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Customisation and localisation for international markets

Aileen O’Toole, Managing Director, AMAS

Enterprise Ireland conference

20 October 2011

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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

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About AMAS

Consultancy which helps clients to exploit the internet.

Retained by businessesand organisations to:

• Plan • Evaluate• Manage • Market their online channels

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Online trends

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AMAS research and insightsAMAS blog

www.amas.ie/blog

@AMASinternet

#eiemarketing

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Why it matters to your business

Source: eMarketer, 2010

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Web 1.0 – online brochure

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Web 2.0 - digital portfolio

Social networks

Content sharing

Syndication

Your website(s)

Email newsletters

Social bookmarks

BlogsUser-generated content

Search engine profile

Multiple channels to build brands, transact business and manage

reputations

Mobile

Extranet

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12 steps to going global

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1. The internet is your international shop window

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2. Remember a website is not a strategy

Picture www.traveladventures.org,

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What you need to think about

Technology Logistics

ManagementMarketing

Market needs

Brands

Content

Localisation

Legal

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3. Know your customers

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Audiences: what they want

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Buyers are focused on their needs

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4. Think global, act local

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High profile referral sites may not deliver leads

Result: lost business due to lack of local market web presence and poor optimisation

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5. Make it easy for buyers to find you

Picture: http://www.flickr.com/photos/dalcrose

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Build awareness...on a modest budget

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6. First impressions count

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Content matters

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7. One size does not fit all

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eCommerce comes in many flavours

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8. Reuse, recycle and save money

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9. Localisation is about more than translation

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EPS BeforeAfter

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10. Use low-cost or no cost tools

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11. Be innovative and flexible

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A simple idea goes global...

Sinead Duffy

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12. Manage the shop

Photo: John Londei, Telegraph.co.uk

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The job is never done...

Source: Demandbase/Focus.com, 2011

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Mind your reputation...

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Measure, measure, measure

Patrick Kennedy, CEO, Paddy Power

“The sexiest jobs at Google will centre around mining data”

John Herlihy, European Director, Google

“Mathematics is as important to creativity whenbuilding brands online”

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Site metrics

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And finally....

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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

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Thank you