We All Need A Technical Understanding
Just back from my Hawaiian honeymoon, mai-tai-addled and catching up on the mail blocking my entry to my flat, I tripped over 4 copies of Media Week to spot Rob Taylor’s Best of the Blogs post – Do you have a feeds director? It was hula music to my ears!
Talking about Bing and Farecast in the US, he gives a mini-master class on what it means to provide easily accessible information to search engines and suggests, “We could see this becoming increasingly important in site development briefs and maybe as its own stand alone ‘feeds’ channel within a marketing department.”
Well crack open a pineapple, fill it with Malibu and stick a garish mini-umbrella in it by way of celebration because I’ve been saying this for years!
Marketing departments should be using smart technology to provide search engines with tidy and timely information will help them make the right decision about what products and services they should display to a particular user.
In other words, marketers need to get smart about the technology available to optimize their content and distribute it where it’ll have the most benefit for the end user.
I’ve never understood the reticence of some folk in our industry to even try and get the concept of SEO, XML or APIs.
“But I’m not technical!” is usually the cry but it’s really not difficult to get your head around and it’s vital as we progress and innovate towards a totally digital media world.
Building a website from the ground up, making sure the navigation and data accessibility is sweet for both the user and 3rd party digital channels is crucial to success.
I remember once helping a client understand the basics of the purchase funnel, persuading him that a 7 page application process might be a feat of engineering for his internal reporting needs but that he was losing customers and revenue hand-over-fist, and the search engines were losing the will to live trying to interpret what each page was about.
We live in an age where easy access to data and a streamlined flow of inventory equals success in a fast-moving online market. Making sure the marketing departments and technical teams understand each other’s remits and work together towards the common good can only help us build a better and more relevant web!