customisation and localisation | fiachra o marcaigh

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Customisation and localisation for

international markets

Fiachra Ó Marcaigh, Director, AMAS

Enterprise Ireland event 19 July 2012

www.amas.ie

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Agenda

• Introduction

• Online trends • Why the internet matters

• 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

Specialists in internet strategies

Supported 30+ businesses to

• Enter international markets

• Raise awareness

• Grow sales

Leading provider under

Enterprise Ireland Internet Marketing Unit scheme

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International experience

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Online trends

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AMAS research and insights AMAS blog

www.amas.ie/blog

@AMASinternet

#IMUroadshow

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eCommerce by region

Internet trends

See amas.ie/online-research/ for details

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Why it matters to your business

Source: MAS, MII survey of 348 Irish Marketers (May 2012)

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Why it matters to your business

Source: eMarketer, 2010 (US Market)

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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

Mobile and Tablet

Blogs User-generated content

Search engine profile

Extranet

Multiple channels to build brands, transact business and manage

reputations

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Trend 1: Multilingual, multiplatform

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Trend 2: Machine translation improves, but still not ideal

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Trend 3: Global SEO is more than Google

http://hothardware.com

China: Baidu is market leader - 70% share

Russia: Yandex 64%, Google 24%

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12 steps to going global

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1. The internet is your international shop window...

...and on the internet nobody knows you’re a dog

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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

Brands Market needs

Logistics

Legal Management Technology

Content Localisation Marketing

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3. Know your customer

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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

Despite directory listing business was lost 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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Have a content strategy

• Local content and messaging first

• Standardised (all markets vs. variable by market)

• Adequate resources and tools

• Synchronise updates

Content marketing

Webinars

“Meetups”

Academic contributions PR

“Unconferences”

White papers

Case studies

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7. One size does not fit all

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eCommerce and brand building

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eCommerce comes in many flavours

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Coherent brand identity

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8. Reuse, recycle and save money

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Core content across multiple sites

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9. Localisation is more than translation

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10. Use low-cost or no cost tools

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A simple idea goes global...

Sinead Duffy

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11. Manage the shop

Photo: John Londei, Telegraph.co.uk

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Mind your reputation...

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12. 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 as creativity when building 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 Internet Marketing Unit is a good place to start

www.amas.ie

For queries, please contact:

• info@amas.ie

• (01) 661 0499

Fiachra Ó Marcaigh