This is probably the most important aspect of doing work in the digital realm today. From Mediapost:

"... I feel compelled to spill the beans about something said by Mike Rich, senior vice president of AOL Entertainment. AOL, he said, has embraced a "distributed content" model: It can no longer rely on consumers coming to it as a destination, but now must distribute its content, pushing it to online users wherever they happen to be spending their time.

Go read.

This topic is central to a lot of conversations I seem to have been having recently (but both the Mediapost author and the AOL guy articulate it much better than me).

It seems you can't address a client's marketing objectives by building a micro-site and mentioning the URL on your TV ad. You need to get the content out there where they're already hanging out. You need to provide interactivity, function and/or entertainment around that content. And you need to listen to and understand the reaction to that content. This is what makes digital complex (and fun!). It's not set and forget. It's about creating a consumer-centric strategy that acknowledges and respects context. And it's about building in an enduring distributed presence that doesn't die when the TARPs dry up..