The notion of the distributed web has matured. Digital marketing requires more than just the laptop-desktop web. As a result, the website, in its traditional sense, is diminishing in importance. That doesn't mean that brands no longer need websites -- but the function of the website has changed.

So what does this mean for marketers?

Marketers must learn new skills and platforms, but old ideals must not be forgotten. Mobile applications, various forms of response codes (SMS, 2D bar codes, etc.), digital out-of-home, augmented reality, and other forms of physical world augmentation will now be critical to your brand's digital presence. The "app" will increasingly serve functions that the traditional website simply cannot serve.

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