IT Strategies for Marketing to Europe
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This presentation tries to give some simple tips for the usage of the Internet for business, with focus on differences between Asia and Europe.
Transcript of IT Strategies for Marketing to Europe
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Thomas SiegersSongfuli Co., Ltd.
April 9, 2009
IT Strategies for Marketing to Europe
Present, Communicate, Succeed
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About
This presentation is publicly available at:http://www.slideshare.net/thomasjs
Hosted by
Chinese Culture University (PCCU)European Chamber of Commerce in Taiwan
This presentation is published under theCreative Commons Attribution Share Alike License.For more information, see http://creativecommons.org/about/licenses/
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Disclaimer
This presentation does not attemptto repeat commonplaces about web design,which have been written about often enough.
It rather tries to give some simple tipsfor the usage of the Internet for business,
with focus on differencesbetween Asia and Europe.
This is not a presentation aboutsearch engine marketing.
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24/7 Showcase and Shop Worldwide Reach Company's Business Card Fast Access to Information Adaption to Changes Support for Corporate Image Communication with Customer
Importance of Web Presence
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Online Search
Search Engine Communities*
Asia 50% >70%
Europe 90% <60%
*) blogs, forums, etc.
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Characteristics of Asian Websites
Colors and Animationspastel colors – pink, light blueflash, animated GIFscartoon imagesblinking textscrolling text (marquee)constantly running animations
Information Densityas much as possible on one page
Loading Speedoften slow
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Some Usability Tips
SimplicityDon't make users think. Don't squander their patience.
Precedencetop – logo, name, slogan, products/servicebottom – contact us, legal information
Navigationdirect, structured, selective
Typographyfonts, sizes, spacing, paragraphs, symbols/icons
Clarityalignment, contrast, spaces
Consistencysame look and feel everywhere on the website
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A Dozen Things to Avoid
1. Sites that take time to understand2. Too much text in one block3. Frames, table layout4. Graphical navigation5. Orphan pages, dead links6. Content in pop-up windows7. Music, flash intros, start page redirect8. Undisclosed links to files or documents9. FrontPage or other questionable web design tools10.Inappropriate usage hints (best viewed with IE5 ;-)
11. Open new browser windows, resize browser window
12.Constantly running animations, animated GIFs, marquees,
…horizontal scrolling,
...etc.
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Character Encoding
InteroperabilityTraditional Chinese – BIG5Simplified Chinese – GB2312Chinese, Japanese, Korean can only be displayed if support for these languages is installed.
Coexistence李美惠 , Jürgen Müller, François Lefèvreworks with UTF-8meta tag in web page<meta http-equiv="Content-Type" content="text/html; charset=utf-8" />
ImagesShow Chinese text for example in logos as images.
TestingLet users with different environments test your website.
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Loading Speed
Access from Europe to Asia is often slow. Consider to use web host in target region.
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Black Lists
Not only for e-mail Web of Trust
http://www.mywot.com/
Reputation ratingtrustworthiness, vendor reliability,privacy, child safety
Browser integrationadd-on for Firefox and IEbookmarklet for other browsers
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Compatibility
Best viewed with Internet Explorer 5
IE6 – poor support for modern web standards→ many modern websites don't support IE6 anymore, security issues
Firefox – market share in Europe: 35%
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Browser Market Share
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Content
“Content is King”important rule in Internet marketing
High quality up-to-date content attracts visitors
is appreciated by search engines
lets your website gain credibility
induces others to write about or link to your website
How to do? articles about your business field
blog about interesting topics related to your company
Copyrightquote sources and credits
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Newsletter
Marketingkeeps your company in the mind of your customersinformation about special offersinexpensive
FormatHTML in mail bodyno attachmentsno embedded imagesmeta tag for character encoding
Subscriptionlink to unsubscribe inside newslettersubscription on website
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E-mail addressesdomain same as website
Mail hostspam friendly?own mail server with dynamic IP address
Black listsSpamhausDNSBLSORBS
Spamcheck spam folder for false positive
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E-Mail cont'd
Personal addressformat: [email protected] one and keep it forever
Functional [email protected], [email protected], etc.auto-forward to personal addresscombine with auto-responder
FormatHTML → interoperability across different platformscharacter encoding, signature
Usage
“I sent you an e-mail, did you get it?”
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Additional Functionality
Blog, Newsletter Support
web-based ticket system
Forumcommunity-driven informationinput and moderation by company
DocumentationWiki as platformcontributions by customers, freelance writers, etc.
Live chatreal-time customer support
Webinarone-way web conference
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Security
Websiteweb applications – CMS, Wiki, blog, forumpopular PHP software – target for attackssecurity threats – SQL injection, global variable injectionsubscribe to security mailing listpromptly apply security updates
Passwordsmore Internet functionality → more passwordsinsecure passwords → contained in word listsexample secure password: aZ#9jv7%kT*Ldifferent password for each applicationkeep passwords in encrypted vaultchange default admin passwords of web applications
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Q & A
Thomas SiegersSongfuli Co., Ltd.
Taipei, Taiwan松福禮股份有限公司
http://[email protected]
http://www.slideshare.net/thomasjs
