internet marketing for export markets | susanne dirks | e vorsprung consulting
DESCRIPTION
Enterprise Ireland - eMarketing Event - Athlone - March 2014TRANSCRIPT
![Page 1: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/1.jpg)
Susanne Dirks
Ph. 086-2375131
Internet marketing for export markets:What’s so different and how to approach it
![Page 2: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/2.jpg)
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
![Page 3: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/3.jpg)
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
![Page 4: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/4.jpg)
Reality or Hype ?
![Page 5: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/5.jpg)
The opportunity: The Internet is international…
e-Vorsprung Consulting
Rest of worldSource: Comscore, Dec 2012
![Page 6: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/6.jpg)
Challenge 1:
Language
e-Vorsprung Consulting
![Page 7: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/7.jpg)
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
![Page 8: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/8.jpg)
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
![Page 9: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/9.jpg)
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
![Page 10: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/10.jpg)
Web presence abroad
means operating in a different environment
e-Vorsprung Consulting
Business Environment
Technology Environment
Socio-culturalEnvironment
Legal Environment
![Page 11: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/11.jpg)
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 ?
![Page 12: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/12.jpg)
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 ?
![Page 13: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/13.jpg)
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 ?
![Page 14: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/14.jpg)
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 ?
![Page 15: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/15.jpg)
The impact of a different socio-cultural
environment on e-commerce abroad
e-Vorsprung Consulting
BusinessEnvironment
Technology Environment
Socio-culturalEnvironment
Legal Environment
![Page 16: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/16.jpg)
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 …”
![Page 17: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/17.jpg)
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
![Page 18: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/18.jpg)
... and usage of another language is not very
frequent (and not necessarily English) ...
e-Vorsprung Consulting
![Page 19: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/19.jpg)
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
![Page 20: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/20.jpg)
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
![Page 21: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/21.jpg)
Comparison: Ireland - China
e-Vorsprung Consulting
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoidance
LTO = Long-term Orientation
![Page 22: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/22.jpg)
Comparison: Ireland - Spain
e-Vorsprung Consulting
PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoidance
LTO = Long-term Orientation
![Page 23: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/23.jpg)
Culture’s influence on purchase value
and speed of decision
Business, France Business, Japan
e-Vorsprung Consulting
![Page 24: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/24.jpg)
The impact of different technology usage on
e-commerce abroad
e-Vorsprung Consulting
Business Environment
Technology Environment
Socio-culturalEnvironment
Legal Environment
![Page 25: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/25.jpg)
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
![Page 26: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/26.jpg)
Popular websites / search engines
e-Vorsprung Consulting
![Page 27: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/27.jpg)
Example:
Different preferred retail sites
e-Vorsprung Consulting
![Page 28: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/28.jpg)
5 top social networking sites in Russia
e-Vorsprung Consulting
![Page 29: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/29.jpg)
The impact of different legal and/or regulatory
requirements on e-commerce abroad
e-Vorsprung Consulting
BusinessEnvironment
Technology Environment
Socio-culturalEnvironment
Legal Environment
![Page 30: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/30.jpg)
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
![Page 31: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/31.jpg)
Example: Naming of the “Buy”
button in Germany
• Only FOUR legally
compliant names:
• Examples of legally
non-compliant names:
e-Vorsprung Consulting
![Page 32: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/32.jpg)
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
![Page 33: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/33.jpg)
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
![Page 34: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/34.jpg)
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
![Page 35: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/35.jpg)
Barriers to Cross-Border e-Commerce
e-Vorsprung Consulting
Source: IPC Cross-Border e-Commerce report
=> ‘Localise’ your value proposition
![Page 36: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/36.jpg)
“Localise” your value proposition
Develop
Local USP
Kerrygold
Butter…
Natural…Healthy…
Irishbutter
…Quality butter
![Page 37: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/37.jpg)
“Localise” your value proposition
Develop
Local USP
“Translate” local USP
Kerrygold
![Page 38: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/38.jpg)
“Localise” your value proposition
Develop
Local USP
“Translate” local USP
SEOptimiselocal USP
Adwords
Local market focused SEO
meta/technical,content,links
Local directories
Local social media strategy
![Page 39: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/39.jpg)
Aldi Sued Germany value proposition
e-Vorsprung Consulting
![Page 40: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/40.jpg)
Aldi Nord Germany value proposition
e-Vorsprung Consulting
![Page 41: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/41.jpg)
Aldi Austria value proposition
e-Vorsprung Consulting
![Page 42: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/42.jpg)
Aldi UK value proposition
e-Vorsprung Consulting
![Page 43: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/43.jpg)
Aldi France value proposition
e-Vorsprung Consulting
![Page 44: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/44.jpg)
Aldi Ireland value proposition
e-Vorsprung Consulting
![Page 45: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/45.jpg)
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
![Page 46: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/46.jpg)
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 !!!
![Page 47: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/47.jpg)
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
![Page 48: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/48.jpg)
• 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
![Page 49: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/49.jpg)
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
![Page 50: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/50.jpg)
Kerrygold content for German products page
e-Vorsprung Consulting
![Page 51: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/51.jpg)
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
• Keywordse-Vorsprung Consulting
Avoid:
- Google Translate & Co!
- Unqualified translators
- Mixed-language approaches
Price
question:
What does
content
consist of ?
![Page 52: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/52.jpg)
Barriers to Cross-Border e-Commerce
e-Vorsprung Consulting
Source: IPC Cross-Border e-Commerce report
![Page 53: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/53.jpg)
Prove quality and convert local visitors
“Trust me, I’m a
recognised local
expert !”Edelmann Trust Barometer
2014
e-Vorsprung Consulting
![Page 54: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/54.jpg)
Build trust and convert local visitors
“Trust me, I’m local.
We have the same needs
…”
Edelmann Trust Barometer
2014
e-Vorsprung Consulting
![Page 55: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/55.jpg)
Tackling uncertainty avoidance:
Customer service support in forms of FAQs
e-Vorsprung Consulting
3DIssue, Germany
Keenan, France
![Page 56: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/56.jpg)
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
![Page 57: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/57.jpg)
e-Vorsprung Consulting
Germans’ preference for payment options
Preferences for payment on the Internet (averaged):
![Page 58: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/58.jpg)
Looking local:
Meeting legal requirements and conventions
e-Vorsprung Consulting
Vitalograph
![Page 59: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/59.jpg)
Localisation for taste and seasons
e-Vorsprung Consulting
Local taste
Seasons and bank holidays
![Page 60: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/60.jpg)
Step 4:
Make sure you can do business with the your new
target market customers
e-Vorsprung Consulting
• Channels
• Communication
• Resources
• Skills
• Processes
![Page 61: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/61.jpg)
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 ?
![Page 62: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/62.jpg)
Retain and grow your customers:
Fresh and local content
Facebook, Kerrygold
DE
Franchisedirekt.com:
e-Vorsprung Consulting
![Page 63: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/63.jpg)
Customer service for export markets
e-Vorsprung Consulting
74.7 % say availability of after-sales support in own language influences their buying decision
![Page 64: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/64.jpg)
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
![Page 65: Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting](https://reader033.vdocuments.us/reader033/viewer/2022051818/54b589774a795942458b4589/html5/thumbnails/65.jpg)
THANK YOU
For more info, contact:
www.evorsprung.com
e-Vorsprung Consulting