Cookie Best Practice
April 20, 2012
From 26 May 2012 websites operated in the EU will be required to inform their users that they are being tracked with cookies, and to ask users for their consent. There’s much that brands can do to support site architecture changes by reviewing how they relate to their B2B and B2C customers in two areas:
1. Transparency
Businesses using cookies must be completely transparent in how they collect, store and use data.
Make sure your privacy policy is up to date and that you’ve provided information on how to reject or delete cookies. By making it clear you’re using them, what they are being used for and how users can control them, you’ll educate people about how they are essential for personalisation.
2. Responsibility
Data must be used responsibly. There has been very little misuse of cookies by B2C and B2B companies and this must continue.
Businesses must be aware of all cookies utilised within their website – the legislation includes both your own cookies as well as cookies set by a third party. So remember, you are responsible for all cookies on the site and ensuring they comply with the legislation.
Ultimately, when used responsibly and effectively, cookies are an invaluable way of enhancing the user experience and customer satisfaction, as well as providing marketers with a vital tool to improve conversion rates. Transparent and responsible use of such data will safeguard these benefits for both parties.
On your marks – going social for the Olympics
April 12, 2012
The London Games begin in just over 100 days’ time involving many thousands of spectators, participants and sponsors:- the physical architecture is more or less in place, the infrastructure pretty much on track, the athletes are reaching the apex of their training, games volunteers have been recruited, and trade in tickets, travel and accommodation is ramping up.
Heralded as the ‘Social Games’ (following on from the ‘twinter olympics’ in Vancouver 2010) the challenge for one of the most tightly-protected super brands is to nourish authentic social engagement around what is arguably the biggest show on earth. A snapshot of the twittersphere shows that push marketing is in evidence: – the obvious messages are getting traction [who IS coming down to the CocaCola Olympics Gig in Hyde Park]; along with issues that reflect the UK national news agenda [anti -cuts ‘street parties’ to rival Queen’s Diamond Jubilee and Olympics?]; and the troubled global backdrop [somali Selectors worry will people they choose now still be alive come July?].
The learning from recent Games is that the three ‘Cs’ – conversation, collaboration and community – that underwrite successful social campaigns can be achieved with planning, structure and insight. Not all of which is yet in evidence in official Olympic channels.
By Rachel Moses
