James Bond's parade
August 07
Table of Contents
  • Navigators 
  • E.C. 
  • Web Agency 
  • Spy Story 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive




GOLD XXXI, Dec. 06

DMLR*News v.Email

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.35
    I. Navigators.

    Net users have been confronting big changes in the browser offering in the last five years. Apparently. Take a look at that shifting landscape...
    It's true, the average user keeps on using Internet Explorer, since it comes preinstalled with Windows. Consequently, most common statistics taken over as realistic show that IE is used by at least 80 percent of the users!
    Now let's consider some details telling us how IE's share of the browser market dropped by 5-6 points of percentage during the latest years --according to USA usage share data from WebSideStory, Q2/2007 vs. Q2/2006.
    •   IE 78.5% (-5.5 points)
    •   Firefox 14.9% (+4.2)
    •   Safari 4.6 (+1.3)
    •   Opera 0.8 (+0.2)
    •   Nescape/Mozilla 0.8 (-0.2)
    The browser figures above indicate there is no space in this market for more than 2-3 different products.
    If Microsoft still dominates the global browser market, someone else believes IE couldn't take more than 60 per cent market share! Let's consider some statistics from W3Schools (July 07 vs. July 06)...
    •   IE 5/6/7 58.5% (-3.9 points)
    •   Firefox 34.5% (+9.0)
    •   Opera 1.9 (+0.5)
    •   Safari 1.5 (+1.5)
    •   Mozilla 1.4 (-0.9)
    Surprised? Well, visit to know all data collected in a five year period. They clearly show the long- and medium-term trends, eg. Firefox market share growth.
    Caution! Other sites quoting market share figures have been even more able to turn statistics upside down... They actually think the figures for IE are far lower than the 80% market share most sites claim for that browser.
    •   Gecko based 53% (Netscape, Mozilla, Firefox)
    •   IE based 41%
    •   KHTML based 4% (Safari)
    •   Opera 2%
    Finally, my tips on the best choice of Web browser to use. In my own experience --by the way these days sign the 10th anniversary of Direct Marketing Linked Resources as on-line marketing contents project-- I have been using all types of browsers and obviously I have learnt there is a thin difference between one another of them. I started with Nescape Navigator and for years I refused to adopt another browser available. When managing became a serious job, I opted for two leading browsers at the same time in order to control the outcome of my web pages visualized by different programs --i.e. Navigator and IE. Then I progressively passed to IE 5 only because it allowed me to subscribe to Web services and be connected to them with no problems. Recently I have used two brand new browsers, Safari and Firefox, that are one well embedded into Mac OS X, the other worth it to succeed on the Mozilla suite series.
    In my opinion at present the best view of DMLR web pages is guaranteed by Safari and IE. Now make your choice of browser!

    II. E.C.

    OK, I wrote the 34th issue of DMLR*News in a hurry, so I committed some faults/omissions, not really mistakes but little errors I'm going to repair here...
    At point I --Double ID--
    Errata. I reported a real case of 'bad spamming' and in the first version of the newsletter I typed it as 'fishing'. Corrige. It sounds like that but the correct typing is p-h-i-s-h-i-n-g.
    At point III --Lovξ--
    Corrige. Brionvega: TV with love. (Simply add this sample as another headline announcing the new course pf action in marketing communication!)
    Corrige. 'Who loves me, follow me!'. While the girl having on Jesus jeans was working her hot pants off on the advertising poster... (To complete the information!)
    Corrige. That grand brunette.... (In praise of E.C.)

    III. Web Agency.

    I was in the middle of a proposal for a marketing communication agency when I started managing a list of managers as prospects for future commitments --i.e. Web site building and traditional DM action... I was a kind of account manager having a nose for clearing up an in-house list two associate consultants have been updating for years at the agency in order to get information on the right persons in charge of marketing and/or communication by many main businesses of Northern Italy. Directly I had understood the importance of keeping clean all the personal e-mail addresses, I started controlling the most available names as prime target for that employer. I actually had to write down a new list based on updated information. I'm writing about this apparently easy duty because it affects the effectiveness of the B2B lists with connections to 'privacy and opt-in'.
    It ran the year 2000, and I adopted a mix of telephone calls and e-mail messages to contact the prospects.
    The system allowed me to get several purposes at the same time and helped me:
    - first, verify and upgrade the personal data within the starting in-house list left at my own disposal;
    - second, contact just the managers really in charge of functions affecting the marketing communication, leaving to go every contacts that didn't meet the selection terms;
    - third, e-mail personal custom-made messages to the right person, and to the existing addresses only if I had caught them up with a prior cold call;
    - fourth, set up some preferential relationships through e-mails and fix appointments for in-deep information, personal meeting, focused estimate and so on;
    - fifth, offer a consulting service for managers who cared of case histories by the opportunity of visiting the agency Website after I had released to a single manager the keyword to log-in in a secure and authorized way.
    By the way, with regards to that primal list built basically on marketing managers, it was of immediate evidence that almost all those names had to be reviewed and updated, do imagine their e-mails. Why? Because those years their average standing in the same company was of 15-20 months only! I can't believe it even more today...

    IV. Spy Story.

    To celebrate the tenth anniversary of D.M.L.R. on-line, I have just issued the 28th marketing magazine of the long series also called Top4 from the number of active links to websites representing the core proof of the marketing contents.
    This time the magazine comes back to its origin when the big picture industry inspired and helped me tell stories full of marketing power...
    Title: James Bond's Parade.
    Story: everything you wanted to know about the secret agent Number 007, but you were afraid to ask.
    Key-word: product placement.
    Web location:
    Language: English. Read the magazine and you'll understand that the Italian version doesn't aid this special issue for evident precaution!
    Deadline: issue in progress until Sep.12th, 2007.

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English from PDF::Menu.
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-mail marketing too...
    What you don't find on the glossary are such Internet born terms as 'Browser', strictly related to the new medium... Well, 'browser' is a program able to read HTML-written pages and therefore capable to visualize on personal computers display the contents offered by a web site (text, images, graphics,...). Web browser are free and available in diferent suite and supporting different computer systems.

    VI. Linked Resources.

    IntelliContact is becoming iContact!
    As of June 5, IntelliContact was happy to announce 'we will be shortening the IntelliContact name to iContact'. This is why -- original text from Email Marketing Newsletter, June 2007.
    We are making the transition for a few reasons...
    First, IntelliContact is a long name. It's really amazing how often we hear the name pronounced as IntelliConnect. The name IntelliContact has served us very very well over the past four years. But it does have fourteen characters and five syllables. We wanted to see if we could find something shorter. Over the past four years we've grown from a small two-person entrepreneurial start-up to a company with 54 employees and over 10,300 customers. Today, we are starting to become an offline brand and want a name that can scale to the offline world of radio, billboards, and television. We wanted a name that would be easier to remember, easier to say, and easier to spell. iContact was already within the name IntelliContact and many of our fans, customers, employees, and investors already referred to us as iContact, so it naturally came up as an option when we sought something easier. Also important to our decision was the fact that "Eye Contact" in its physical form is the basis of effective human communication and with "iContact" we want to be the basis of effective online human communication.
    The website will redirect to
    PS. Since 2003 DMLR has been joining the IntelliContact Affiliate Program.

    VII. MyQuiz.

    Behind the numbers showed at point I, how can the web browser market share be estimated?
    Find answer on (in September).
Copyright 2007 - All rights reserved (except where indicated). Issued: Aug.29th, 2007.
Roberto Dondi --word processing, HTML and the ropes.