customisation and localisation for international markets
DESCRIPTION
Aileen O'Toole of AMAS - eMarketing Seminar Galway April 2011TRANSCRIPT
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Customisation and localisation for international markets
Aileen O’Toole, Managing Director, AMAS
Enterprise Ireland conference
14 April 2011
www.amas.ie
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Agenda
• Introduction• Online trends
• Internet use• Marketing
• 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#entirl
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Internet trends
Source: CSO, Enterprise Statistics 2010
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Internet trends
Source: Consumer Commerce Barometer, 2010
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Internet trends
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Internet trends
Source: 2011 Irish Online Marketing Sentiment Survey
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Internet trends
Source: 2011 Irish Online Marketing Sentiment Survey
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Internet use
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Internet use% with internet-enabled mobile phones
Source: Eurobarometer, 2010
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The impact
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
TechnologyLogistics
ManagementMarketing
Market needs
Brands
Content
Localisation
Legal
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3. Know your customers
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4. Think global, act local
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5. Make it easy for buyers to find you
Picture: http://www.flickr.com/photos/dalcrose
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6. First introductions count
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7. One size does not fit all
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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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10. Use low-cost or no-cost tools
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11. Be innovative and flexible
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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 in building brand online”
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12. Build and they won’t come
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You need to manage the shop
Photo: John Londei, Telegraph.co.uk
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And finally....
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The takeaways
• PlanHow does internet support your business strategy?
• Localise and customiseHow best to match local market requirements?
• ManageHow to deliver a complex (or simple) internet presence?
• LearnHow 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