Erik's Brain

Not All QR Codes Are QRe8'ed Equally

Fri, 27 Nov 2009 13:10:50 -0500

When we developed the QRe8.com platform and QR Code generator we had 2 major objectives:

Make the process as easy as possible for our clients
Create QR codes that have a scan success rate as close to 100% as possible

For sure, there will always be scan scenarios that will have nothing to do with the scanability of our codes themselves. Such variables may include phone type and model, the code reader, the size of code, the printed element, the screen monitor, the sunlight, the moon, the reflection, the user and on it goes… while beyond our control, they’re all factors in campaign success – and always figure into our product development.

That said, we’re obsessed with what is in our control. Specifically, we’ve worked painstakingly to provide our clients with a QR Code generator that will produce the most scannable QR codes possible.

Following are 2 QR Code examples – the first was created using the QRe8 generator. The second code was created using a competitor’s generator. The URL embedded into each code is http://www.qre8.com.

Note, http://www.QRe8.com is a fairly short url. Now check out another example of 2 codes. The URL embedded in each codes is: http://www.google.ca/maps?q=air+canada+centre&hl=en&cd=1&ei=7P4OS_-ZK5GOyASNr_GbBg&ie=UTF8&view=map&cid=13372784949588015918&iwloc=A&ved=0CBoQpQY&sa=X

As you can see the QRe8.com platform shrinks the URL and therefore the data within the code thus we are able to produce ‘data light codes’ that are fully trackable through the QRe8 platform.

So what are the benefits of ‘data light codes’? We held our first QR Code boxing match to find out.

The Process

Each code was tested in daylight and at the same time
Each code was tested off a MacBook monitor
Each code was tested on the iPhone
Each code was tested using the Qucikmark, i-Nigma and Beetagg readers
Each code was tested at 3 pixel sizes (150x150, 300x300, 450x450)
Each code was tested at 3 distances (6 inches, 12 inches, 18 inches)

Our Observations

Our Findings

Our simple test shows the complexity of code #2 (in terms of the incorporated data) which can make scanning more problematic. Because of the detail in order for the scanning to work, the reader needs to position very close to the code, or conversely, the code needs to be blown up to a large size. The iPhone tends to get very unfocused if placed up to close to an object so this is also not a guaranteed option.

A more simplified code does not require as much focus, which means smaller codes can be successfully scanned from a range of distances. Also consider that certain readers such as the Beetagg do not have an automatic capture function. In the case of non-automatic readers, therefore, more complex codes may need to be captured multiple times before the code eventually scans.

Conclusions

When creating codes for marketing campaign applications—whether for a billboard or business card, a bus shelter or product package—always ensure that the code you are using is simple and uncluttered in terms of the graphic data within the code itself. After a code is launched into market many variables beyond our control will partly determine success. Marketers should do what they can to ensure their codes will have the highest possible scan rate. Fortunately, achieving this is in our control.

7 Reasons Open 2D Codes are better than Closed Platform Codes

Mon, 16 Nov 2009 22:38:51 -0500

Is it possible that the Microsoft Tag code platform (a closed source platform) could ever become the industry standard for 2D Codes? So went the debate this weekend on a Linkedin group site we’re members of.

Our QRe8.com platform is built on open standards. As we’ve mentioned in earlier posts, we’ve begun to brand our 2D codes, which we call XM codes (experiential marketing codes) because we believe that regardless of where the standard lands, the objective will always be to provide the user with a fantastic experience. At the moment, it’s clear that QR Codes and Datamatrix codes lead the way in terms of open standards… on the other hand, it’s also apparent that Microsoft and Scanlife lead the way in closed standards.

Here are 7 reasons why we believe open code platforms are better than closed platforms:

1. Consumer Choice

In order to successfully scan a Microsoft tag you MUST use the Microsoft Tag Reader. This holds true with other closed platforms—you must use their reader to scan their code.

Naturally we see this as an added barrier to entry. Today’s me-focused consumer is conditioned to choice, and demands it… so dictating that he or she must use one specific reader is problematic. Conversely, there are plenty of great readers out there for open codes, which means the freedom to choose. Further, the Tag reader might work best on an iPhone but what about someone that owns an older Nokia flip phone? What will their scanning experience be like using Microsoft?

Simply, an open system allows for you to market and reach the greatest amount of people that will scan your code.

