Unveiling the Soundscape Music for Psychedelic Experiences
Customisation and Localisation for International Markets
1. Customisation and localisation for
international markets
Fiachra Ó Marcaigh, Director, AMAS
Enterprise Ireland conference
8 March 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 eBMI
programme
www.amas.ie
6. AMAS research and insights
AMAS blog
www.amas.ie/blog
@AMASinternet
#eiemarketing
www.amas.ie
7. Internet trends
European
Commission, Digital
RedC De-coding digital trends in Ireland
CSO, 2011
Agenda for Europe,
2011, Online survey of 500 adults aged
18+June 2011.
www.amas.ie
8. Why it matters to your business
Source: eMarketer,
2010 (US Market)
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10. Web 2.0 - digital portfolio
Content sharing User-generated
Your website(s) Blogs content
Multiple channels to
build brands, transact Email newsletters
business and manage
Social networks
reputations
Syndication Mobile and Tablet
Search engine
profile
Extranet
www.amas.ie
13. 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
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
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29. 7. One size does not fit all
Picture 6
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40. 12. Measure, measure, measure
“Mathematics is as
important to
creativity when
building brands
Patrick Kennedy, online”
CEO, Paddy Power
“The sexiest jobs
at Google will centre
around mining data”
John Herlihy,
www.amas.ie European Director, Google
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 eBMI programme is a good
place to start
www.amas.ie
44. Thank you
For queries, please contact:
•info@amas.ie
•(01) 661 0499
www.amas.ie
Notas del editor
Strategic services to plan, evaluate
Hotels.com now supports in 38 languages: A website for desktop computers A website for smartphones An App for smartphones An App for the iPad Most Fortune 500 companies support 20+ languages for desktop computer websites but offer mobile and apps in 1 or 2 languages Bottom line - Realistically, most companies will never be able to offer the hotels.com level of localization. Most businesses will need to think strategically about choosing the right platform for each market based on informed Content Decisions and accurate Customer segmentation. This is an International Marketing challenge NOT an IT challange.
Human translation is expensive and in fact there are insufficient resources in the world to translate the ballooning amounts of content on the web. Big advances recently in Machine Translation (MT) mean that some types of content can now be made available that otherwise wouldn't get translated. Microsoft has used MT to translate >50 million words of technical documentation in its knowledge base into 6 languages.At an average of 20c per word, this would result in a cost of 60 million dollars to translate using human translators. While MT will never be suitable for translating marketing communications or other texts, it has possibilities for making accessible large amounts of texts like technical documentation that might not otherwise be accessible. [ Raw machine translations should always be identified as such to alert the reader to the possibility of mistranslation or the raw translation should be post-edited by human translators to fix any issues]. Example : http://www.hia.ie/ uses google translate widget. Its highly unlikely that the HIA would ever be able to afford to translate their content into anything but one or two languages. However, the HIA content is complex for even an english speaker to understand - including the widget on the site allows the HIA to make some small effort to facilitate the 15% of people resident in Ireland whose mother tongue is not English.
There is more to SEO than Google in International. If recruiting an SEO agency, ask about experience with other Search Engines especially if your target market is one where Google is a minor player. Social Media strategy that works in one country may not be necessarily portable to another. Make decisions about whether to pursue a standardized or localized approach to SM. Portability will depend on the amount of resources needed to run a social media campaign in a local market, the effectiveness of the SM channels chosen locally. Decide on what the SM goals are for each market - awareness, engagement, traffic - what the best channels are for achieving these goals are within your constraints.
Standardization Vs Localization. Rule of thumb: Product or service that involves high level of self expression is more culturally sensitive and requires lots of customization [e.g. B2C offering] Product or service that involves low level of self expression can benefit from a standardized approach.[B2B offering]
International Customer Segments: 'Patriots' - online customers who identify strongly with their national culture - shun foreign products and services in the form of websites. Hard to reach with a standardized, global approach. Look for local domain name and site in native language before engaging. 'World Citizens' - Opposite to Patriots - expanded sense of global identity and low sense of nationalism. Most amenable to standardized global messaging and products - often though not always multilingual. 'Glocals' - As name suggests both global and local in their orientation - open to global products and offerings but expect to be addressed in their own language in a culturally sensitive way - demand a high level of website localization - language, design, navigation, t&cs, shipping, payment methods etc 'Mini-I' - consumers that are low on national identity and global influences - difficult to assess and reach. Identity constructed on something other than national cultural identity e.g. Politcial, religious ideology etc. This segment may be open to foreign products but emphasis should be on self-interest rather than localized marketing messages. [ Sara and Dara - the Islamic Ken and Barbie http://zellamalendah.wordpress.com/2011/10/27/barbie-reconsidered-the-others-fulla-sara-and-razanne/ ] Bottom line -how many of your target customers fall into each category will influence how much you need to adapt your approach.[ The promise of the internet is that once you have a website your business is global and that we are all or will become 'world citizens'. How many lucrative opportunities are missed because of this oversimplification?]
Decide on local content and messaging first- delivery platforms and technology second. Decide what content is 'constant' or standard across all regions and which content is 'variable' depending on the region Make sure you have adequate resources and tools to keep local market data fresh, relevant and good quality. Reduce 'latency' - make sure that standard content appears on all country sites simultaneously. [Harder than it sounds if different languages involved] Having local content drives traffic, awareness and engagement.
'Cloud-sourcing' translation/localization services previously only available to Big companies now possible for SMEs e.g. Low cost App localization - www.tethras.com e.g. Turnkey web site translation - http://www.smartling.com/