Expanding the online presence of the U.S. Company internationally requires a strategic approach
that encompasses various aspects of e-business and e-marketing. Here are five detailed steps the
company should take:
1. Market Research and Localization: Before venturing into international markets, it's
crucial to conduct thorough market research. This involves assessing the demand for the
company's products or services in different regions, understanding cultural nuances, and
identifying local competitors. Additionally, the company should consider localization of
its content, including language translation, currency conversion, and adapting marketing
strategies to align with cultural norms and preferences (Chaffey & Ellis-Chadwick,
2019).
2. Enhance the Corporate Website: The corporate website serves as the centerpiece of the
company's online presence. It should be designed to cater to a global audience. This
includes implementing features such as multi-language support, region-specific content,
and localized contact information. Moreover, the website should be optimized for mobile
devices, considering the prevalence of mobile usage in many international markets
(Chaffey & Smith, 2017).
3. Implement E-Marketing Strategies: To effectively reach international audiences, the
company should utilize various e-marketing tactics. This includes search marketing
through techniques like search engine optimization (SEO) and pay-per-click (PPC)
advertising. Additionally, interactive marketing strategies like social media marketing,
email marketing, and content marketing should be employed to engage with potential
customers and build relationships (Strauss & Frost, 2018).
4. Secure E-Commerce Infrastructure: To facilitate business-to-consumer (B2C) and
business-to-business (B2B) transactions, the company needs a robust e-commerce
platform. This includes implementing electronic storefronts, electronic shopping carts,
and secure payment gateways. The company should also prioritize security measures like
encryption and Secure Sockets Layer (SSL) to protect customer information and instill
trust in online transactions (Turban et al., 2018).
5. Monitor and Analyze Performance: After implementing the above steps, it's essential
to continually monitor the company's online performance using key metrics. This
includes tracking click-through rates (CTR), conversion rates, and user engagement.
By leveraging web analytics tools, the company can gain insights into customer behavior,
preferences, and areas for improvement. These insights will inform future marketing
strategies and help optimize the online presence (Chaffey & Smith, 2017).
References:
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and
Practice. Pearson UK.
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing. Routledge.
Strauss, J., & Frost, R. (2018). E-Marketing (8th ed.). Routledge.
Turban, E., et al. (2018). Electronic Commerce: A Managerial and Social Networks Perspective.
Springer.