2. Embedded Readers

Phone manufacturers have already started to embed readers into their phones. This trend will obviously continue as the carriers increasingly see the value in offering their consumers a more seamless 2D code experience. Therefore, you can bet that certain phones will choose not to embed the Microsoft reader. Imagine iPhone embedding their biggest competitor’s software into their phones?! The same holds for Android based phones—supported by Google of course.

3. Flexibility

As we point out above—we currently offer our clients the ability to create and track QR Codes, and with our next release in about a month we’ll additionally offer datamatrix codes to our clients. If in 6 or 12 months a new open code platform emerges, we’ll assess its possible benefits, then simply adapt and incorporate this new code platform into our mix if it offers our clients value—and the most current technology. Closed platforms are just that…closed! If something new and great emerges in the next year, you’ll remain locked in to the closed system.

4. Scalability

In terms of physical size, how big can you make your closed platform codes? How small can you make the footprint? Can your tag be put on the label of a shirt and still work? Can it be put on a billboard in Times Square? We’re not absolutely sure about the answer to these questions, but we do know that open codes can be scaled up or down and still work great.

5. Branding

Can you brand your closed code? Can you embed your logo into it and still have it work across devices and across readers? Again, we are not sure, but we know that we can accomplish this with our open codes.

6. Reliability

Hypothetically speaking (but we suspect not far from reality), what happens to your marketing efforts, and most importantly your marketing dollars, if the Microsoft Reader (or any other closed platform reader) develops a bug of some kind? What happens if you have just spent $100,000 on a print ad campaign that’s in the market and contains a closed system code that relies on one and only one reader to work? Open system codes are scannable on open readers. If you’re having problems with your reader at any given moment, simply download another reader for free to continue your experience. Most people I know that are into scanning have multiple readers installed on their phones.

7. Fish where the fish are

We’ve likely all heard this before. If I’m a marketer who wants to take a chance on an emerging technology I need to prove results. Results are based simply on total number of code scans which will then lead to a sale or conversion of some kind down the road. So, how do I increase the chances of my campaign to achieve results? I would want to try to reach as many people as possible whether my campaign was broad or targeted. Is this possible by targeting users of one reader and one code type, as opposed to users of all readers and all code types? The answer is as rhetorical as my question.

Custom Branded QR Codes: Do they work across devices and readers?

Fri, 06 Nov 2009 02:57:49 -0500

We have had amazing feedback on our company QRe8.com, our XM Code™ generator, code campaign manager and our campaign reporting thus far. Nothing else can be said other than THANK YOU so much for all your support!!!

The one area of the QRe8.com offering that we are receiving the most conversation around is our custom designed and branded XM Codes™. Most of the response has been “WOW!” Simply put, people are thoroughly impressed and can see the huge potential for where custom branded codes could go in North America because of their obvious benefits to the brands that own them.

It must be noted that there have been some people that have insisted that our codes can’t be scanned on a typical phone through a typical reader no matter what - for whatever reason they are not able to scan our codes.

Please note that we at QRe8 stand behind the work, service and product we produce and deliver to our clients 150%

We also love a friendly challenge :) So please take a look at some short videos we put together of our XM Codes™ in action.

Your feedback is definitely welcome and appreciated no matter which side you find yourself on.

Thanks in advance!

The QRe8 Custom XM Code™ Giveaway

Wed, 04 Nov 2009 10:37:00 -0500

You’re invited to enter the QRe8 Custom XM Code™ Giveaway to help celebrate the launch of our new Website and Twitter Profile!

We’d love to hear what you have to say about our new website… our cutting edge QR code generation and management tools and services—and how you might tactically integrate them into your marketing mix. And with our new Social Media channels, we’re psyched to begin interacting with you—listen to your thoughts, opinions and ideas… after all, you’re about to become our new (and soon to be loyal!) customers.

The QRe8 Custom XM Code™ Giveaway will run for 1 week beginning Wednesday, November 4 at 12:00 pm and end Wednesday, November 11 at 11:59 am. At the end of the week we will randomly draw the names of 3  lucky participants who will win their very own “branded” XM Code™.

