Marketing Is Not Dead

See Marketing Is Not Dead at its new home on bradley-holt.com.

Forrester Research claims that 2010 is the year marketing dies. I mostly agree with the article and its conclusions. However, I do not think that marketing is dead: I just do not think it means what you think it means. The article conflates three distinct concepts: marketing, media, and advertising (although media, advertising, and public relations do overlap). It assumes that media exists to serve advertising and that advertising in turn exists to serve marketing. The second part (advertising serving marketing) is fairly accurate since advertising is a marketing tactic. The first part has mostly been true in the past (media serving advertising). I think it would have been more accurate to say that 2010 is the year we decouple marketing from advertising and advertising from media.

The cost of producing and distributing media has become much cheaper in the digital world. It is no longer assumed that media cannot be produced or distributed without advertisers footing the bill. The decoupling of media from advertising has opened up the door for all sorts of creativity (and arguably a lot of garbage, too). Public, educational, and governmental media have been producing and distributing content free from advertising for years.

On the flip side, it is no longer assumed that marketers need to spend a lot of money on advertising to get their messages in front of eyeballs (or ears or whatever). If you have a good message then people can hear that message without the need for paid media gatekeepers. Word-of-mouth has long been an effective marketing technique which requires no media buys. With the Internet, Web 2.0, social media, or whatever you want to call it today word-of-mouth marketing takes on a whole new dimension.

Sure, if you have a product or message that does not resonate with people then you may still need old media and advertising to get your product and message in front of them. Of course, once people try your product and are disappointed with it they will share their thoughts about your product with other people. I hope that 2010 is the year that old media and advertising wanes and that good old word-of-mouth has a resurgence in influence. This is the kind of marketing we focus on at Found Line: marketing as a form of communication and education. As the Forrester Research post concluded, "Marketing is dead. Long live marketing!"

TEK·X PHP Conference

See TEK·X PHP Conference at its new home on bradley-holt.com.

I registered today for the upcoming TEK·X PHP conference in Chicago. I attended both ZendCon '08 and '09 but this will be my first TEK·X experience. I have heard that TEK·X is more of a community conference while ZendCon has a reputation for being more corporate. The schedule has not been announced yet (which is why I was able to get my ticket for 35% off). However, several people who have seen the schedule have said that there are some excellent sessions lined up. This year they are replacing the Unconference with a Hack Track which sounds like a lot of fun (even though I am a big fan of unconferences). Hope to see you there!

Web Design and Web Development

See Web Design and Web Development at its new home on bradley-holt.com.

Back in October, Jeffrey Zeldman tweeted something that I strongly agree with:

Real web designers write code. Always have, always will. #aea

This sparked many conversations including these two tweets from Chris Shiflett:

According to @zeldman, real web designers write code. (I think he means HTML and CSS, not PHP, Perl, and Python.) What do you think?

I’ve now asked, separately, whether developers and designers should know HTML and CSS. In both cases, most think they should. Interesting.

To which I responded (brackets added):

@shiflett IMHO, the demarcation between web developers and web designers should be POSH [Plain Old Semantic HTML]. That's what both need to know.

I have a pretty strong opinion about this. You could say that I have the luxury of working with an excellent designer who implements all of his own CSS—even tackling much of the JavaScript coding on websites we build. To be clear: he is a designer, not a developer—working in both print (which is more technical than you might think) and web.

The typical process is summarized well in Marco Tabini's PHP Advent 2009 post on CSS and Other People:

From a developer’s perspective, “design work” means having to deal with the often hated, sometimes impossible, and always challenging task of translating a designer’s comp into a combination of HTML and CSS that will render properly on browsers that are often at complete odds with one another.

In my opinion, that process is broken. Why is it assumed that because HTML and CSS are "code" it should be a developer's job to implement these? Any decent designer is already familiar with the concept of separating presentation and content with style sheets (which are supported in Adobe InDesign, QuarkXPress, and even PageMaker and Microsoft Word). Is learning HTML and CSS, both declarative languages, considered too hard for designers?

Let's take a look at comps and the dreaded "s" word—slicing. As Marco pointed out, trying to "slice" a comp into HTML and CSS is "sometimes impossible" and "always challenging." If a designer is only providing a comp, and not the HTML and CSS, it is very likely that the designer does not have a solid understanding of things like progressive enhancement, browser compatibility, and even what is possible on the web.

The use of a comp generally assumes that design is purely visual and that all representations of the web page should look exactly like the comp. How should the content be presented to screen readers, to mobile devices, and in print? Sure, you could provide comps for each of these scenarios but this is not scalable and you quickly risk violating the "One Web" concept. Thinking of a web page through the lens of only one specific visual representation of that page is very limiting.

