Ubiquitous Internet

April 6, 2008 Author Adam Singer In Digital Marketing and PR

The next generation is certainly a web savvy bunch, which is fantastic. This will spur an even greater demand for web apps, online retailing and push the fusion of merging all things with the Internet, something already happening at an awesome speed. It will also mean you’ll need to understand the web intimately for success as a marketer (or anyone really) in the future world.

The web is clearly the single greatest communications platform ever build, and is reshaping all aspects of the world. I challenge you to find something that hasn’t benefited or been changed due to the web. People used to spend arduous hours looking things up in the Yellow Pages, calling around, getting quotes, and seeking out the information. Now you can instantly look things up in Google and read other user reviews to help you make the right choice.

What’s happening is a push into a free and open information society. The web is engaging people to collaborate on intricate levels never seen before. Yes, there’s a huge layer of fluff, and plenty of people using the web as merely an entertainment vehicle, but those who have unlocked the power for their business, their art or tapped into the seemingly infinite resource of knowledge have benefited greatly.

What the future holds is ubiquitous Internet. That includes the full web in your pocket, which we have already in the form of the iPhone (sorry Blackberry people – your mobile web just isn’t nearly as nice). More importantly, however, is that the web is far and above the best place for all things locally and globally, connecting people, places, ideas and information in proficient, useful and meaningful ways. It has created several walking dinosaurs – the Yellow Pages, the daily print newspaper, mailing your circulars physically. These things still exist today, they’re even still popular. But they are headed for obsolescence.

Restaurants can no longer just be on the lookout for that newspaper restaurant reviewer – now anyone can post their experience and a review on sites like Yelp. If your restaurant, product, service or business isn’t exceptional, you cannot succeed in our open-information society. Word spreads far too quickly and too efficiently.

We’re witnessing it right now with Politics with Hillary Clinton and her fabricated story about landing in Bosnia under sniper fire. The story is all over the Internet:

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So is the story of John McCain jokingly singing “Bomb Iran” to the tune of the old Beach Boys Song (people have been having some fun with this one):

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These are just some of the many, many articles, stories, videos and discussions throughout the web on both of these topics – 100% viral and organic spreading of information. No mediators, no gatekeepers, purely real information and content from real people.

The web forces accountability on politicians, businesses and people. It is creating a better world for all of us and is reshaping cultures, lifestyles, education and the economy. Definitely an exciting time to be alive.