Entry Requirements:

Must be 18 years of age

Must have a Twitter Account

Follow these simple steps to enter:

1. Click here and follow us on Twitter (if you don’t have a twitter account you will need to set one up)

2. Copy and paste the following message into your “What are doing?” twitter box and click update:

RT @QRe8 Click Here For Your Chance To Win 1 of 3 custom designed XM Codes™ http://bit.ly/1kodkq #qrcode

That’s it! QRe8 Custom XM Code™ Giveaway entry will close at 11:59 am on November 11, 2009.  If you are chosen as one of the lucky winners we will contact you via your Twitter account on Friday, November 13, 2009.

Happy Twittering and thank you!

Sincerely,

The QRe8 Team

QRe8.com will be on Webnation November 4 at 5:15pm

Tue, 03 Nov 2009 19:29:15 -0500

Just a quick note that I will be live on Webnation tomorrow talking about QR Codes and our newly laucnhed QR Code Marketing Company QRe8.com.

Webnation is a Discovery Channel show about all things web (duh…obviously). They have a talk show portion on CP24 Wednesdays at 5:15pm - please check it out if you can.

To thank you for your support we will be announcing the details of a very cool QRe8.com QR Code Giveaway on the show - so please try to tune in.

If you miss it - you can always watch the repeat show at 12am or check out Webnation on CP24 or on the Discovery Channel for the webcast.

9 Reasons Your Company Should Use QR Codes In Your Marketing Campaigns

Mon, 26 Oct 2009 11:32:00 -0400

QR Codes are beginning to take off in North America. If you are not familiar with QR Codes, or if you need reassurance as to why your company should begin to use them, here is our list of 9 reasons:

1. Easily connect people to your online properties from offline assets

…rather than writing down a website address or tediously typing a lengthy URL into a phone browser, a QR code reader enables consumers to simply point and scan to connect to the information they want.

2. Extend the reach of offline tactics

… QR codes are extraordinarily viral—beyond word-of-mouth buzz, every web link or text message embedded into your code can easily be passed around from person to person, via their mobile or smart phone or PC.

3. Create opportunities to connect with new consumers

…which is especially poignant as the technology catches on across North America where consumers are increasingly ‘scan-obsessed’—going out of their way to scan all codes they encounter for pure novelty. Not to mention (as Seth Godin points out) “sneezing” the technology to all of their friends, family and colleagues. One of these ‘scanning disciples’ might just be your next customer conversion (that is, if they like your offer).

4. Extend and amplify top-line information of a print asset

…with a scan and click, imagine the possibilities: delve deeper into a the past life of the protagonist of a best-selling novel, or watch a short celebrity chef video demonstrating how to present the fancy dessert you’re about to buy… or even reading (by scanning the hang-tag) what a top fashion critique has to say about the pricey frock that’s about to put you in debt.

5. CONVERT (immediately)

…typical print campaigns are read then either ignored or later acted on. With QR codes, your offline assets and campaigns can instantly direct a passive reader into an online survey, sign-up form, coupon, poll, promotional website, or anywhere else you may want to take them to make the sale.

6. Track and Analyze

…the performance, and potential optimization of your print efforts—if you use an industry leading campaign management system you’ll further be able to analyze your offline campaigns with time and geographical tracking, allowing you to refine tactics.

7. QR codes are ultimate green application

…use print as a meaningful and eye-opening teaser to peak readers’ interests—then let the code direct the user online for the full story. Ergo: REDUCE INK and REDUCE PAPER!

8. The WOW factor of today

…we hear it continuously… “WOW—QR technology is beyond cool, but it’s alos meaningful, it’s info I want, when and how I want it.” Use it, and you unquestionably stand out amid your target: you’re both brand and tech savvy, and you imaginatively grasp your target consumers’ desires… or rather, you know how to blow them away. Even more, if you go the extra step and graphically brand your codes, you’re cool factor will be off the charts.

9. The WOW factor of tomorrow

…goes something like this: “WOW—I can’t believe this brand doesn’t use common QR technology to connect me to the information I need, when and how I want it.” Connect with someone in Japan or Germany and ask them how they perceive brands that have yet to integrate QR codes into their marketing mix.

QR Code Of The Day - The QR Code Belt Buckle

Fri, 23 Oct 2009 14:37:40 -0400

Hold up your jeans and let anybody who gets close enough to you (wink wink) scan you.

Sounds good to me :)

The QR Code Belt Buckle

QR Code Of The Day - The QR Code Scarf

Thu, 22 Oct 2009 14:00:19 -0400

Just in time for the cold weather.

