Why there is a rise in virtual marketing office – The Financial Express
Since information technology has been evolving independent of the behemoths who dominate the Internet business, this has led to the rise of data storage using blockchain technology.
By Biswajit Das
Surely, Berners-Lee (inventor of the Internet) did not expect that the internet would one day be controlled by a handful of behemoth corporations like Google, Facebook, Microsoft, Amazon who dominate the web and become owners and profit from the data!
Fortunately, the core constituents that built the Internet hardware and software technology as well as bandwidth are not solely in the hands of these behemoths. (There was an attempt by some behemoths to control the bandwidth in cahoots with telcos, which was successfully blocked by Government regulations driven by popular opinion.)
Today, any company with the resources can easily set up web server clusters to handle humongous volumes of data and transactions. Heres how it happens.
Technology To The Fore
Since information technology has been evolving independent of the behemoths who dominate the Internet business, this has led to the rise of data storage using blockchain technology (a by-product of crypto-currency) along with distributed ledger technology. Not to mention revival and evolution of statistical programming (read: AI/ML) computer programming languages like R and Python. On another note, server farms have become commonplace with the easy availability of high-quality hardware and a lot of open source software. Its feasible for large corporations to manage their own large private clouds instead of outsourcing.
All the above developments make a clear case for democratisation of business transactions with decentralised data storage, viz. without any central mediator or marketplace.
Since information technology has been evolving independently of the behemoths who All this will ultimately reduce the dependence on marketplaces which are based on centralised fat servers run by behemoths who make their billions by selling private data to potential advertisers.
Web 3.0
As far as the business Web is concerned, we can expect more peer-to-peer transactions and communications, transparency, opt-in that allows individuals and companies to take ownership of their precious data and transact in their own time.
So, with Web 3.0, will there be any significant difference between private platforms (aka walled gardens) and public platforms (marketplaces)? And how will the marketing function be affected in this process?
But first, lets define what we mean by a Private Platform. Any server cluster which holds the data and manages transactions of an individual enterprise or group (as against an aggregator or marketplace) is a Private Platform or the new walled garden.
Earlier, walled gardens referred to aggregators and marketplaces which would restrict their users access for profit motives. For example, Linkedin would not let you mention your email id in any communication to ensure that you communicate only within Linkedin.
Private platforms always existed, But they were inward-focussed and communicated with internal systems like ERP, CRM, etc. They were not open to their users communicating outside Linkedin.
Both private platforms and public platforms can have similar infrastructure. Both can access humongous server power, technology, bandwidth and reach. Private platforms aggregate data for their own use as against marketplaces who sell data as a business model.
Going forward, private servers will communicate smoothly with external public platforms and most importantly, directly with other private platforms.
The Virtual Marketing Office
With decentralised infrastructure and application platforms replacing todays centralised tech marketplaces, private marketing platforms will become the virtual marketing offices of the future. Controlled by businesses and entities who will own the data, with minimum invasion of privacy and interruptions.
Today, every large marketer faces a serious problem of managing marketing investments because of the multitude of options, each of which requires a specialist. Marketing activities are spread over multiple markets and managed independently by different offices.
To orchestrate the entire set of marketing investments in todays volatile and complex market, large marketing departments need to track their plans and their execution constantly. Tracking requires that all marketing data be available in a single place something thats easier said than done.
Thats where a private marketing platform plays a role by bringing together marketing planning, marketing operations, data visibility and analytics together in a single integrated platform which facilitates virtual collaboration.
Initially, private platforms communicate with internal systems to create a single integrated end-to-end user experience, ensuring that all relevant data is available in a single place.
Going forward, with more private platforms entering the ecosystem, private platforms will start talking to other private platforms as well as public platforms, relying more on peer-to-peer distributed transaction ledgers rather than large marketplaces and aggregators.
The author is founder of Brandintelle. Views expressed are personal.
Read Also: How OTT will be the new advertising platform for advertisers to reach their consumers
Follow us on Twitter, Instagram, LinkedIn, Facebook
Get live Stock Prices from BSE, NSE, US Market and latest NAV, portfolio of Mutual Funds, Check out latest IPO News, Best Performing IPOs, calculate your tax by Income Tax Calculator, know markets Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.
