Aileen O'Toole of AMAS - eMarketing Seminar Galway April 2011

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

2. Agenda
• Introduction
• Online trends
• Internet use
• Marketing
• New markets
• 12 steps to going global
• Examples – what to do, what to
avoid
• The takeaways
www.amas.ie

3. About AMAS
Consultancy which helps clients to exploit the internet.
Retained by businesses
and organisations to:
• Plan
• Evaluate
• Manage
• Market their
online channels
www.amas.ie

4. Online trends
www.amas.ie

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

6. Internet trends
Source: CSO, Enterprise Statistics 2010
www.amas.ie

7. Internet trends
Source: Consumer Commerce Barometer, 2010
www.amas.ie

8. Internet trends
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9. Internet trends
Source: 2011 Irish Online Marketing Sentiment Survey
www.amas.ie

10. Internet trends
Source: 2011 Irish Online Marketing Sentiment Survey
www.amas.ie

11. Internet use
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12. Internet use
% with internet-enabled mobile phones
Source: Eurobarometer, 2010
www.amas.ie

13. The impact
Source: eMarketer, 2010
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14. Web 1.0 – online brochure
www.amas.ie

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

16. 12 steps to going global
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17. 1. The internet is your international
shop window
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18. 2. Remember a website is not a strategy
www.amas.ie Picture www.traveladventures.org,

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

20. 3. Know your customers
www.amas.ie

21. 4. Think global, act local
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22. 5. Make it easy for buyers to find you
Picture: http://www.flickr.com/photos/dalcrose
www.amas.ie

23. 6. First introductions count
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24. 7. One size does not fit all
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25. 8. Reuse, recycle and save money
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26. 9. Localisation is about more than
translation
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27. 10. Use low-cost or no-cost tools
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28. 11. Be innovative and flexible
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29. Measure, measure, measure
“Mathematics is as
important to
creativity in building
brand online”
Patrick Kennedy,
CEO, Paddy Power
“The sexiest jobs
at Google will centre
around mining data”
John Herlihy,
www.amas.ie European Director, Google

30. 12. Build and they won’t come
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31. You need to manage the shop
Photo: John Londei, Telegraph.co.uk
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32. And finally....
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33. 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
www.amas.ie

34. Thank you
www.amas.ie