Here is the an amazing application - think of all the other ways QR Codes could be used on on and with textiles.

The QR Code Scarf

QR Code Of The Day - The QR Tombstone?

Wed, 21 Oct 2009 12:19:08 -0400

Ok so this one is a little morbid but it’s actually a great way to celebrate your loved ones if you think about the great content the code could link to.

Behold the QR Code Tombstone

Thoughts?

QR Code Of The Day - Humans Not Permitted!

Tue, 20 Oct 2009 13:33:57 -0400

Very cool promotion for the movie District 9 at a New York Subway Station

http://bit.ly/3bsTZT

Love the tape

QR Code of the day

Mon, 19 Oct 2009 12:41:00 -0400

As we have seen over the past few months - QR Codes are certainly making their way to the North American market. They have appeared in major advertisements, art galleries, business cards and even on Jumbotrons during football games.

As QR Code marketers it is our duty to continuously educate the public about the amazing uses and potential benefits QR Codes have if executed properly.

To help, Erik’s Brain will showcase a great QR Code or QR Code story each day (we hope). The codes and stories we will share will highlight creativity, impact, usage, branding and design.

So to start - let’s go back to the country that invented the technology…Japan

In Japan, QR Codes can be a real beach!

http://bit.ly/3enwNM

Logos Today - Fully Designed QR Codes Tomorrow?

Wed, 14 Oct 2009 17:55:00 -0400

We spoke about design and QR Codes in a few of my last posts. It is obvious that this is indeed going to be the future for QR Codes.

Brands will want to differentiate their codes from their competitors but also be able to integrate their codes into their print campaigns (whatever they may be) in a more eye-pleasing, seamless and creative way.

The starting point for this is obviously integrating the corporate or brand logo.

We at QRe8 have been putting a ton of effort into this recently.

The requirements must be:
1. The code is scanable
2. The code is trackable

We are a few days away from launching QRe8 - our QR Code Strategy and Marketing Company.

We have created our branded QRe8 QR Code - for now the link in the code currently points to our FB Page.

We have also created a simple branded QR CODE for the Erik’s Brain Blog - you can see it at the top left of the blog or you can check it out here.

Any feedback is welcome.

Sincerely,

Erik

QR Code Design: Embedded Logo's

Sun, 11 Oct 2009 18:42:59 -0400

Based on the tremendous response I received from my post yesterday about QR Codes and design we continued to play around today.

As we mentioned in our post yesterday the BBC incorporated their logo into a QR Code last year.

We here at QRe8 have tried to duplicate those efforts. Please let us know what you think.

First - please tell us if you can get both QR Codes to work. I could with Quickmark.

Second - please tell us which one you think looks more aesthetically pleasing.

The Original BBC QR CODE

The QRe8 BBC QR CODE

Thank You!

QR Code design: to be, or not to be?

Sat, 10 Oct 2009 19:42:00 -0400

I hardly need to point out that many things are beautiful in their pure, naked form. But what about QR codes? Well, that’s in the eye of the beholder. Still, we’re definitely witnessing a QR graphic design renaissance where the code itself has become a canvas. Take Morikami’s earlier oeuvre for Louis Vuitton and the recent release of the QR Code by Japan Set for DigitalMum. Both meaningfully weave graphic elements and color. Even the BBC QR Code transcends the mundane (albeit more industrially). We all interact daily with the power of graphic design and witness how it amplifies branding across all touch-points. So why not QR Codes?

I was tinkering with our studio today incorporating a couple images into a couple Codes today. These are two – CNN Mobile & a plug of my personal Twitter profile @erikg1

I use the QuickMark reader for iPhone and the codes seem to work fine for me. I’d love to know if they worked for you so please let me know.

For sure, unadorned QR Codes are visually engaging… for the present, that is. But I believe that once QR really hits mainstream North American markets, design will become a critically important differentiator. And as this specific design technology becomes more readily available (enabling marketers to at least include a company logo or wordmark) and therefore a bigger benefit to brands, the residual effect will unquestionably drive larger acceptance of QR technology as a whole.

So what are your thoughts on QR Code design?

Google Sidewiki or Website Owner - Which Side Are You On?

Sun, 04 Oct 2009 22:01:51 -0400

As I research the Google Sidewiki more and more, I’m coming to the conclusion that this will be one of the biggest battles the internet has ever seen.