BrandWagon is now on Telegram. Click here to join our channel and stay updated with the latest brand news and updates.
Read more here:
Why there is a rise in virtual marketing office - The Financial Express
- Internet Advertising Revenue Report: Full Year 2024 - IAB - April 23rd, 2025 [April 23rd, 2025]
- Google Broke the Law to Keep Its Advertising Monopoly, a Judge Rules - The New York Times - April 23rd, 2025 [April 23rd, 2025]
- What is SEO Marketing? Definition, Importance, and Types (2025) - Shopify - April 23rd, 2025 [April 23rd, 2025]
- Marketing genius? Kanye West reveals disturbing childhood experience with cousin, leaves Internet in shock - Mint - April 23rd, 2025 [April 23rd, 2025]
- The Comprehensive Guide to Digital Marketing: Strategies, Trends, and Future Insights - openPR.com - April 23rd, 2025 [April 23rd, 2025]
- AI-Driven Lead Generation: How to Get Found, Build Trust, and Grow in 2025 - MITechNews - April 23rd, 2025 [April 23rd, 2025]
- Types of Digital Marketing: The Marketers Toolkit for 2025 - Simplilearn.com - April 16th, 2025 [April 16th, 2025]
- 8 Digital Marketing Trends That Will Dominate! - Simplilearn.com - April 16th, 2025 [April 16th, 2025]
- 12 Types of SEO | Top SEO Techniques to Increase Traffic in 2025 - Simplilearn.com - April 16th, 2025 [April 16th, 2025]
- AppsFlyer and NAVER Announce Audience Integration to Enhance Digital Marketing Capabilities - Business Wire - April 14th, 2025 [April 14th, 2025]
- Is Digital Marketing a Good Career: Unveiling the Truth - Simplilearn.com - April 14th, 2025 [April 14th, 2025]
- Hi! It's Duo: The Marketing Strategy Behind the Internet's Favorite Green Menace - Adweek - April 14th, 2025 [April 14th, 2025]
- Top 15 Creative Marketing Ideas To Grow Your Business - Simplilearn.com - April 14th, 2025 [April 14th, 2025]
- Best Marketing Certifications for Your Marketing Career - Business.com - April 5th, 2025 [April 5th, 2025]
- Jio led mobile internet market in key performance metrics in H2-2024: Ookla - ANI News - April 3rd, 2025 [April 3rd, 2025]
- Audio Visual Over Internet Protocol Market Size and Growth Forecast by Application, Type, and Region - openPR.com - April 1st, 2025 [April 1st, 2025]
- Best Travel Website of 2025 to be Named by Web Marketing Association in 29th Annual WebAward Competition - PR.com - March 20th, 2025 [March 20th, 2025]
- Navigating the Future: Healthcare Digital Marketing - openPR - March 20th, 2025 [March 20th, 2025]
- ELC Partners with Adobe to Scale the Production of Digital Marketing with Firefly Generative AI - Estee Lauder Companies - March 15th, 2025 [March 15th, 2025]
- Transitioning from Traditional to Digital: 5 Legacy Brands Crushing It - Spiceworks News and Insights - March 15th, 2025 [March 15th, 2025]
- Future of the Digital Marketing Market: Insights, Current Trends & Forecasts - openPR - March 15th, 2025 [March 15th, 2025]
- Market capitalization of the largest internet companies worldwide as of October 2024 - Statista - March 9th, 2025 [March 9th, 2025]
- Why outdated data is costing dealers more than they realize April Simmons | Horne Auto Group - CBT Automotive News - March 7th, 2025 [March 7th, 2025]
- Next Wave of Gaming Advertising Innovation Takes Center Stage at 2025 IAB PlayFronts - IAB - March 5th, 2025 [March 5th, 2025]
- Digital marketing needs a reset heres where to start - Retail Week - March 5th, 2025 [March 5th, 2025]
- How genius marketing campaign sent Oasis fans into a frenzy and lit up the internet - Prolific North - March 5th, 2025 [March 5th, 2025]
- Top 8 CEOs of Digital Marketing Agencies in Houston - Influencer Marketing Hub - March 3rd, 2025 [March 3rd, 2025]
