The rapid evolution toward diminished relevance
So much can change in a year. We have a new president, I have a new company, and the notion that a brand's main digital presence is its website is just about dead.
One year ago, I penned an article for iMedia Connection called "Learn to syndicate your brand identity." (In terms of marketing innovation, it feels like five years ago.) In this article, I explored the notion of the distributed web, which I defined as "a consistent brand presence across various social channels." I received a lot of inquiries about the article, as the concept was still new to many marketing executives. Upon reexamination of this article, my mind travelled back in time. Not too long ago, Barack Obama's presidential campaign schooled marketers about integrated marketing in the 21st century -- and the marketing world will never be the same.
The notion of the distributed web has matured. Digital marketing requires more than just the laptop-desktop web. As a result, the website, in its traditional sense, is diminishing in importance. I am not saying that brands no longer need websites -- but I am saying that for many, the function of the website has changed.
So what does this mean for marketers? In this article, I'll take a look at various signs that signal the diminishing value of brand websites, as well as the areas that should be given more attention by marketers.