Cleve Gibbon

The old adage, you can’t control what you can’t measure, resonates loud and clear with marketers. If you don’t measure, you just don’t know, and businesses today cannot afford to be ignorant of their customer needs.

Technology has played a vital role in removing barriers to online measurement. Web analytics enable marketers to better measure and monitor digital campaigns. However, as marketing strives to reach more diverse audiences at the moments that most influence their decisions, the challenge is for businesses to have immediate access to ‘A’ class data (automated, accurate, aggregated, accessible, auditable, available) at every digital touchpoint along the consumer decision journey. That challenge is made even more difficult by the disconnect between those responsible for creating campaign content and those interested in measuring digital success. So what steps are being taken to close this gap?

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Last month I gave a presentation on building a marketing technology platform. A few people have been in touch to share their ideas around customer engagement platforms and marketing automation. It comes as no surprise that there are numerous marketing technology platforms already in use today. But where are they and how are they being used?

What is a marketing technology platform?

Marketing technology are tools that make life simpler for marketers to market. They automate difficult, time-consuming and repetitive manual tasks to surface customer insight. Built by technologists, used by marketers. Marketing technology should aim to remove or significantly reduce the need for IT involvement. In short, to keep marketing in marketing.

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Where do you think your website sits on the Web?

The folks over at Hubspot and have been quite vocal when advocating the benefits of inbound marketing over outbound marketing. They are not alone. Real-world marketing experiences reported by the Content Marketing Institute (CMI) demonstrate how companies that have embraced inbound marketing are enjoying greater digital successes with less investment. The CMI have also highlighted how marketing failures are being made by those organisations that do not understand the new conversation rules and/or the lay of the “social” land. But why?

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A Web Standard is both a guide and a measure. I believe that Web Teams that invest enough time and the enough effort into Web Standards, will reap the benefits. We covered this in a previous post. Today, we dive straight in with a concrete example: URL Naming Web Standard. Note, just to keep this post to a reasonable length, I’ve had to trim it down. Rest assured it does have enough meat in there to illustrate what is a Web Standard.

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Not many web sites today are launched with clearly defined and/or enforceable Web Standards. For larger organisations, looking to execute efficiently on the Web, this is a major stumbling block.

Confession. Having worked in and for large organisations for over 25 years, I was never a Web Standards fan boy. They were always out-of-date. They were written by non-practitioners. Their format was dry and verbose. Their purpose unclear but just obey. Effecting change or providing feedback was actively discouraged.  In short, information flowed one way: down! There was not much to like about Web Standards.

However, if you can get past all, there were little gems of insight locked away in these Web Standards. Looking back through older eyes I realise that I never really hated Web Standards. I just didn’t like the way they were enforced. So I rejected them and promptly falling foul of throwing the baby out with the bath water.

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I’ve been delivering web content management solutions for a while now and like a lot of folks out there I still find it extremely challenging. It’s never a walk in the park. No two are the same. And the results lie between the two extremes of weird and wonderful. The bigger the customer, the more intriguing the experience. Customers definitely come with baggage, others with wild expectations. So when a couple weeks back, at the Janus Boye Conference Jon Marks crowd sourced opinions using the twitter hashtag fixwcm on the “How to Fix WCM” track I followed with keen interest. Firstly because I didn’t think for one moment that WCM was broken. And secondly, I thought it was just a distraction from the underlying fact that we are broken!

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Say you’ve been asked to buy a suit for someone you’ve never met. What do you do first?

1. Buy the suit.
2. Meet & Measure them.

For design-led projects, we’re buying that suit first. By damn, one way or another that content will well fit into that design and look good! Of course I’m exaggerating a little here. But if have been in a project where the content is delivered at the end and simply doesn’t fit, you never want to go there again.

Now call me odd, but wouldn’t life be that little bit easier if we sized up the content first and then designed the site to fit it. Measure, then fit. I dream of projects where we all work together to determine what information a site needs upfront, organise it, think of ways to be navigate it and then and only then do we create the designs to satisfy those requirements. What typically happens is something that lies between these to extremes depending on when I get involved.

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Summary

Letting Go of the Words is an example-driven tour on how to write content for the web. It’s 350 pages are full of clear, before and after examples, of good and bad web pages. In less than a day, Janice (Ginny) Redish will transform the way you write for the web. Ginny is clearly an accomplished author. During the day, she helps people create usable and useful web sites. This book is more of a handbook, jammed packed with great tips and explanations of why stuff works and other stuff doesn’t. What Ginny manages to do is communicate practical web writing guidelines to experienced web readers like us.

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Web sites are easy

When I start a new project, particularly with a new customer, I pay close attention to how they use the term web site. Customers arrive wanting a web site. They walk out with a digital solution. The web site is the easy bit. The hard part is defining, creating and rolling out a digital solution specifically for them.

So what is a digital solution? For me, its a dynamic map that continually adapts as you journey through a project. A bit like Harry Potter’s Marauders Map. Sometimes it actually feels like we’re using the map to guide our customers through the project pitfalls but without the protection of the invisibility cloak. So to be clear, a digital solution takes a customer from what they want to what they need. And for me, this is the key differentiators between happy and unhappy customers.

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