This means that marketers will need to rethink how they approach content creation and distribution. They will need to understand how content will be broken down from the source and aggregated elsewhere across the web. This means that brands will be everywhere. And they will be nowhere. They will be surfacing on potentially any website, and they will no longer exist as a whole in any place with meaningful traffic – that does not also have aggregated content from elsewhere. As a concrete example, this means that marketers will need to stop thinking about their Facebook page as a destination – a place to drive traffic to, and instead start thinking about it as a platform for publishing – a place to create content that will surface in many places.
I’ve been saying something similar for a short while in a briefing here and there. Paul Adams says it better and more clearly.