The aftermath of IE7 security issue

By Eleanor Workman

Between 70-80% of all internet users browse the web with Internet Explorer 7, but with the recent security alerts, users are being urged to use a different browser to protect their passwords and personal details.

With the world’s security experts calling people to change their browser I would expect a rise in the number of Google Chrome users. However, I’ve been using Google Chrome for a while now, (it’s now out of Beta and available on major release) and I'd say around 10% of websites that I visit break in Google Chrome.

At dotMailer we test all our websites across a wide spectrum of browsers to ensure they render correctly.

I would strongly advise you test your websites in Google Chrome, as well as Firefox, Safari, Opera and also, currently in testing, IE8.

While Microsoft build the patch to protect their users most private details, we must consider the effect swapping browsers will have on our websites.

Testing is the only way to guarantee your website will render and ensure your visitors have trust and confidence in your site, no matter which browser they visit you with.

Building your brand online

By Tink Taylor

Many marketers continue to see the Internet as little more than a cheap way to generate leads, without taking account of brand building and support. But by investing in online brand-building now, marketers can engage with prospects and build long term market share.

The issue for many is that in today's climate it is increasingly hard for companies to gain the trust of customers online. Here’s why:

• Consumers are wary, thanks to years of spam, phishing threats and media coverage. This issue is likely to become more pressing with Microsoft’s upcoming browser, Internet Explorer 8. This contains a new feature called InPrivate, which allows surfers to keep their data and browsing activity secret.
• Monitoring your brand online is more important and complicated than offline. The Internet creates an echo-chamber for potentially dissatisfied visitors to voice their opinions and thereby damage brand reputation.
• Unifying all messaging and outward-facing contact is harder to control, because there are so many online channels and different methods of communication, such as search, advertising and email.

A few years ago, Facebook was an unknown brand with very little awareness. Now it is one of the most recognised brands in the world - all through online activity. So how do companies establish Facebook-levels of online trust and brand loyalty? Begin by following these 3 key steps:

Step one. All successful marketing campaigns depend on saying the right thing to the right person in the right way at the right time. Mass marketing tactics just won’t work online. Formulating a clear message and value proposition will help you promote an effective brand identity.

Step two. Address the concerns of wary users. As Google famously says: “Don’t be evil”. You must to be transparent and clearly set out privacy policies and ensure you comply with data protection and best practice. Don’t hide unsubscribe links. Frame your privacy policy in easy to understand language.

Step three. Monitor what people say about you online. The beauty of digital activity is that it is so easy to measure. There are several free tools you can use - Google Alerts, Omgili and Technorati to name a few. I talk much more about this, and unifying your brand and messaging online, on my DMA Email Marketing blog post.

Surfing the airwaves

By Tink Taylor

On Monday this week I can report that I spent 4 hours locked in a sound-proof box, wires clamped to my head, answering question after question, whilst never seeing the faces of my questionners... welcome to the world of radio!

dotMailer had been invited by a large media news agency to take part in a series of radio interviews on the subject of the internet retailing boom and how businesses can take advantage of the pre-Christmas online spending rush.

I was interviewed by 10 different radio stations, commenting on recent research into trends in regional online spending patterns and how the credit crunch has impacted. I was keen to show how local and regional businesses can take steps now to get quick wins out of their digital marketing, email and ecommerce sites and buck the down-turn trends on the high street.

From Swansea Sound to BBC Radio Leeds and nationally from Kerrang FM to TLRC I spread the message of digital marketing and how it can work for businesses of all sizes. An interesting and enjoyable morning – but please, no mention of my having the perfect face for radio!

The awards flow in!

by Dave Ivy

Wow, what a week - it's been pretty hectic at the company of late and our great staff have been working harder than Santa's helpers on Christmas Eve recently. What makes it all worthwhile though, is to be recognised once in a while - even better, is to be recognised twice in the space of a week!

Our first award was the Bobs Best Growing Business in the Borough, presented by Tim Campbell of the Apprentice fame (more here - http://www.croydonbobs.net/growing.php. Our second was from Deloitte, recognising us as one of the fastest growing 500 companies in EMEA (Europe, Middle East and Asia). Even we couldn't match the winner with 28,500% though!. Find out more at http://www.fast500europe.com.

Both great awards and great bashes to compliment - our biggest thanks to the organisers.