This document summarizes a presentation on developing an international digital strategy. It discusses trends driving digital change like increasing online media consumption and smartphone adoption. It also covers approaches to international expansion like localization, standardization, and adaptation. Additionally, it presents frameworks for international digital strategy covering areas like marketing, design, technical implementation, regulations, and competition. Attendees were given exercises to evaluate these areas for their own companies.

1. 1

2. Ebusiness Master Class
12th February 2013
John Chacksfield
Sharpmonkeys
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3. About Sharpmonkeys
• Director of Digital Agency
– Online Market Research &
Strategy
– User Experience
– Social Media
– E commerce – PPC and SEO UKTI
P2E Mentor
• UKTI P2E Mentor “Digital
marketing
• Design Demand Consultant strategy, training
and delivery”
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4. About You?
• Your turn for a 30 second introduction
– Your name?
– Your Company?
– What you do?
• Your Export Markets
• Your Experience with Digital.
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5. Digital Trends and Whats Driving Change
70 Immigrants
Age in 2010
50 66-45
45-66
30 45-33
Natives
33-16
20
10 15-0
Baby Gen X Gen Y Gen Z
Boomers ’66-’76 ’77-’94 ’95-’2012
’46-’66 5
5

6. Whats Driving Change
Courtesy of wearesocial 2012 6
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7. Whats Driving Change
Courtesy of wearesocial 2012 7
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8. Whats Driving Change
Courtesy of wearesocial 2012 8
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9. Whats Driving Change
• Ever-increasing media consumption online: Consumer behaviour is changing
all the time and the move towards the instant gratification, news and
information the web can provide is an important driver.
• Social networking and social commerce : Probably the biggest
driver of all for the change in consumer behaviour and the catalyst for online
growth over the next five years.
• Smartphone penetration fuelling mobile Internet adoption: Some analysts
predict that 80% of web usage will be through mobile phones by 2020.
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10. International Strategy Different Approaches
"Those at the top of today's league
table cannot be complacent - changing
technologies, and attitudes to
technology usage, mean that hard-won
advantages can be quickly eroded by
nimble-footed rivals."
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11. Technological Changes – Past – Present & Future
Type your title and date here 00/00/0000 11

12. International Strategy Different Approaches
• Localisation
– Localise content for each market.
• Standardisation
– Same offer for each market.
• Adaption
– Adapt product for each market.
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13. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
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14. Project – Barriers & opportunities for export
• Ten minutes to find:-
• Where are your best market opportunities?
– Have you researched them?
– What barriers are there – external? Internal? Digital?
• Feedback
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15. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
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16. Your Companies Products and Services
• Do you need to change your product for an international market?
– Which markets
– Language
– Colour – look & feel
– Health & safety specs
– Pricing policy
– Routes to market
– Costs
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17. Your Companies Brand
• How do you represent your brand Overseas?
– International Brand guidelines.
• Brand Manifesto
• What does your company stand for?
• What are you brand values?
– International Design
• Copy / Tone
• Pantones
• Fonts / Logo / Images
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18. Brand
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19. Brand
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20. Brand
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21. Brand
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22. Globalisation
• Your Product Changed for International Markets ?
– Function
– Design
– Culture?
– Name?
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23. Competition
• Competition Review Online
– Web
– SEO
– Advertising
– Social
– Contacts
– What added value can the digital channel provide?
– Differentiators.
– Channel choice not found anywhere else?
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24. Competition
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25. PESTEL Analysis
Political Sociocultural
– Legislation – Demographics
– Taxation – Income distribution
– Foreign trade regs. – Lifestyle changes
– Employment law – Consumerism
– Government stability – Levels of education
Economic Technology
– Business cycles – New discoveries
– GNP trends – Rates of obsolescence
– Money supply – Speed of tech. transfer
– Inflation
– Unemployment
Environmental
– Social pressure
– Legal influences
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26. Exercise 1
– Three groups of four
• Pick one company in the group – Exercise 1 in Workbook.
– Brand
» Any brand guides?
– Customer Service
» Has the website got international numbers, out of hours contacts?
– Globalisation
» Does the Product/Service need to be changed for international
markets?
– Competition
» What are they doing online that is better?
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27. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
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28. Online Behaviour
Person Motivations
Reference
a & device
Landing Search
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29. Online Behaviour
websites
Social
I want to buy a sites
new tablet
reviews
friends
brands
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30. Social media
Social Buying
82%
use social
media when
buying 13%
Buy via social
media
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31. Persona Development
• “a summary of the characteristics,
needs, motivations and
environment of a key type of web
site user“.
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32. Persona Development
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33. Online Behaviour – gs.statcounter.com
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34. Online Behaviour
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35. Online Behaviour
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36. Exercise 2
– In your Groups – Exercise 2 in workbook
• Persona types for B2B and B2C.
– Age
– Sex
– Location
– Language
– Device
• Scenario for B2B and B2C
– Buy
– Enquire
– Subscribe
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37. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
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38. Domains
• TLD Domains
– .com
– .info
– .biz
• Cc TLD Domains
– .fr
– .es
– .de
• Internationalized
– Non ASCII Characters
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39. Domains
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40. Hosting
• Where is your web site hosted
– Google will be indexing local
content.
– Overseas hosting for ccTLD
domains will provide good
SERPS.
– Just having language option on
TLD will not give same results.
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41. Designs
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42. Search Engine Optimisation - SEO
• Keyword research
• Website localisation – Architecture – Imagery – Copy format
• Internet routes to market
• Social Media
• Pay Per Click Advertising – PPC
• Keyword tools
– Google Keyword Tool
– www.wordtracker.com
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43. eBusiness Master Class 12/02/2013 43