- Trends Shaping the Transactional & Marketing E-Mails - GlobeNewswire - February 27th, 2025 [February 27th, 2025]
- The Remarkable Story of Aleksandr Alimov: How the Creator of Multilanding and Hypersegmentation Changed the Game in Marketing - Tech Times - February 27th, 2025 [February 27th, 2025]
- What is Programmatic advertising: Career and beyond - India Today - February 27th, 2025 [February 27th, 2025]
- How blockchain is changing digital advertising and consumer trust in the UK - London Daily News - February 18th, 2025 [February 18th, 2025]
- SEO Spring Training 2025 Conference Returns to Chandler, AZ, May 1-4 2025 - StreetInsider.com - February 14th, 2025 [February 14th, 2025]
- Internet Ad Spending Market Competitive Research And Precise Outlook 2025 To 2033 | Facebook, Google, LinkedIn - openPR - February 12th, 2025 [February 12th, 2025]
- Internet of Thing Container Solution Market Survey Report 2025 - openPR - February 7th, 2025 [February 7th, 2025]
- Kenyas Internet Advertising Market Projected to Be the Fastest Growing in the World - Kenyan Wallstreet - February 3rd, 2025 [February 3rd, 2025]
- VCI Global Moves to Acquire Award-Winning Digital Marketing Firm in Singapore - GlobeNewswire - January 26th, 2025 [January 26th, 2025]
- Display & Video 360: the demand side platform for a connected internet - The Keyword - January 26th, 2025 [January 26th, 2025]
- I had 4 startups fail before I started making 6 figures a month from my digital marketing company. Teaching the lessons of my failures led to my... - January 26th, 2025 [January 26th, 2025]
- Internet of Medical Things Market to Witness Massive Growth (2024-2031): Abbott, ResMed, BIOTRONIK. - openPR - January 26th, 2025 [January 26th, 2025]
- Internet Micro Drama Market To Witness the Highest Growth - openPR - January 26th, 2025 [January 26th, 2025]
- IAB Report Highlights Optimism in Digital Advertising with Double-Digit Growth for Retail Media, CTV, and Social - IAB - January 19th, 2025 [January 19th, 2025]
- AT&T bows out of huge home internet market area as new law takes effect - PhoneArena - January 19th, 2025 [January 19th, 2025]
- Market share of the leading broadband internet providers in Germany from 2011 to 2023 - Statista - January 19th, 2025 [January 19th, 2025]
- Amazon aims to branch into UK internet market with satellite broadband plan - The Guardian - January 9th, 2025 [January 9th, 2025]
- Best Omnichannel Marketing Platforms and Why Your Business Needs One - Influencer Marketing Hub - January 1st, 2025 [January 1st, 2025]
- Mozilla reclaims the Internet in new rebrand - Marketing Interactive - December 10th, 2024 [December 10th, 2024]
- Insights into the Digital Brand Registration Platform Market - openPR - December 10th, 2024 [December 10th, 2024]
- IPG sells Huge and buys tech: has digital been trumped by data? - More About Advertising - December 5th, 2024 [December 5th, 2024]
- Satellite Internet Market to Reach USD 15.07 Billion by 2030, Growing at a CAGR of 12.65% - openPR - December 5th, 2024 [December 5th, 2024]
- (PDF) WhatsApp Business Application as a Digital Marketing Strategy of UMKM - ResearchGate - December 5th, 2024 [December 5th, 2024]
- 20+ Must-have Digital Marketing Tools: Skyrocket Your ROI - Simplilearn - December 2nd, 2024 [December 2nd, 2024]
- Hindustan Unilever shares a glimpse into the future of Internet, Advertising and Traditional Media - CNBCTV18 - December 2nd, 2024 [December 2nd, 2024]
- Director of digital marketing vs. CMO: Which pays better in ecommerce? - Digital Commerce 360 - November 28th, 2024 [November 28th, 2024]
