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Meatball Mondae #3 (Columbus Day Edition)

Google and Discovery

Google and the other search engines have broken the world into little tiny bits. No one visits a Web site’s home page anymore—they walk in the back door, to just the place Google sent them. By atomizing the world, Google destroys the end-to-end solution offered by most organizations, replacing it with a pick-and-choose, component-based solution.

Columbus is the center of a popular fable about discovery. He set out to find something, got lost along the way and instead gets credit for an ever bigger find. The analogy of the web is pretty much a stretch, but here goes: people don't always find you the way you want to be found.

Not only are there literally a million ways to discover you and your offerings, but rarely people hear your story the way you want it to be heard. The idea of a home page and a site map and a considered, well-lit entryway to your brand is quaint but unrealistic.

I can clone a frog from one skin cell--and get the whole frog.

Can I clone your brand from one interaction, from one web page, from one referral? Whether I can or not, I will.

The means that bundling is harder than ever.

Bundling was the glue that held together almost every business and organization.

Bundle donations and parcel them out to charities that deserve them. (That's the United Way).

Bundle TV shows and present them, with ads, on your TV network.

Bundle the items in your industrial supplies catalog and hand it to the business buyer.

Bundle thirty businesses and house them in one big office tower.

The Yellow Pages is a multibillion-dollar business that consists of nothing but bundled ads for local businesses. No one wants to keep a flyer for every business in town, but everyone has a copy of the Yellow Pages.

Book publishers bundle authors and share the expertise of their staff, their sales force, and their capital in order to bring books to readers.

We’ve been doing the bundling so long, we forgot we were doing it.

The world just got unbundled. Like it or not, there you are.

[This is the third in a series. Here's an interesting comment post from last week.]

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Listed below are links to weblogs that reference Meatball Mondae #3 (Columbus Day Edition):

» Not only is it personal... from erniesblog
It's all out of order. My last post was about how personal our interaction with digital things is. And how it changes the way you create messages. Combine that with Seth's riff on the fact that no matter what, you [Read More]

» Just found: Who Cares About the Homepage? from Harald Felgner & Red Fez
Exactly. "No one visits a Web site’s home page anymore—they walk in the back door, to just the place Google sent them. By atomizing the world, Google destroys the end-to-end solution offered by most organizations, replacing it with a pick-and-choose,..... [Read More]

» Columbus Day Meatball Mondae - Discovery and Landing from Apogee Weblog
... take the liberty of boiling this down to a concept the search engine marketing industry has recognized for some time now: Every page on a web site is a potential landing page... [Read More]

» Turn Your Web Site Inside-Out from Social Media Marketing for the CEO
Seth Godin wrote a great post today on his blog regarding how the search engines have broken the world into little tiny bits. I think its a great observation, and its not just search engines. Its social media as a w... [Read More]

» Unbundling The Bundle from client k
In the past, to help the sales of a less marketable product, wed bundle it with a popular product.  Or to increase sales, wed offer BOGO (buy one, get one free).  Unfortunately bundling isnt as successful  as it once was.  I... [Read More]

» Bundles of Spam from Marksonland
Interesting entry today in Seth Godin's blog on how Google has had the effect of "unbundling" brands. He's 100% correct when he writes that "[t]he idea of a home page and a site map and a considered, well-lit entryway to... [Read More]

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