IT Strategies for Marketing to Europe
Present, Communicate, Succeed
Thomas Siegers April 9, 2009
Songfuli Co., Ltd.
Chinese Culture University (PCCU)
European Chamber of Commerce in Taiwan
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This presentation does not attempt
to repeat commonplaces about web design,
which have been written about often enough.
It rather tries to give some simple tips
for the usage of the Internet for business,
with focus on differences
between Asia and Europe.
This is not a presentation about
search engine marketing.
Importance of Web Presence
24/7 Showcase and Shop
Company's Business Card
Fast Access to Information
Adaption to Changes
Support for Corporate Image
Communication with Customer
Search Engine Communities*
Asia 50% >70%
Europe 90% <60%
*) blogs, forums, etc.
Characteristics of Asian Websites
Colors and Animations
pastel colors – pink, light blue
flash, animated GIFs
scrolling text (marquee)
constantly running animations
as much as possible on one page
Some Usability Tips
Don't make users think. Don't squander their patience.
top – logo, name, slogan, products/service
bottom – contact us, legal information
direct, structured, selective
fonts, sizes, spacing, paragraphs, symbols/icons
alignment, contrast, spaces
same look and feel everywhere on the website
A Dozen Things to Avoid
1. Sites that take time to understand 12.
2. Too much text in one block
3. Frames, table layout GIFs, marquees,
4. Graphical navigation
5. Orphan pages, dead links ...
6. Content in pop-up windows
7. Music, flash intros, start page redirect
8. Undisclosed links to files or documents
9. FrontPage or other questionable web design tools
10.Inappropriate usage hints (best viewed with IE5 ;-)
11. Open new browser windows, resize browser window
Traditional Chinese – BIG5
Simplified Chinese – GB2312
Chinese, Japanese, Korean can only be displayed
if support for these languages is installed.
李美惠 , Jürgen Müller, François Lefèvre
works with UTF-8
meta tag in web page
<meta http-equiv=quot;Content-Typequot; content=quot;text/html; charset=utf-8quot; />
Show Chinese text for example in logos as images.
Let users with different environments test your website.
Access from Europe to Asia is often slow.
Consider to use web host in target region.
Not only for e-mail
Web of Trust
trustworthiness, vendor reliability,
privacy, child safety
add-on for Firefox and IE
bookmarklet for other browsers
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%
“Content is King”
important rule in Internet marketing
High quality up-to-date content
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
quote sources and credits
keeps your company in the mind of your customers
information about special offers
HTML in mail body
no embedded images
meta tag for character encoding
link to unsubscribe inside newsletter
subscription on website
domain same as website
own mail server with
dynamic IP address
check spam folder
for false positive
get one and keep it forever
email@example.com, firstname.lastname@example.org, etc.
auto-forward to personal address
combine with auto-responder
HTML → interoperability across different platforms
character encoding, signature
“I sent you an e-mail, did you get it?”
web-based ticket system
input and moderation by company
Wiki as platform
contributions by customers, freelance writers, etc.
real-time customer support
one-way web conference
web applications – CMS, Wiki, blog, forum
popular PHP software – target for attacks
security threats – SQL injection, global variable injection
subscribe to security mailing list
promptly apply security updates
more Internet functionality → more passwords
insecure passwords → contained in word lists
example secure password: aZ#9jv7%kT*L
different password for each application
keep passwords in encrypted vault
change default admin passwords of web applications