Reaching an international audience via the web

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Reaching an international audience via the web

• Challenges and Pitfalls

Pascal Fintoni Head of eBusiness The North East
Regional Portal
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Key Messages

• Web Marketing Strategy 101
• Impacts of an international dimension
• Observations and recommendations

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Web Marketing Strategy 101
Rule of 3
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Rule of 3
1. Website Strategy
2. Pull Strategy
3. Push Strategy
Navigation Features/functions Colour
scheme Written content Photography Video
Search Engine Marketing Optimisation, PPC Online
Advertising Online PR Social Media/Marketing Blogg
ing
Email Marketing Online Newsletter eBulletin,
Online Coupons Online Survey White Papers Annual
Reports
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MY WEBSITE
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MY CUSTOMERS
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Search Engine Optimisation
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Power to the people
Consumer websites reviews both good and bad
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Power to the people
Social websites video sharing, podcasting,
reviews etc.
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Rule of 3
1. Website Strategy
2. Pull Strategy
3. Push Strategy

• Informed by your customers online behaviour
• What are they looking for?
• What do they call it?
• Where and how do they look for my
  services/products?

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Providing the right online experience
Event 1
Event 2
Event 3
Event 4
Etc.
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Implications of reaching to an international
audience?

• Searching habits?
• Preferences?
• Navigation
• Structure
• Colour scheme
• Photography
• Expectations?
• Language
• Information
• Layout
• Look and feel

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Reaching and international audience
Do your research
Source webcertain.com
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Reaching and international audience
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Reaching and international audience
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Website translation or localisation?
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Providing the right online experience
Event 1
Event 2
Event 3
Event 4
Etc.
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Your International Web Marketing Mix

• Website Localisation (visual interface, Language)
• Keyword Research Market specific
• International Search Engine Marketing
• Optimisation
• Pay-Per-Click
• International Web Hosting
• Website tracking and review

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