Enterprise 2.0: The Engineering of Marketing Online

When I was talking with my friend Shreesha Ramdas (from OuterJoin ) last week, he shared a perspective that really resonated with me. In a nutshell, he believes that the Marketing of online products and sites is rapidly becoming an Engineering function, both in terms of operational activities and measurement.

The more I think about it, the more I'm convinced that he's on to something. Marketing of online products and sites is inherently different from classical marketing. Unlike regular marketing channels, online campaigns allow marketers to proceed systematically step-by-step along a predetermined course. The results of each distinct campaign can be measured precisely, even when multiple campaigns are going on simultaneously. Most important, the market can be broken up into thousands of micro-segments, with targeted campaigns aimed at each one.