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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.

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IT Strategies for Marketing to Europe

  1. 1. IT Strategies for Marketing to Europe Present, Communicate, Succeed Thomas Siegers April 9, 2009 Songfuli Co., Ltd. 1
  2. 2. About Hosted by Chinese Culture University (PCCU) European Chamber of Commerce in Taiwan This presentation is publicly available at: This presentation is published under the Creative Commons Attribution Share Alike License. For more information, see 2
  3. 3. Disclaimer 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. 3
  4. 4. Importance of Web Presence  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 4
  5. 5. Online Search Search Engine Communities* Asia 50% >70% Europe 90% <60% *) blogs, forums, etc. 5
  6. 6. Characteristics of Asian Websites  Colors and Animations pastel colors – pink, light blue flash, animated GIFs cartoon images blinking text scrolling text (marquee) constantly running animations  Information Density as much as possible on one page  Loading Speed often slow 6
  7. 7. Some Usability Tips  Simplicity Don't make users think. Don't squander their patience.  Precedence top – logo, name, slogan, products/service bottom – contact us, legal information  Navigation direct, structured, selective  Typography fonts, sizes, spacing, paragraphs, symbols/icons  Clarity alignment, contrast, spaces  Consistency same look and feel everywhere on the website 7
  8. 8. A Dozen Things to Avoid 1. Sites that take time to understand 12. Constantly running 2. Too much text in one block animations, animated 3. Frames, table layout GIFs, marquees, … 4. Graphical navigation horizontal scrolling, 5. Orphan pages, dead links ... etc. 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 8
  9. 9. Character Encoding  Interoperability Traditional Chinese – BIG5 Simplified Chinese – GB2312 Chinese, Japanese, Korean can only be displayed if support for these languages is installed.  Coexistence 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; />  Images Show Chinese text for example in logos as images.  Testing Let users with different environments test your website. 9
  10. 10. Loading Speed  Access from Europe to Asia is often slow.  Consider to use web host in target region. 10
  11. 11. Black Lists  Not only for e-mail  Web of Trust  Reputation rating trustworthiness, vendor reliability, privacy, child safety  Browser integration add-on for Firefox and IE bookmarklet for other browsers 11
  12. 12. 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% 12
  13. 13. Browser Market Share 13
  14. 14. 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  Copyright quote sources and credits 14
  15. 15. Newsletter  Marketing keeps your company in the mind of your customers information about special offers inexpensive  Format HTML in mail body no attachments no embedded images meta tag for character encoding  Subscription link to unsubscribe inside newsletter subscription on website 15
  16. 16. E-Mail   E-mail addresses domain same as website   Mail host spam friendly? own mail server with dynamic IP address  Black lists Spamhaus DNSBL SORBS  Spam check spam folder for false positive 16
  17. 17. E-Mail cont'd  Personal address format: up-to-date get one and keep it forever  Functional address,, etc. auto-forward to personal address combine with auto-responder  Format HTML → interoperability across different platforms character encoding, signature  Usage  “I sent you an e-mail, did you get it?” 17
  18. 18. Additional Functionality  Blog, Newsletter  Support web-based ticket system  Forum community-driven information input and moderation by company  Documentation Wiki as platform contributions by customers, freelance writers, etc.  Live chat real-time customer support  Webinar one-way web conference 18
  19. 19. Security  Website 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  Passwords 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 19
  20. 20. Q&A Thomas Siegers Songfuli Co., Ltd. Taipei, Taiwan 松福禮股份有限公司 20