On one side you have Big G - Google. They believe they have created an extension to their Toolbar that will allow the entire internet and every website and webpage in it to be social. This is what we want as consumers isn’t it? Don’t we want to take the power away from all the billion dollar brands and for once have our voice heard? Don’t we want the opportunity to comment on products and services when they are great and even more so when they’re not?

On the other side of this battle you have website owners. This does not just include eBay, Apple and MSN - this includes EVERY website owner - even the mom and pop flower shop down the street from you. Site owners have spent money (usually a lot), time and heartache building their businesses and their brands (online and offline) to the point where they enjoy some form of success. Now, because of Sidewiki, some malicious person can come to their site and post some negative, damaging or flat out false comment on the site’s wiki simply because they feel like it. Here’s the kicker - do you know what the site owner can do about this comment after it appears on their site? ABSOLUTELY NOTHING!

This is similar to a New York Times food critic going back to the restaurant they gave a negative review to and painting the negative review on the restaurant’s front window. The critic then tells the restaurant owner that they MUST leave the review on the window for all to see.

The issues for and against the Google Sidewiki are massive. Here are a few:

In support of the Sidewiki

1. Allows people to have their voice heard

2. It could help brands with customer service

3. It will allow people to improve/clarify points made on webpages

4. It will allow people to share with others across the web

5. The voting mechanism attached to the comments will allow the best comments to rise to the top of the site’s Sidewiki therefore decreasing the exposure of those seen as malicious

Against the Sidewiki

1. Site owners can’t moderate the posts

2. Site owners can’t opt out of the Sidewiki being made available on their site

3. Posts can be made on every page of a site - the resource cost and time needed to scan each page of site each day would be unimaginable for most companies

4. Competitors could steal site visitors by posting false comments or links back to their site

5. Google makes a ton of money from sites by selling Adwords to help drive traffic to these sites - after you pay Google for getting the visitor to your site they will now allow this visitor to say something stupid about you and not let you do anything about it

I’d love to hear your comments on this one but in the meantime here is some further reading for you:

Google Sidewiki Forum - most people are threatening lawsuits here

Great article and even better comments

Stop Sidewiki Protest Page

Facebook Group petitioning against Sidewiki

Sidewiki Fans On Twitter

Do You Own The Google Sidewiki For Your Site?

Fri, 02 Oct 2009 19:25:00 -0400

The answer to this is probably NO. I did a bit of snooping around today and was surprised to find that some key websites don’t own their sites’ Google Sidewiki. Some of these sites include The Wall Street Journal, Sports Illustrated, Perez Hilton, and - hold the phone…MSN.com.

How does this look to the users/visitors to these sites? These visitors are having important (for the most part) conversations directly on the sites themselves yet the site owners are nowhere to be found. All I can say is WOW!!!!!

Now of course the Sidewiki is new, but that’s hardly an excuse for some of the biggest brands to be absent. The process is ridiculously easy – I know nothing about web programming (I’m a strategy guy) and was able to own my sites’ Sidewiki in 10 minutes.

So here’s how brands can “own” the Sidewiki on their site…

1. First, you must verify your site with Google. Click here for the goods on that. After this part is done you will have the ability to post a message that will appear at the top of the Sidewiki for your site – it will remain at the top forever. I’ve created a Thank You/Welcome Message for my blog visitors but you could write anything.

2. Be present!!! So called social network marketing strategists continuously advise that brands they represent must be on Twitter and Facebook because this is where the conversation about their brand is happening. I agree with this completely. But because of Sidewiki, the conversation is now happening directly on the brand’s site. How will it be perceived if brands are not participants in conversations on their own sites? I suggest, not great.

Brands have two choices: 1) ignore the conversations taking place about them or 2) actively engage in them. The latter choice is more important now than ever before - because that conversation is happening on your site right on your site. Will you decide to avoid it or own it?

Google Sidewiki – Good Or Bad And For Who?

Fri, 02 Oct 2009 18:29:00 -0400

What is it?

The new Google Sidewiki is a yet another attempt by Google to make the web a truly social place. The Sidewiki is available as an add-on to the Google Toolbar and can be used with FireFox 2+ or IE 6+. Learn more about the Sidewiki here.

