Marketing Needs to Prepare for the Distributed Web

Everything on the Web today is becoming more distributed. Sales applications, human resource applications, even marketing applications. This works well for us, because it’s easier to implement functionally important applications without knocking on the CIO’s door to ask permission. And it’s great news for these aps from a speed and timing perspective.

But it opens up a whole new set of challenges. If Marketing has become, or is in the midst of becoming, more distributed, then we must prepare to become more distributed in areas like content and measurement.

Marketing needs to be ready to start measuring outside of its platform (i.e., its own website and sub domains). And the only way to do that is to have a very solid base of measurement to draw from.

By that, I don’t mean Google AdSense + WebTrends + email database history + various event attendance = measurement. I mean it needs to all be on one platform. Something like an Eloqua, Aprimo, Unica, Firstwave or Market2Lead. These are distributed apps that have a platform you can use to knock down the silos of data in your marketing organization.

Once you have that in place, it becomes much easier to measure activities off your website and in areas that you perhaps control, like a blog or a wiki.

Why even do that, you ask? Well, I believe we’re being bigheaded if we think we can keep content on a site and expect people to come get it. Publishers are getting this point, big time, by syndicating out their content as much as they can. As marketers, we also need to think bigger about syndicating our content.

Take widgets, for example. They will go on different social networks via opensocial or Facebook, and the very application will be distributed.

Where’s the Buzz? Marketers need to prepare for the content and measurement distribution systems of tomorrow, because tomorrow may be coming sooner than you think!

11 comments to Marketing Needs to Prepare for the Distributed Web

  • Social Mediatrix

    I think you’ve hit the nail right on the head. In the future it’s going to be less and less about one’s “homebase” — whether it be a website or blog or company headquarters — and more about mobility. Content will need to be mobile in order to compete and reach its intended audiences, and there has to be something in place to measure the effectiveness of the content in those multiple locations.

  • Paul Dunay

    Exactly right Social Mediatrix

    its hard to measure response when it is not contained in your “four wall” so you better have a rock solid measurement in place

  • Paul Everett

    Very interesting how you’ve taken the old ‘content is king’ platitude and actually given it a meaning for the people in charge of producing/distributing it (too many would only describe their role as ‘producing’). And of course the measurement to see which content is the regent and which more of a minor royal…

    On which note, I see HP’s exploding data centre is still doing the rounds what seems like a year on…

    Straying slightly off your point, someone in my position (high value b2b in the smaller UK market – although what relevance have national borders now beyond sales territories and the regulations our customers face?) has to be even more careful in measuring the contribution of this content to real customer relationships (the kind that inspire endurance and growth even in uncertain times).

    I wonder whether the people who see the hp datacentre exploding (again) in a tech newsletter like the one I recieved today actually feel a stronger relationship as a result?

  • Paul Dunay

    Paul E

    I think it is hard to say if they feel a “stronger relationship” but I do think that the recipient has perhaps given them some more “consideration”

  • James Obermayer

    Your comment about having a measurement system, of some sort is true, but first the marketers have gotta wanna. During the last recession (and I am not sure we are in one now except in the mind’s eye of the press), I know that those companies that measured response for their lead generation programs were more successful in keeping their budgets and making forecast (I know I was at Kern DIrect at the time) On the Sales Lead Management Association site we are getting good traffic from people who want to know how to manage the process and prove the ROI. I do know that regardless of the economy, those that want to measure their ROI will be more successful. They will spend money more wisely, stop spending on failed programs and media and always, always adjust to follow the money. The money I mean is the ROI for their marketing spend. Eloqua, AdTrack, NewLeads, LeadTrack, Rubicon, all work toward this goal. As I said in my most recent book:

    “The marketing people are the unsung heroes of your company, but their biggest mistake is creating wealth and not taking credit for it.”

    James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007), and Racom Books, Page 33

  • Scott Brinker

    I’d add that the growing drumbeat of the semantic web may very well be the final catalyst for an explosion of rich online marketing that is intentionally designed to take wings beyond the borders of the circa-1990s corporate web site.

    You’re absolutely right: managing, track, and optimizing that is going to be one of the great challenges for marketing technologists over the years ahead.

  • Jackline

    Hi Nice Blog .This employee time attendance is used to track the time and attendance of employees, and at the same time track labor activity against specific parts, jobs, and operations.

  • I have been trying to acces this website for a while. I was using IE7 then when I tried Firefox, it worked just fine? Just wanted to bring this to your attention.

  • @Miles – thanks for the heads up – I am checking on it from my end too

  • Wonderful stuff.. really very informative. I’ll grab the RSS feed and will stay tuned for more. Oh, and I threw you a StumbleUpon vote 😉

  • @Virgina – thanks I appreciate the vote!

Leave a Reply

You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>