Are we stuck with QR codes?

I recently ran across an article talking about an emerging competitor to the QR code.  It is called SnapTags and has a much nicer aesthetic approach, added functionality, and even more ways to connect than the venerable QR code.  It is a smart, thoughtful platform that has all it needs to succeed, except one thing - open source DNA.

As I looked at SnapTags' site, I had to look hard and find it in the footer's mouseprint, but there it was - pricing structure.  Just like Microsoft's Tag platform which also hopes to usurp QR codes, their solution will struggle to achieve critical mass and break into the mainstream if only those willing to pay engagement fees and hosting fees are able to create them. Individuals, brands and businesses will continue to use the ugly, outdated, designed-for-somethin-else QR code because people generally know what it is, they can create one themselves easily and no contracts or commitments are required. Its not just that it is free, it is that the platform is open.

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Good social media lessons from bad TV

Last night, after finishing watching AMC's The Walking Dead, my wife decided to keep the undead theme going by switching to a show I had never heard of called Long Island Medium. I can't say I was especially impressed with the show, but one thing did stand out as particulary enlightened. In the top left of the screen, in tiny letters that were barely visible on my HDTV, was #LongIslandMedium.

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For B2B social success - businesses must first look inward

The question of where social media is going and how its growth affects B2B companies is huge and can quickly lead to in-depth discussions on lead generation tactics, data analysis techniques and which social monitoring tools are best for B2B. But for B2B companies to truly have success in using social media to reach their audience, build brands and grow business, they need to make sure their companies are embracing these ideals in how they operate, communicate with employees and collaborate internally.

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The Cluetrain Manifesto Revisited

I recently went back and took a second look at the Cluetrain Manifesto after a discussion with a coworker about the impact of the internet on how brands communicate. 

I was afraid it was going to come off as dated 10+ years later, but was pleasantly surprised to see that it actually holds up well (and is still generating discussions online).

But there were a few misfires. One pf the 95 points that seemed a little naive in hindsight was #74: "We are immune to advertising. Just forget it." With a little digging I was able to find a recent article from mediashift that tracked down some of the authors 10 years later and got their take on how it held up. They too noted the advertising quote as one of the weaker observations.  In fact they made the leap that google is one of the biggest brands out there these days  - and it was all built on... advertising.

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Should B2B brands in Europe remove cookies from their websites?

Recently I was involved in a discussion with some international agencies in Carton Donofrio Partner's partner network. The debate revolved around whether B2B brands should go out and remove all of the cookies from their websites to adhere to the EU's new ePrivacy Directive. To me, the answer was clear - removing cookies was simply not an option.

To deliver the dynamic, sophisticated websites that B2B visitors want - cookies are not a luxury, they are a necessity.  They help sites behave in a more application-like way, enable them to "learn" and anticipate visitor needs based on how they browse (allowing the site to deliver more relevant content and functionality), and they give valuable feedback that allows developers to refine the overall experience and improve website utility for everyone.

Unless you have a small, static web presence, removing all cookies is simply not viable.  Just ask British Airways. To comply, they prominently link to their cookie policy on their global landing page with a clear policy explanation and a big red button that allows visitors to remove cookies.  Right next to it is a little notice:  "Please be aware that if you decline the use of cookies set by British Airways on ba.com you will be unable to use the site."   They offer opt-in with a very big caveat.

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