportunity: “Ladies Shoes”
Ladies shoes Women shoes
Ireland 320 50
UK 18,100 2,400
US 4,400 14,800
Germany ...
Assessing the competition: “Ladies shoes”
Ireland (google.ie) Germany (google.de)
Search:
(in native language)
No top ads ...
Re-evaluating your USP
e-Vorsprung Consulting
Source: IPC Cross-Border e-Commerce report
Question 3:
What is your USP for
...
The impact of a different socio-cultural
environment on e-commerce abroad
e-Vorsprung Consulting
Business
Environment
Tech...
The cultural environment directly determines the
(online) marketing approach
• Culture is …
– “a universal orientation
sys...
Many users only perceive, think, and value
only in their own language…
e-Vorsprung Consulting
Considerable country varianc...
... 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 cultur...
But culture goes deeper and impacts thinking
(“value”) and behaviours (“act”)
Hofstede’s cultural dimensions
• Power dista...
Comparison: Ireland - China
e-Vorsprung Consulting
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
...
Comparison: Ireland - Spain
e-Vorsprung Consulting
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
...
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
Envir...
Successful web presence abroad requires an
understanding of technology usage patterns
• Technology infrastructure
• Prefer...
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
Environm...
Legal considerations for web presence abroad
• Online legal aspects different from country to
country include areas such a...
Example: Naming of the “Buy”
button in Germany
• Only FOUR legally
compliant names:
• Examples of legally
non-compliant na...
Agenda
• Good and bad news
• Why do I need a different Internet marketing approach abroad ?
• How can I use the Internet t...
4 key action areas for a successful web
presence abroad
• Content
• Culture
• Language
• Channnels
• Resources
• Processes...
Step 1:
Define your online strategy for the new market
• Do target market research
– Offline market
– Online market
• Revi...
Barriers to Cross-Border e-Commerce
e-Vorsprung Consulting
Source: IPC Cross-Border e-Commerce report
=> ‘Localise’ your v...
“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 focuse...
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 for new market
Social Media
Optimisation
Search
Engine
Optimisation
Search
Engine
Advertising
• Ke...
Good keywords are not only translated, but must
also reflect native language search patterns
e-Vorsprung Consulting
Source...
• Create inbound links from reputable websites in the
target market
– Example: www.german.hostelworld.com
• Encourage loca...
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
Website translation is more than just translation
• Translation quality
• Translation scope
• Translation updates
• Style ...
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-Vorspr...
Build trust and convert local visitors
“Trust me, I’m local.
We have the same needs
…”
Edelmann Trust Barometer
2014
e-Vor...
Tackling uncertainty avoidance:
Customer service support in forms of FAQs
e-Vorsprung Consulting
3DIssue, Germany
Keenan, ...
Making your web presence look local
• German domain name and/or German ccTLC
• Providing local payment options
• Local con...
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
• Commun...
Channels, processes, resources
for selling to export markets
e-Vorsprung Consulting
Source: Based on Alex Osterwalder: Bus...
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
...
Summary & Next steps
Key points:
• Need for target market focus
• Refinement and ‘localisation
of value proposition
• Loca...
THANK YOU
For more info, contact:
sudirks@evorsprung.com
www.evorsprung.com
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

