BOOK 1
STARTING THE GLOBAL DIGITAL JOURNEY: How to create the best international web strategy
The first book of The Digital Exporter Series helps you understand the web opportunities and threats on an international scale. It’s the basis for setting the best growth plan for your multichannel sales overseas.
This book walks you through the fundamentals of the internet with the essential techniques and tools. Everything you need to formulate a digital export strategy calibrated to the resources you have to grow your business abroad.
In STARTING THE GLOBAL DIGITAL JOURNEY: How to Create the Best International Web Strategy, you will find:
CHAPTER1: THE ORIGINS OF THE WEB AND ITS GLOBAL
THE WEB AND THE INTERNET ARE TWO DIFFERENT THINGS
THE WEB’S FOUNDATIONS
IT ALL STARTS WITH CLIENTS AND SERVERS
CHAPTTER 2: DIGITAL TRANSFORMATION AND WEB MARKETING
DIGITAL TRANSFORMATION FOR EXPORT SALES
WEB MARKETING FOR EXPORT SALES
WHEN TO START INTERNATIONAL WEB MARKETING
CHAPTER 3: INTERNATIONALIZATION AND LOCALIZATION
INTERNATIONALIZATION: WHAT IS IT?
LOCALIZATION: WHAT IS IT?
CHAPTER 4: GLOBALIZATION
THE GLOBALIZATION LEVELS OF A WEBSITE
THE ‘GENERALIST SPECIALIST’ APPROACH
THE SPECIFICITIES OF E-COMMERCE
Chapter 5: THE IMPORTANCE OF INTERNATIONAL WEB MARKETING FOR EXPORT SALES
HOW INTERNATIONAL WEB MARKETING HELPS EXPORTS
INTERNATIONAL WEB MARKETING & SEARCH ENGINES
CHAPTER 6: FINDING KEY EXPORT MARKETS WITH GOOGLE ANALYTICS
GOOGLE UNIVERSAL ANALYTICS (GUA)
CHAPTER 7: FINDING KEY EXPORT MARKETS WITH SEARCH CONSOLE AND OTHER WEBMASTER TOOLS
GOOGLE SEARCH CONSOLE (GSC)
THE DIFFERENCES BETWEEN GUA AND GSC
TOOLS OF OTHER SEARCH ENGINES
ADVANCED SEARCH IN LOCAL GOOGLE
CHAPTER 8: FINDING KEY EXPORT MARKETS WITH GOOGLE MARKET FINDER, KEYWORD PLANNER AND OTHER FREE ONLINE TOOLS
GOOGLE MARKET FINDER (GMF)
GOOGLE KEYWORD PLANNER (GKP)
GOOGLE TRENDS
CHAPTER 9: PLANNING AN EFFECTIVE DIGITAL EXPORT STRATEGY WITH THE T.O.S.CA METHOD
T.O.S.CA, NOT ONLY FOR OPERA LOVERS!
T: TARGET
O: OBJECTIVE
S: SEGMENTS … AND PERSONAS
CA: CALL-TO-ACTION
CHAPTER 10: DETERMINING THE BREAK-EVEN POINT FOR YOUR DIGITAL EXPORT PROJECT
WHAT IS A BREAK-EVEN POINT?
THE EASIEST WAY TO CALCULATE YOUR BREAK-EVEN
CHAPTER 11: THE KEY ROLE OF YOUR BRAND TO ACHIEVE DIGITAL EXPORT SUCCESS
LESS LOCAL, MORE GLOBAL
FOOD FOR THOUGHT
ADAPTING YOUR BRAND FOR OVERSEAS
THE CRITICAL POINTS TO CHECK ASAP
THE RISKS OF OUTSOURCING BRAND MANAGEMENT FOR EXPORT
CHAPTER 12: TRANSLATION, TRANSCREATION AND ‘WOR(L)D-READY’ WEBSITE
TRANSLATION VERSUS TRANSCREATION
INTERNET CONNECTS MACHINES; LANGUAGES CONNECT PEOPLE!
HOW MUCH DOES IT COST?
DESIGN A WOR(L)D-READY SITE
CHAPTER 13: STANDARDIZING PICTOGRAMS FOR THE GLOBAL MARKETS
PICTOS, ICONS, SYMBOLS: WHAT’S THE DIFFERENCE?
PICTOS AND ICONS IN COMPUTING
PICTOS FOR THE INTERNATIONAL WEB
CHAPTER 14: HOW TO DESIGN THE BEST MULTICHANNEL EXPORT STRATEGY
MULTICHANNEL, CROSS-CHANNEL, OMNICHANNEL …
THE MULTICHANNEL EXPORT STRATEGY
EXPORT AND WEB MARKETING
INTERNATIONAL MULTICHANNEL DIAGNOSIS
CHAPTER 15: A FEW FINAL TIPS: COSTS, ORGANIZATION, AND … TIME!
HOW MUCH DOES DIGITAL COST INTERNATIONALLY?
INTERNATIONAL WEB-MARKETING COSTS
THE IMPACT OF CTR IN AN INTERNATIONAL WEB-MARKETING BUDGET
HOW TO GET ORGANIZED FOR INTERNATIONAL WEB MARKETING
HOW LONG TO WAIT FOR RESULTS
HOW DIGITAL DARWINISM CAN STRENGTHEN EXPORT
FINAL THOUGHTS
SOME PRACTICAL DATA
