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Customisation and localisation for international markets
Aileen O’Toole, Managing Director, AMAS
Enterprise Ireland conference
20 October 2011
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Agenda
• Introduction• Online trends
• Internet use• 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
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
www.amas.ie/blog
@AMASinternet
#eiemarketing
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Why it matters to your business
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
Technology Logistics
ManagementMarketing
Market needs
Brands
Content
Localisation
Legal
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3. Know your customers
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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
Result: lost business 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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7. One size does not fit all
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eCommerce comes in many flavours
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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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EPS BeforeAfter
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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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A simple idea goes global...
Sinead Duffy
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12. Manage the shop
Photo: John Londei, Telegraph.co.uk
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The job is never done...
Source: Demandbase/Focus.com, 2011
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Mind your reputation...
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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 whenbuilding 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 eBMI programme is a good place to start
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Thank you