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Customisation and localisation for  international markets Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference 20 October 2011 www.amas.ie
Agenda Introduction Online trends Internet use How buyers use the internet New markets 12 steps to going global Examples – what to do, what to avoid The takeaways
About AMAS Consultancy which helps clients to exploit the internet. Retained by businesses and organisations to: Plan  Evaluate Manage  Market their  online channels
Online trends
AMAS research and insights AMAS blog  www.amas.ie/blog   @ AMASinternet #eiemarketing
Why it matters to your business Source: eMarketer, 2010
Web 1.0 – online brochure
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
12 steps to going global
1. The internet is your international  shop window
 
2. Remember a website is not a strategy Picture  www.traveladventures.org ,
What you need to think about Market needs Brands Content Localisation Technology   Logistics   Management Marketing Legal
3. Know your customers
Audiences: what they want
Buyers are focused on their needs
4. Think global, act local
High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisation
5. Make it easy for buyers to find you  Picture:  http://www.flickr.com/photos/dalcrose
Build awareness...on a modest budget
6. First impressions count
Content matters
7. One size does not fit all
eCommerce comes in many flavours
8. Reuse, recycle and save money
 
9. Localisation is about more than translation
EPS Before After
10. Use low-cost or no cost tools
11. Be innovative and flexible
A simple idea goes global... Sinead Duffy
12. Manage the shop Photo: John Londei, Telegraph.co.uk
The job is never done... Source: Demandbase/Focus.com, 2011
Mind your reputation...
Measure, measure, measure Patrick Kennedy,  CEO, Paddy Power 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”
Site metrics
And finally....
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 start
Thank you

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

Editor's Notes

  1. Strategic services to plan, evaluate