Enterprise Ireland eMarketing - Aileen O'Toole AMAS. Presentation from October 2011.

1. Customisation and localisation for international markets Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference 20 October 2011 www.amas.ie

4. Online trends

5. AMAS research and insights AMAS blog www.amas.ie/blog @ AMASinternet #eiemarketing

6. Why it matters to your business Source: eMarketer, 2010

7. Web 1.0 – online brochure

8. Web 2.0 - digital portfolio Social networks Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile Multiple channels to build brands, transact business and manage reputations Mobile Extranet

9. 12 steps to going global

10. 1. The internet is your international shop window

12. 2. Remember a website is not a strategy Picture www.traveladventures.org ,

13. What you need to think about Market needs Brands Content Localisation Technology Logistics Management Marketing Legal

14. 3. Know your customers

15. Audiences: what they want

16. Buyers are focused on their needs

17. 4. Think global, act local

18. High profile referral sites may not deliver leads Result: lost business due to lack of local market web presence and poor optimisation

19. 5. Make it easy for buyers to find you Picture: http://www.flickr.com/photos/dalcrose

20. Build awareness...on a modest budget

21. 6. First impressions count

22. Content matters

23. 7. One size does not fit all

24. eCommerce comes in many flavours

25. 8. Reuse, recycle and save money

27. 9. Localisation is about more than translation

28. EPS Before After

29. 10. Use low-cost or no cost tools

30. 11. Be innovative and flexible

31. A simple idea goes global... Sinead Duffy

32. 12. Manage the shop Photo: John Londei, Telegraph.co.uk

33. The job is never done... Source: Demandbase/Focus.com, 2011

34. Mind your reputation...

36. Site metrics

37. And finally....

39. Thank you