Do you agree that the typical process is broken? If so, what are the barriers to fixing this process? Do we need better trained web designers? Do organizations need to be educated on how to better structure their web teams? This problem will eventually self-correct. My prediction is that teams with web designers that know HTML and CSS will create better websites and web applications and be more successful than teams using the old process.

Year In Review

See Year In Review at its new home on bradley-holt.com.

Being the first day of 2010, I thought it would be a good time to take a look back at 2009…

Burlington, VT PHP Users Group

2009 was the second full year of the Burlington, VT PHP Users Group. We had some fun meetings and presentations including:

January

Jason Pelletier gave a presentation on CSS for Developers.

CSS for Developers

View more documents from jason.pelletier.

February

Aaron Carlino demonstrated SilverStripe, an open source CMS/framework built in PHP.

March

Special guest Paul Reinheimer gave a presentation called "Easy Problems are the Hard Problems" taking an in-depth look at the easy/hard parts of building web applications.

April

Rob Riggen gave a talk on website performance optimization.

May

Rene Churchill gave a presentation on MySQL database optimization.

July

Matthew Weier O'Phinney gave his Play-Doh: Modelling Your Objects presentation.

Play-Doh: Modelling Your Objects

View more presentations from Matthew Weier O’Phinney.

August

Matthew Weier O'Phinney presented again in August, this time giving a hands-on unit testing crash course [ODP].

September

September's meeting was a casual get-together instead of a formal meeting and presentation—a change of pace from the typical meeting format.

October

I gave a talk geared towards PHP beginners.

November

November's meeting fell on one of Zend Framework's Bug Hunt Days. Held monthly, Bug Hunt Days are designed to encourage the community to help triage and resolve issues in the framework. Matthew Weier O'Phinney guided us through effective bug reporting and taught us how to contribute patches. As part of Bug Hunt Days, my first Zend Framework patch was accepted, a small addition to the documentation.

December

December marked the second birthday of our local PHP Users Group and that month's meeting turned out to be a fun social event.

Our users group also won a free pass to ZendCon '09, and Jase Roberts was the lucky recipient. He joined fellow Vermonters Matthew Weier O'Phinney, John Valance, and me at the annual PHP conference.

The Browser

Jonathan Butler started a program on our local community radio station called The Browser. It's "a show about the people who bring the world wide web to [Burlington, VT]." Jason and I were on the show twice—once in February and again in August.

Town Meeting Day Vermont, ACM-NE, and Tagnabit

The first Tuesday of March was Town Meeting Day here in Vermont. Citizens throughout Vermont gathered together to elect local officers and vote on budgets. As an experiment we put together a website, tmdvt.net/09, to aggregate content from social media sites around Town Meeting Day Vermont '09. If you used the appropriate tags in your tweets, Flickr uploads, blog posts (if indexed by Technorati), YouTube uploads, and bookmarks on Delicious, then your content showed up on the website. I wrote a post recapping some things we learned from the experiment.

As a result of that project, Bill Simmon and Seth Mobley from Vermont Community Access Media (VCAM) approached us about doing something similar for the Alliance for Community Media Northeast Region (ACM-NE) conference they were organizing here in Burlington, VT. We built acmne.net/09 for the conference and it was a big hit. I spoke on a social media panel (which Liz Schlegel moderated) and helped with a social media workshop at the conference. Colin Rhinesmith, who was on the panel with me and also helped with the workshop, posted a good summary of the conference on his blog.

We then took the idea from Town Meeting Day Vermont and ACM-NE a step further, creating Tagnabit—aggregating tweets, photos, blog posts, videos, and bookmarks for any arbitrary tag. Bill Simmon wrote a good blog post on how Tagnabit could be used.

Jelly/Coworking

I was excited to see Jen Mincar open up a coworking space, Office Squared (o²), here in Burlington, VT in 2009. I think it will help bring more cohesiveness to the local technology community since many of her customers work in technology-related industries. As a precursor to its opening, we hosted a Jelly at Found Line in July, inviting entrepreneurs and freelancers to work in our studio for an afternoon. Here are some photos from the Jelly and another one at the Burlington Free Press.

Vermont Code Camp

September saw the first ever Vermont Code Camp, bringing together people from local technology communities around .NET, PHP, Ruby, and Python. The event was a huge success with 85 attendees and 19 sessions. I had a small part in organizing the event but the real credit goes to Rob Hale, Julie Lerman, and everyone else who organized, volunteered, and presented. I also gave a presentation on Resource-Oriented Web Services as part of the code camp.

Resource-Oriented Web Services

View more documents from Bradley Holt.

ZendCon

ZendCon is the biggest conference of the PHP community, and this year's event was my second ZendCon. What can I say? The talks were excellent. The people were even better. I ended up co-presenting at the UnCon with Michelangelo van Dam and Anna Filina on the role of a PHP user group.