In a nutshell – the Sidewiki allows a user to leave a comment on any website about any webpage (or section of webpage) on that site and then share the comment through email, Facebook and/or Twitter. Readers of comments also have the ability to vote on the comment and share that comment on their own networks.

Currently, most web users are able to leave comments around blog posts, articles from news sites, some picture sites, some music sites and some video sites. But these comments can only be made about the item themselves. Now with Sidewiki, no part of your website will be safe from the visitor’s opinion. On the surface this seems like a good idea - but that really depends which end of the Sidewiki you’re on.

Who’s it for?

Web users/site visitors will think this is great. Personal opinions and the sharing of those opinions is increasingly becoming the way the web works. This Sidewiki function allows me, as the visitor, to comment and share everything on every site I come across - what could be better? I now have an outlet to have a voice on everything right where it happens as opposed to a third party site or at the bottom of a blog post.

What about the site owner? Well, they are actually left out of the Sidewiki process for the most part. This fact will ultimately determine whether the Sidewiki sinks or swims. Google does run filters against the comments and tries to remove “swear” words and spam – however, this will not prevent someone from saying that a brand is terrible or any other negative comment.

As the site owner – I can’t control the comments on the Wiki of my site. What I can do is what every good socially focused brand should be doing and that is being a key participant in the conversation - especially the conversation thats happening on my own site. If someone says that my brand is terrible I would rather know about it and be prepared with an answer in the forum it was being said in. The negative comment will be made regardless of the Sidewiki, Facebook, Twitter or any other tool – as brand managers we must know about it and respond accordingly and quickly.

The Sidewiki is very new so the verdict is still out. I think this is a natural progression and that web technology is empowering its users to share and be heard. Google Sidewiki is the ultimate tool for that. As brand managers we must be vigilant and participate in the conversation or be left completely behind.

So what can a brand do to gain a handle of Google Sidewiki? Lots - but that’s the subject of my next post.

I’d love to hear your comments - either in my comments section or in my Sidewiki :)

Hottest Job in 2010 - Google Wave Moderator?

Tue, 29 Sep 2009 18:43:13 -0400

As most of us now know Google is about to release Google Wave to 100,000 lucky users tomorrow. These first users will act primarily as a massive test group. If you are not yet aware of Google Wave check out my quick post on it from yesterday.

So last night, while watching Dancing With The Stars, I was thinking about some ways that marketers like myself might use Google’s latest and greatest communication platform to help our clients.

I come from the world of email marketing and as some are saying Google Wave will be the “Email Killer.” I can agree with this - but not if brands don’t truly understand and prepare for the resourcing nightmare Wave may bring should it replace their current email marketing program.

Way back when, we used to position email marketing as a “one to one” marketing tactic. But this is not really true. Sure, recipients can ask to receive tailored messages, but at the end of the day it’s really a broadcast message from the brand to either many or to a tailored few recipients - there isn’t much “one to one” conversation happening with email.

Google Wave will change that. Now instead of receiving an email, a brand will ask you to “opt-in” or “join” their branded Wave. This will allow real-time communication back and forth between the brand and the Waver (which i define as a person/customer/client/employee that uses a branded Google Wave).

This poses a huge moderation and real-time response problem for brands executing these Waves. For example, Barnes and Noble has a email database that’s over 30 million strong - good luck having a logical “one to one” conversation with all your new Wave members if you have a database that size.

A possible solution might be for brands to focus on their customers personal interests like they never have before and TARGET TARGET TARGET. The Waves will need to be extremely tailored in terms of subject matter and talking points. This will shrink the amount of participants to each branded Wave. Also, multiple Waves on the same topic matter could be scheduled at different times i.e. Join the Harry Potter Wave on Tuesday at 4pm or 7pm - this also could reduce participant numbers.

What about Waves being used as customer service vehicles? - i.e. Have a problem with the vacuum you just purchased? Join our Wave to discuss it! On the surface this seems great - a real-time communication tool that will allow users to join all kinds of Waves for the purpose of discussing problems with products and services. Wave will also allow a customer to discuss the problem with other customers inside the Wave in real-time given that other user is in the Wave at that time. But now lets imagine a scenario where there is a problem with a product or a service that effects thousands or more. People are told to join the Wave on the package if they have a problem with the product they just bought so they do…ALL AT ONCE.

