customisation and localisation for international markets

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Customisation and localisation for international markets

Aileen O’Toole, Managing Director, AMAS

Enterprise Ireland conference

14 April 2011

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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

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@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