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

  1. 1. Susanne Dirks sudirks@evorsprung.com Ph. 086-2375131 Internet marketing for export markets: What’ssodifferentandhowtoapproachit
  2. 2. 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
  3. 3. 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. 4. Reality or Hype ?
  5. 5. The opportunity: The Internet is international… e-Vorsprung Consulting Rest of world Source: Comscore, Dec 2012
  6. 6. Challenge 1: Language e-Vorsprung Consulting
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Web presence abroad means operating in a different environment e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  11. 11. 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 ?
  12. 12. 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 ?
  13. 13. 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 ?
  14. 14. 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 ?
  15. 15. The impact of a different socio-cultural environment on e-commerce abroad e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  16. 16. 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 …”
  17. 17. 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
  18. 18. ... and usage of another language is not very frequent (and not necessarily English) ... e-Vorsprung Consulting
  19. 19. 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
  20. 20. 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
  21. 21. Comparison: Ireland - China e-Vorsprung Consulting PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation
  22. 22. Comparison: Ireland - Spain e-Vorsprung Consulting PDI = Power Distance IDV = Individuallism MAS = Masculinity/Femininity UAI = Uncertainty Avoidance LTO = Long-term Orientation
  23. 23. Culture’s influence on purchase value and speed of decision Business, France Business, Japan e-Vorsprung Consulting
  24. 24. The impact of different technology usage on e-commerce abroad e-Vorsprung Consulting Business Environment Technology Environment Socio-cultural Environment Legal Environment
  25. 25. 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
  26. 26. Popular websites / search engines e-Vorsprung Consulting
  27. 27. Example: Different preferred retail sites e-Vorsprung Consulting
  28. 28. 5 top social networking sites in Russia e-Vorsprung Consulting
  29. 29. 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
  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: Naming of the “Buy” button in Germany • Only FOUR legally compliant names: • Examples of legally non-compliant names: e-Vorsprung Consulting
  32. 32. 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
  33. 33. 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
  34. 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
  35. 35. Barriers to Cross-Border e-Commerce e-Vorsprung Consulting Source: IPC Cross-Border e-Commerce report => ‘Localise’ your value proposition
  36. 36. “Localise” your value proposition Develop Local USP Kerrygold Butter… Natural… Healthy… Irish butter …Quality butter
  37. 37. “Localise” your value proposition Develop Local USP “Translate” local USP Kerrygold
  38. 38. “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
  39. 39. Aldi Sued Germany value proposition e-Vorsprung Consulting
  40. 40. Aldi Nord Germany value proposition e-Vorsprung Consulting
  41. 41. Aldi Austria value proposition e-Vorsprung Consulting
  42. 42. Aldi UK value proposition e-Vorsprung Consulting
  43. 43. Aldi France value proposition e-Vorsprung Consulting
  44. 44. Aldi Ireland value proposition e-Vorsprung Consulting
  45. 45. 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
  46. 46. 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 !!!
  47. 47. 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
  48. 48. • 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
  49. 49. 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
  50. 50. Kerrygold content for German products page e-Vorsprung Consulting
  51. 51. 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 ?
  52. 52. Barriers to Cross-Border e-Commerce e-Vorsprung Consulting Source: IPC Cross-Border e-Commerce report
  53. 53. Prove quality and convert local visitors “Trust me, I’m a recognised local expert !”Edelmann Trust Barometer 2014 e-Vorsprung Consulting
  54. 54. Build trust and convert local visitors “Trust me, I’m local. We have the same needs …” Edelmann Trust Barometer 2014 e-Vorsprung Consulting
  55. 55. Tackling uncertainty avoidance: Customer service support in forms of FAQs e-Vorsprung Consulting 3DIssue, Germany Keenan, France
  56. 56. 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
  57. 57. e-Vorsprung Consulting Germans’ preference for payment options Preferences for payment on the Internet (averaged):
  58. 58. Looking local: Meeting legal requirements and conventions e-Vorsprung Consulting Vitalograph
  59. 59. Localisation for taste and seasons e-Vorsprung Consulting Local taste Seasons and bank holidays
  60. 60. Step 4: Make sure you can do business with the your new target market customers e-Vorsprung Consulting • Channels • Communication • Resources • Skills • Processes
  61. 61. 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 ?
  62. 62. Retain and grow your customers: Fresh and local content Facebook, Kerrygold DE Franchisedirekt.com: e-Vorsprung Consulting
  63. 63. Customer service for export markets e-Vorsprung Consulting 74.7 % say availability of after-sales support in own language influences their buying decision
  64. 64. 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
  65. 65. THANK YOU For more info, contact: sudirks@evorsprung.com www.evorsprung.com e-Vorsprung Consulting

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