Online marketing is a critical aspect of internationalisation today. In some sectors, such as tourism, the internet plays a decisive role in selecting vacation destinations or hotels. In other sectors, such as high technology or agri-food, both B2B and B2C customers (consumers) rely on the internet to research purchasing options, review the credentials of suppliers and brands, and investigate commercial opportunities.
The strategic role of online marketing is also reflected in the basic dimensions of online activity. Today, there are:
Over 30 trillion webpages on the open web (and more on the dark web)
Over 3 billion internet users world-wide
Approximately, 12 billion monthly Google searches
1.75 billion smartphone users (2014)
9 out of 10 internet users use social media
1.35 billion active monthly Facebook members (September 2014)
864 million active daily Facebook users
In this environment, business clusters and small enterprises must understand how to develop and implement an online marketing strategy. This is particularly important if they plan to internationalise across borders.
The development of strategic and cluster priorities was a key objective of the InterCom project. Between October 2014 and February 2015, Navigator consulted a group of 12 Polish and Lithuanian business clusters on the development of online business strategies. This joint work reflected the action learning methodology employed by the InterCom project.
Key tasks included:
Definition of cluster business strategic objectives on a 3-year timeline
Identification of online marketing strategies aligned with the business strategies
Assessment of existing websites (or planned websites), including definition of site structure and website navigation
Assessment of user experience (UX), language availability and Calls-to-Action
Review of website text content for keyword optimisation and viewer experience
Assessment of other interaction opportunities, including newsletter sign-up, downloads, registration for conference, information request forms, etc.
Social media network assessment
Website analytics reviews
Backlinks and cross-posting of relevant information.
Each cluster developed a strategic framework for website traffic, inquiries, newsletter databases, social media interactions and other performance expected from their website.
We are currently working with each cluster to implement the strategy on a pilot basis. For more information, please contact Philip Ammerman.
The InterCom project is financed by the European Commission’s Lifelong Learning Programme.