Marketing strategy of the marketing staff in the micro-blogging era

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The long tail effect of the content and the increasing demand for attention have formed a perfect storm which leads to the sharp drop of the brand site traffic. This is simply the principle of supply and demand economics playing a role.

Long-winded online content has been replaced by widgets, YouTube clips, and micro blogs powered by Tumblr, Jaiku and Twittergram. The following three simple steps need to be considered for marketers to thrive in a decentralized network.

1. Consider the service more than the website

The vast majority of network reforms today are created by talented teams and independent web developers. Sites like Microsoft, Google and Facebook are turning themselves into application platforms----almost as Windows do on the desktop. This has spawned hundreds of small-scale online apps.

To thrive, marketers need to think about how to create similar mini experiences and maintain a consistent brand through the Web services plugged into them.

2. Connecting people

The network is transforming into such media-----The greatest value is generated when people are connected through platforms with common goals. These common goals may include making money, entertainment or information, and creating.

To thrive, brands need to identify these motivations and participate in new micro-content platforms in a way that helps consumers achieve their goals. For example, the Los Angeles Fire Brigade found that consumers actively use Twitter when disaster strikes. Twitter has opened a new channel for instant Messaging---TWITTER.COM/LAFD on its site.

3. Make everything "portable"

The latest version of Apple's operating system will be released in October. The system has a small feature called a network clip. Any part of the site can be included in the widget that flashes in the consumer's desktop. This is a great revelation to the future.

In the near future, sites, including IGoogle, my Yahoo and Netvibes, and social networks, will eventually achieve this: it's easy to absorb the smallest piece of web information. Don't wait. Start turning your website into embeddable now. Traffic is becoming something that happens elsewhere, not just on your site.