- Haoxi Health Secures RMB30M Digital Advertising Contract with Tengyuan Media | HAO Stock News - StockTitan - November 28th, 2024 [November 28th, 2024]
- 14 Benefits of Digital Marketing in 2025 - Simplilearn - November 28th, 2024 [November 28th, 2024]
- Meet The Founder of a Black-Owned Digital Marketing Agency Devoted to Helping Black Businesses Thrive Online - The Citizen Newspaper Group - November 23rd, 2024 [November 23rd, 2024]
- Internet of Everything Market to reach a market size of USD 59.40 billion by 2030 - openPR - November 23rd, 2024 [November 23rd, 2024]
- 24 AI marketing tools your team should be using in 2025 - Sprout Social - November 17th, 2024 [November 17th, 2024]
- U.S. B2B CMOs' expected change in ad spend 2024 - Statista - November 17th, 2024 [November 17th, 2024]
- Meet the Founder of a Black-Owned Digital Marketing Agency Devoted to Helping Black Businesses Thrive Online - BlackNews.com - November 12th, 2024 [November 12th, 2024]
- Digital advertising spending in the United Kingdom (UK) from 2007 to 2020 - Statista - November 12th, 2024 [November 12th, 2024]
- MyOnlineMarketer.co.uk and The Funnel Guys Announce Strategic - openPR - November 12th, 2024 [November 12th, 2024]
- Digital Marketing Services Market Growing Popularity and Emerging Trends in the Industry - openPR - November 12th, 2024 [November 12th, 2024]
- Web Marketing Association's 23rd IAC Awards to Name Best Online Advertising Campaigns - PR.com - November 5th, 2024 [November 5th, 2024]
- All the tools of the trade: Digital Marketing Lab provides space for experience and experimentation - Bryant University - November 5th, 2024 [November 5th, 2024]
- Online payments and ordering company Tech 2 Success Acquires Supply Wizards - Vending Market Watch - November 5th, 2024 [November 5th, 2024]
- In Depth: AI Is Taking Internet Advertising by Storm, but at What Cost? - Caixin Global - November 5th, 2024 [November 5th, 2024]
- Reinventing the Digital Agency Model with a Global Marketplace of On-Demand Experts - GP Bullhound - November 5th, 2024 [November 5th, 2024]
- Top Affiliate Marketing Trends To Leverage This Year (2024) - Shopify - October 23rd, 2024 [October 23rd, 2024]
- Mobile Internet Marketing Market is Set to Experience a Revolutionary Growth | Google, Facebook, Twitter, LinkedIn - openPR - October 12th, 2024 [October 12th, 2024]
- IoT Internet Service Market Size and Industry Growth Analysis - News in Assen - October 12th, 2024 [October 12th, 2024]
- Below-the-Line Advertising: Definition and Use in Marketing - Investopedia - October 11th, 2024 [October 11th, 2024]
- Meet The 7 Most Popular Search Engines In The World - Search Engine Journal - October 11th, 2024 [October 11th, 2024]
- Agricultural Internet of Things Platform Market Business Insights, Key Trend Analysis - News in Assen - October 11th, 2024 [October 11th, 2024]
- New Trends of Internet Of Medical Things (IoMT) Market - openPR - October 11th, 2024 [October 11th, 2024]
- Teleoperation and Telerobotics in Industrial Internet of Things (IIoT) Market Growth Factors & Key Statistics - News in Assen - October 3rd, 2024 [October 3rd, 2024]
- Is the word 'Google' losing its shine as search pivots? - Marketing Interactive - September 28th, 2024 [September 28th, 2024]
- My summer well spent: Studying digital marketing in the Czech Republic - Xi'an Jiaotong-Liverpool University - September 21st, 2024 [September 21st, 2024]
- Why is the internet overflowing with rubbish ads and what can we do about it? - The Conversation Indonesia - September 21st, 2024 [September 21st, 2024]
- Juice Media Expands Mobile and Digital Marketing Capabilities Through Acquisitions of Mooko and MDG - PR Newswire - September 19th, 2024 [September 19th, 2024]