There’s a lot of buzz in marketing and advertising these days about smartphone users interacting with advertiser’s "content," especially from a printed ad and connecting to the web in some fashion. Content can be almost anything; making a purchase, watching a video, providing commentary (twitter, Like), playing games, entering contests, and almost anything else to get your attention. They want "stickiness"... i.e. you stuck in their content for a long time. And if you click "recommend to a friend" it's the cherry on top!
A load of this buzz is reminiscent of Web 1.0 (aka Internet bubble) when companies had some awesome mission statements and paradigms flowered on the streets south of Market in San Francisco.
I try a lot of these smartphone apps that read "connected" print like QRcodes, barcodes, TAGS and of course Digimarc Discover for reading digitally watermarked images. These apps can easily read the technology they are designed for, some can read other technologies as well and all direct you to the "payoff."
It's these payoffs, this sticky content, that's bugging me because most is so poorly done. I could go on and on about bad payoffs, but I'd like to complete this post today. Let's chat about two pet peeves that affect stickiness and are easily fixed.