eMarketing Event Portlaoise July 2012

1. Customisation and localisation for
international markets
Fiachra Ó Marcaigh, Director, AMAS
Enterprise Ireland event
19 July 2012
www.amas.ie
www.amas.ie

2. 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
www.amas.ie

3. 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
www.amas.ie

4. International experience
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5. Online trends
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6. AMAS research and insights
AMAS blog
www.amas.ie/blog
@AMASinternet
#IMUroadshow
www.amas.ie

7. Internet trends
eCommerce by region
See amas.ie/online-research/ for details
www.amas.ie

8. Why it matters to your business
Source: MAS, MII
survey of 348 Irish
Marketers (May
2012)
www.amas.ie

9. Why it matters to your business
Source: eMarketer,
2010 (US Market)
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10. Web 1.0 – online brochure
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11. Web 2.0 - digital portfolio
Content sharing User-generated
Your website(s) Blogs content
Multiple channels to
build brands, transact Email newsletters
Social networks
business and manage
reputationsTablet
Syndication Mobile and
Search engine
profile
Extranet
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12. Trend 1: Multilingual, multiplatform
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13. Trend 2: Machine translation
improves, but still not ideal
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14. Trend 3: Global SEO is more than Google
China: Baidu is market
leader - 70% share
Russia: Yandex 64%,
Google 24%
http://hothardware.com
www.amas.ie

15. 12 steps to going global
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16. 1. The internet is your international
shop window...
...and on the internet nobody knows
you’re a dog
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17. 2. Remember a website is not a strategy
www.amas.ie Picture www.traveladventures.org,

18. What you need to think about
Market
Brands Logistics
needs
Legal Management Technology
Content Localisation Marketing
www.amas.ie

19. 3. Know your customer
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20. Audiences: what they want
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21. Buyers are
focused on
their needs
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22. 4. Think global, act local
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23. 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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24. 5. Make it easy for buyers to find you
Picture: http://www.flickr.com/photos/dalcrose
www.amas.ie

25. Build awareness...on a modest budget
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26. 6. First impressions count
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27. Content matters
www.amas.ie

28. Have a content strategy
Content marketing
• Local content and
messaging first
• Standardised (all
markets vs. variable
Case studies
by market) “Unconferences”
• Adequate resources
and tools
• Synchronise updates Academic
contributions PR
Webinars
“Meetups” White papers
www.amas.ie

29. 7. One size does not fit all
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30. eCommerce and brand building
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31. eCommerce comes in many flavours
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32. Coherent brand identity
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33. 8. Reuse, recycle and save money
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34. Core content across multiple sites
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35. 9. Localisation is more than translation
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36. 10. Use low-cost or no cost tools
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37. A simple idea goes global...
Sinead
Duffy
www.amas.ie

38. 11. Manage the shop
Photo: John Londei, Telegraph.co.uk
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39. Mind your reputation...
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40. 12. Measure, measure, measure
“Mathematics is as
important as
creativity when
building brands online”
Patrick Kennedy,
CEO, Paddy Power
“The sexiest jobs
at Google will centre
around mining data”
John Herlihy,
www.amas.ie European Director, Google

41. Site metrics
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42. And finally....
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43. 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

44. For queries, please
contact:
• info@amas.ie
• (01) 661 0499
Fiachra Ó Marcaigh
www.amas.ie