44. Current
Successful
BRAND
Search Terms
Current
Successful
GENERIC
PRODUCT
Search Terms
Current
Successful
SPECIFIC
PRODUCT
Search Terms
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45. SEO
• Keyphrase placement
– Page title
– Description meta
– Headings <H1>
– Body Content
– Text Links
– ALT Tags
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46. PPC
• Keyword research on target customers
• Search volumes in target markets – business potential?
• Skills – who is going to do the campaign – in house – external?
• Costs & Budgets?
• Skills & training
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47. PPC
Paid advertising on
Search engines
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48. PPC
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49. Social
• Research target audiences
• Which social media is best
– LinkedIn
– Facebook
– Twitter
– Pinterest
– Blogs
– YouTube
• Who can – is going to do this
• Cost – benefit - ROI
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50. Social Strategy
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51. Video
• Will a product video help sales or
• Support products in anyway
• Skills - Cost
• ROI
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52. eMail
• Is this an appropriate route to market for your products/services
• Customers email lists
• In house or external development of template – imagery – copy?
• How often is appropriate
• Monitor effectiveness & ROI
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53. Resources
• www.netmarketshare.com/search-engine-market-share.aspx?
qprid=4&clearaf=1
• www.nielsen.com/content/corporate/global/en.html
• www.experian.com/hitwise/online-trends-search-engine.html
• http://searchenginewatch.com/stats
• www.searchenginecolossus.com
• www.consumerbarometer.com
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54. Exercise 3
– In your Groups – Exercise 3 in workbook
• Keyword research
• Domains
• Social Media
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55. Creating an International Digital Strategy
Marketing Persona
People
Design Technical
Online
Behaviour
Hosts
International Digital
Domain
Strategy
Brand
Product Regulations
Legal
Customer
Service
Globalisation
Competition Censorship
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56. Regulations
– Legal Issues
• Data Protection Act
• Distance Selling Regulations
• Disability Discrimination Act
• IPR/Licence Issue
• Channel Conflict
• Tax/VAT
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57. Exercise 4
– In your Groups – Exercise 4 in workbook
• Distance Selling Regulations
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58. Resources
– UKTI Resources
• www.ukti.gov.uk
• Your International Trade Adviser!!!
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59. Questions
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