Moving On

2009 seemed to be the year for people in the PHP community to change jobs. Following that trend, I made the move to Found Line full time last month, leaving Vermont Oxford Network. As I said before I'm very happy to have more time to focus on our clients' projects and to work with free/open source software and open standards full time.

Work

2009 was a busy year. Some of the work included:

• helping ThinkFlood launch their RedEye product by building their website and eCommerce application (see the Rackspace Cloud blog post on the launch);
• building a news article management tool for NEHP's website;
• creating Vermont Public Radio's Artist Mug Gallery, Champlain 400, School Closings, Search, and States of Marriage pages;
• launching Common Good Vermont; and
  
• developing and maintaining a line of business web application for the University of Vermont.

Phew—a lot to say! I hope you had a good 2009, and have an even better 2010.

Common Good Vermont

See Common Good Vermont at its new home on bradley-holt.com.

The other day we launched the first iteration of the Common Good Vermont website. From the about page:

Vermont (pop. 621,000) is a small, tightly knit rural state proud of its independent spirit and high levels of civic engagement. Vermont's independent sector (3000+ organizations, $4 billion annual revenue) plays a primary role in the delivery of human and cultural services and in the preservation of the state's cherished natural resources. Most social services—food, shelter, healthcare and education—are delivered within local and regional community settings.

Often separated by geography (mountains, rivers, lakes), Vermont's 251 towns and 14 counties are increasingly knit together by broadband "build-out". Common Good Vermont leverages these electronic networks to bridge the barriers of Vermont's geography and the "beaten paths" of its hyper-local networks. New human and electronic networking activities will support the delivery of information and innovation to the state's community builders: project volunteers and professionals who, by virtue of their civic and nonprofit roles and responsibilities, are the lifeblood of the "green mountain state". Common Good's place-based and community virtual events are designed to improve the capacity of so many "small networks" that, improve Vermont's unique "quality of life".

Common Good Vermont aggregates content for (and from) Vermont independents and nonprofits by pulling in RSS and Atom feeds including blogs, news sources, social bookmarks, and event calendars. The goal is to serve as an information hub encouraging knowledge sharing and increasing cross-organization communication. Content is currently organized by a combination of taxonomy (categories defined by Common Good Vermont staff) and folksonomy (tags from the feeds themselves). Our goal is to eventually remove the taxonomy layer and have all content organized completely by broad and, to a lesser extent, narrow folksonomy. However, the taxonomy layer is there for now to allow a certain amount of curation while we seek out, connect, and aggregate additional sources of information.

Common Good Vermont is built using Zend Framework and hosted on Rackspace Cloud Sites. Components from Zend Framework used include its MVC system, Zend_Application, Zend_Feed_Reader, Zend_Tag_Cloud, Zend_Search_Lucene, Zend_Paginator, Zend_Db, Zend_Date, Zend_Auth, Zend_Acl, and Zend_Form. Stay tuned for future iterations to the website!

Moving On

See Moving On at its new home on bradley-holt.com.

Today is my last day at Vermont Oxford Network and I will now be working at Found Line full time. This was not a decision I took lightly. Vermont Oxford Network is a great place to work and they've got an excellent team. For the last four and half years I've been developing software that improves health care for newborn infants. I feel like I've made a contribution beyond just the work. However, it's time to move on to something different.

Jason and I started Found Line almost five years ago and I'm looking forward to helping him and Liz continue to grow the business. We've got some really great clients and I'm very happy to have more time to focus on their projects. I'm also excited about the opportunity to work with free/open source software and open standards full time. So, time to go catch up on some work!

RedEye Universal Remote Control

See RedEye Universal Remote Control at its new home on bradley-holt.com.

Today one of our clients, ThinkFlood, launched their RedEye Universal Remote Control for the iPhone and iPod touch. The device and application combination allows you to "use your iPhone or iPod touch to control your TV, stereo, cable box, DVD player, and many other devices that receive standard (infrared) signals." The product launch got some great press coverage including from CrunchGear, Gizmodo, Macworld, iPodNN, Engadget, TUAW, and Wired’s Gadget Lab. Our work with ThinkFlood has included developing their brand identity, packaging, and website.

The latest iteration of the website includes eCommerce functionality allowing ThinkFlood to sell their RedEye device directly to consumers. The eCommerce section includes a shopping cart and an easy-to-use two page checkout process. While the checkout process is simple for end users, there's quite a lot happening behind the scenes with the integration of multiple APIs. The website is built using Zend Framework and thanks to Rackspace Cloud Sites everything has remained running smoothly even with all of the press coverage and associated traffic.