Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting
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Transcript of Internet Marketing for Export Markets | Susanne Dirks | e vorsprung consulting
Susanne Dirks
Ph. 086-2375131
Internet marketing for export markets:What’s so different and how to approach it
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
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 ?
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Reality or Hype ?
The opportunity: The Internet is international…
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Rest of worldSource: Comscore, Dec 2012
Challenge 1:
Language
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Challenge 2:
International reach
93.70%
2.80%
3.50%
6.30%
Example: www.irish-sme.ie
Ireland
UK&US
Other
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Source: Sales data
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
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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
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 ?
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Web presence abroad
means operating in a different environment
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Business Environment
Technology Environment
Socio-culturalEnvironment
Legal Environment
Assessing the opportunity: “Ladies Shoes”
Ladies shoes
Ireland 320
UK 18,100
US 4,400
Germany 90
Austria 10
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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 ?
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
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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 ?
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 ?
Re-evaluating your USP
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Source: IPC Cross-Border e-Commerce report
Question 3:
What is your USP for
selling in your new
target market/s ?
The impact of a different socio-cultural
environment on e-commerce abroad
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BusinessEnvironment
Technology Environment
Socio-culturalEnvironment
Legal Environment
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
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“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 …”
Many users only perceive, think, and value
only in their own language…
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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
... and usage of another language is not very
frequent (and not necessarily English) ...
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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
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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
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Comparison: Ireland - China
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PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoidance
LTO = Long-term Orientation
Comparison: Ireland - Spain
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PDI = Power Distance
IDV = Individuallism
MAS = Masculinity/Femininity
UAI = Uncertainty Avoidance
LTO = Long-term Orientation
Culture’s influence on purchase value
and speed of decision
Business, France Business, Japan
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The impact of different technology usage on
e-commerce abroad
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Business Environment
Technology Environment
Socio-culturalEnvironment
Legal Environment
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
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Popular websites / search engines
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Example:
Different preferred retail sites
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5 top social networking sites in Russia
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The impact of different legal and/or regulatory
requirements on e-commerce abroad
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BusinessEnvironment
Technology Environment
Socio-culturalEnvironment
Legal Environment
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
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Example: Naming of the “Buy”
button in Germany
• Only FOUR legally
compliant names:
• Examples of legally
non-compliant names:
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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 ?
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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
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1 2
34
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
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Barriers to Cross-Border e-Commerce
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Source: IPC Cross-Border e-Commerce report
=> ‘Localise’ your value proposition
“Localise” your value proposition
Develop
Local USP
Kerrygold
Butter…
Natural…Healthy…
Irishbutter
…Quality butter
“Localise” your value proposition
Develop
Local USP
“Translate” local USP
Kerrygold
“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
Aldi Sued Germany value proposition
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Aldi Nord Germany value proposition
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Aldi Austria value proposition
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Aldi UK value proposition
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Aldi France value proposition
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Aldi Ireland value proposition
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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
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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
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Keywords !!!
Good keywords are not only translated, but must
also reflect native language search patterns
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Source: Google Trends on 103372013, Germany, past 12 months
Also watch:
- Language and grammar
- Different thinking patterns
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• Create inbound links from reputable websites in the
target market
– Example: www.german.hostelworld.com
• Encourage local links and followers
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Off-page SEO for foreign markets:
The importance of local links
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
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Kerrygold content for German products page
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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 ?
Barriers to Cross-Border e-Commerce
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Source: IPC Cross-Border e-Commerce report
Prove quality and convert local visitors
“Trust me, I’m a
recognised local
expert !”Edelmann Trust Barometer
2014
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Build trust and convert local visitors
“Trust me, I’m local.
We have the same needs
…”
Edelmann Trust Barometer
2014
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Tackling uncertainty avoidance:
Customer service support in forms of FAQs
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3DIssue, Germany
Keenan, France
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
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Germans’ preference for payment options
Preferences for payment on the Internet (averaged):
Looking local:
Meeting legal requirements and conventions
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Vitalograph
Localisation for taste and seasons
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Local taste
Seasons and bank holidays
Step 4:
Make sure you can do business with the your new
target market customers
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• Channels
• Communication
• Resources
• Skills
• Processes
Channels, processes, resources
for selling to export markets
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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 ?
Retain and grow your customers:
Fresh and local content
Facebook, Kerrygold
DE
Franchisedirekt.com:
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Customer service for export markets
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74.7 % say availability of after-sales support in own language influences their buying decision
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
THANK YOU
For more info, contact:
www.evorsprung.com
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