The era of the “custom toolbar” is coming to a close. There are several reasons why. But I can give you two right that matter most: Google Chrome and Internet Explorer 8. According to SearchEngineWatch.com, Toolbar’s represent about 11 percent of all search queries, but in all honesty, how much of these are done via something other than a Google or a Yahoo toolbar? I’d be surprised to know if it was more than 1%.

So why are Google Chrome and Internet Explorer 8 killers of the toolbar. First off Microsoft knows they lost the toolbar wars, so they have made it very difficult for users who like them going forward. As mentioned in an earlier post, IE8 breaks the functionality of Google Toolbar gadgets, and a quick search will finds hundred of issues with Microsoft new browser. Sure it’s a beta launch, but in our view this is the beginning of a shift. Microsoft is pushing their “Web Slices” and “Accelerators” and in turn, away from the toolbar. As Microsoft describes it  by “using Web Slices, you can keep up with frequently updated sites directly from the Favorites Bar.  As for the Accelerators, they “give you ready access to the online services you use everyday—from any page you visit. Now you can simply select some text and then click on the blue Accelerators icon.” In other words, you don’t need a toolbar or a custom toolbar to gain added features.  The new shift in e-marketing will be to learn how to create these tools for your customers to add to their page or integrated into your code. We’ll show you in an upcoming post how to do that.

Now what about Google? Would they kill off their own toolbar? Well, the idea has already been picked up by the Ny Times and others. Not only does Chrome not have the ability to use a Google Toolbar, it has inhibited any of  their competitors from adding one. More importantly, and what has been noted by many, is the Google Chrome browser is showing us how surfing can be without all the “added junk”.  It’s about simplicity of design, and toolbars make the browser look ugly. For those looking to have a “Chrome Toolbar” the solution has been a mix of JavaScript and trickery–along with the use of the bookmark bar.

It’s not hard to see the recipe for the death for custom toolbars as an e-marketing tool.  It was only a matter of time. There is a glut of custom toolbars–What can you offer now to really stand out? What are you offering that’s different? A pop-up blocker is not unique enough anymore. Also think about how little space is left in the browser area for another toolbars–everyone wants to be there. Now mix-in the growing concerns about privacy, the historical fears of  adware/ spyware and new security functions in both browsers — and it’s quick to see the death march is coming.  We highly recommend you save your time/money from creating any custom toolbars, unless you are offering a truly amazing experience beyond any that exists right now. You are better off to spend your money and time on what (for lack of a better term) will be “bookmark bar widgets”.

Until Google’s Chrome becomes clearer about their toolbar strategy, it’s a perfect atmosphere to re-learn and enhance your teams JavaScript skills.  For Internet Explorer 8, you’ll also want to examine “Web Slices” and other options coming from Microsoft. These are the two most important browsers now for e-marketers. Chrome is important because it has the Google brand and it will grow quickly–so you want to be ready to launch and grab valuable real estate before your competitors. For Internet Explorer 8,  is also an important player which cannot be discounted, no matter you feeling about the big M from Seattle. It is the default choice of the web-novice, and most corporations only sanction the use of a Microsoft browser.

It is sad to accept that the custom toolbar business is almost at an end, but there are some exciting new things coming. Now is the time to pay attention to the latest browser developments and think about ways your site/ company can add true value to a user experience. If you are interested in our help with your strategy, please don’t hesitate to contact Mark8t E-Marketing Solutions today.