I am a true believer in User Experience. If you first sell me a bad product and follow it up with a bad customer service experience as I try to get to the bottom of the problem - you can pretty much kiss me goodbye as a customer.

There is no question that Google Wave has a ton of potential for marketers and brands. However, we must remember that moderation is likely to become a huge obstacle for brands to overcome when dealing with massive databases and online communities.

Therefore, I think it’s safe to say that ’Wave Moderator’ may be a great career option in the very near future.

Thoughts?

Google Wave - Will you Sink or Swim?

Mon, 28 Sep 2009 17:20:14 -0400

Google is releasing access to Google Wave, the much anticipated communications tool this Wednesday to 100,000 lucky individuals - I hope I’m one of them but I doubt it. Regardless, I have been spending a ton of time following the development of the platform and researching/brainstorming possible uses of Wave for my companies and for each of my clients .

The first question is - do you know about Google Wave? If not, pour yourself a glass of wine and sit back for the hour and half demo found here.

Essentially, it is a remarkable real-time communication platform that combines aspects of email, wiki, chat, app platform, and more into one tool. Some people a calling it the end of email as we know it.

I believe that email is only one thing that will change as a result of Wave. You can add project management, client management, publishing, social networks and many others to the list.

Wave has the potential to be a complete new way of communicating online whether internally or externally to your employees, clients or customers.

As an email tool the improvements in functionality are huge. As a project management tool the benefits are clear and second to none. But wait! I’m a marketer! How will Google Wave help me help create and implement Wave marketing strategies for my clients?

I have created a ton of ideas which I will share in a future post but for now get familiar with this communications game changer and watch the Demo.

The Future Of Media - Micro Payments?

Sat, 26 Sep 2009 20:02:39 -0400

I went to hear a discussion at the Drake hotel (Toronto) Thursday night called ”The Future Of Media.” I love going to go to these of types of talks regardless of the topic but a discussion on the “Future of Media” could not be missed.

Without being specific on who the panel members were I will say that they represented a who’s who of Canadian media. A top level Rogers Executive, A Senior Producer at CTV News, A Senior Editor for CBC online, a Top Blogger from Toronto and probably all of Canada and a CEO of a major Citizen Journalist company.

The talk rambled on for 2 hours and throughout the entire discussion I could not get the title of the evening out of my mind - “The FUTURE Of Media.” Citizen Journalism was discussed at length, Twitter was brought up a few times as was Facebook, but I was wondering how and when the “FUTURE” would be discussed.

Now don’t get me wrong - the Rogers gentleman knew the key talking points about Twitter as did the CBC representative, the Toronto Blogger had a humorous response to the CTV Producer who quite assuredly insisted people would “micro” pay to receive general news and that he would turn that into a revenue model for his company - but they all missed the mark or ignored the concept of “The Future Of Media.” In general, the panel had no idea and no passion as to how to succeed in the ever changing world of media.

To be honest - I was shocked!

The host of the evening brought up the fact that ad spending dollars are falling not only in the print world but also the online world - no surprise there i guess. But what he missed, as did the panel, was a few things I started to think about:

According to eMarketer - mobile ad spending will increase by 50% this year and next
Other outlets like the Mobile Advertising Association have mobile ad spending increasing by 500% in the same 2 year time frame to what could be over a billion dollars
The Apple App store is quickly approaching 2 billion downloads
There are now at least 3 other major App Stores out there selling products
It is predicted that smart phones will be owned by almost 50% of cell phone users in North America by the end of 2010
The New York Times and the Wall Street Journal Apps are continuously among the top downloaded applications and each of these Apps have a revenue model whether its paid content or advertising or both
Espn is also one of the most downloaded Apps and it too has an revenue model
Mobile Ad networks are booming

This is all amazing news for the “Future” of media but the panel did not discuss mobile and its huge potential for even a moment during the talk. They were too consumed with how great it was to answer customer complaints on Twitter and how to charge $0.10 for the ability to read an article on their website - which by the way used to be free. And please, please, please don’t get me started about the lack of time spent discussing Google Wave - which is one of the biggest releases the internet has ever seen and will change the way each and every one of us does things online in the very near future. This panel would have fallen off the stage if I asked about their views on Wave.

I guess I left the discussion optimistic. As a digital brand and marketing strategist it’s always re-assuring to learn that many large companies could always use a little help with understanding “The Future of Media.”

I’d love to hear your thoughts.