★The Modern Marketer’s WPO Metrics Mayhem★
Online Web Presence Optimization – or WPO.
If you’re a Marketing Professional, you know what I’m talking about. So many metrics to follow, analyze, evaluate and combine in meaningful ways to ensure that you’ve got an effective web presence online. It’s what your bosses now want – detailed, micro- and macro- analyses of the effectiveness of your Communications Strategies and their effect upon your Online Web Presence.
Unique Visitors. Conversions. Tracking Paths. Exit Pages. Company Equity. Intangibles Equity. SEO. SEM. SOV. ROI. CRM. WPO. OMG!
What’s a Marketing & Communications Professional to do?
A few weeks ago, I wrote a blog titled, “Corporate Cyborgs: Rise of the Hybrid Professional,” wherein I addressed this problem that today’s Marketing professionals are having to face: the fact that they are now tasked with greater responsibilities than ever before, and these responsibilities entail a skill set that yesterday’s Marketing Professionals never needed in their repertoire. In other words, Web Presence Management.
Today I’m going to dive a little further into this issue, and discuss a contemporary frame of mind that is required to perform at top levels in today’s fragmented communications landscape.
★Prometheus Bound: Plot, Un-Resolution, and Semiotics of the Modern Marketer★
The Greek God Zeus planned to destroy mankind. The Titan Prometheus, however, thwarts his plans and also gives to Mankind the gifts of art, music, mining, taming of animals – and a whole bunch of other gifts – including the gift of fire. It is for these actions that Zeus punishes Prometheus – not to mention Zeus’ growing anxiety about attack from all sides against his rule.
This is the setting for Prometheus Bound, and there is much evidence that two other plays were created as part of a complete trilogy – Prometheus Unbound, and Prometheus the Fire-Bringer – but only portions of those texts exist today. So, by the end of Prometheus Bound, the plot is unfinished, and the two main characters, Zeus and Prometheus have still to reconcile their differences.
One of the keys to understanding the symbolism of Prometheus Bound is to understand the nature of the gifts that Prometheus stole from the Gods and gave to man. It is a story of insubordination and rebellion against the Gods and has been reviled by the Faithful while contributing fuel for the fire in arguments against religion. But it is also a story about Mankind’s struggle to thrive against nature, and of his overcoming nature through perseverance and intelligence.
It is this overcoming nature through perseverance and intelligence that interests me here. As I look around me at the contemporary communications landscape – fractured and increasingly requiring complex navigation across diverse channels – I am reminded of Prometheus’ gifts to Mankind.
If only Prometheus were among us today.
★What Would Prometheus Gift to the Contemporary Marketer Today?★
I would hope that a Contemporary Prometheus would gift us Marketers with a simply installed, richly-detailed, deeply analytical and thoroughly researched tool that would provide an acceptable overview of our overall Web Presence.
It’s what we all need.
Daily we are tasked with culling together disparate evidentiary tools of single snippets of our Optimization efforts – like counts of unique visitors, or HTML email campaign open and click rates, or dropoff rates of the videos on our YouTube channels – and being expected to decode, analyze, synthesize and categorize the short- and long-term effects of individual Communications Campaign efforts based on these single snippets of evidentiary information – information that may or may not be evidence of individual campaign efforts.
And then either we try to explain that these snippets of information can only be used as a general guide to understanding the “Big Picture” and risk being labeled by our superiors as either incapable or ineffectual or inefficient – any of which label could get us fired. Or we try to “flub it” and talk circles around the bits of information we DO have at our disposal, and in our circles of confusion effectively confuse those above us enough that they are reluctant to demand further clarification for their own fears of seeming incapable or ineffectual or inefficient.
Any way you slice it, it isn’t a good way to do business. And it doesn’t make our jobs any easier, either.
No, a contemporary Prometheus would give us Marketers and Communications professionals a viable way to decode and decipher and deploy the gathered information in our favor – use it in such a way that it benefits us by helping us decode the constantly evolving decision-making and purchase process authored by the information age, or by helping us to pinpoint our most profitable potential clients by following their decision-making paths through our information channels such as our YouTube channel, our website, lists of sites they are linking from, etc. Or even to help us target new communities of profitable prospective clients evidenced by their niche interests in our minor products that we normally don’t think about “pushing”.
★So Where Is Our Contemporary Prometheus?★
She’s out there. Or he’s out there. Or they’re out there. And they are working hard.
Someone has to be working on this problem. Already there are teams of Marketers working out their own solutions to the Web Presence Optimization (WPO) problem we all seem to be tasked with – because clients are demanding Web Presence Management. Clients of all shapes and sizes want to know the overall effects of their combined SEO/SEM, PR – and all other kinds of Communications strategies – in one tidy, clean package.
Because the way things are now – all these different metrics, each telling their own small portion of the larger tail – just cannot continue. Marketers are wasting valuable time that could be spent developing plans and strategies in light of the evidence of their overall WPO measurements. Instead, they are sitting in their offices attempting to make sense of all kinds of disparate information that could suggest one course of action, but then factor in another metric, and another course of action could be justified.
What a waste of time.
Prometheus, please come back.