We’re on the verge of a new era in which the Internet becomes pervasive. WiFi, coupled with laptops is the first significant step toward this pervasiveness at home and over the next decade this will expand into urban areas at large.   Although the much mooted “one perfect device” is still a long way away, ultimately all sorts of objects will be seamlessly connected to the Internet; the only limit is imagination. 

When this happens, every significant purchase decision – in a “real life” store or online – will be subject to price comparison and product feature comparison, at the point of purchase.  Effectively, the Internet will become another element in the in-store media arsenal.  As well, the coming together of the Internet and outdoor will create many new opportunities. 

As the Internet becomes more pervasive, a blurring will occur between online and the “real world”.  It will become commonplace for people to store many personal items online.  It will also affect socialising, in terms of the places where people congregate and the people with whom they interact. 

Going forward, it will be possible for brands to be friends, in a far more meaningful and hands-on fashion than today.   However, in a world where people are always connected, most will put up safeguards to prevent themselves being constantly intruded upon.  Only brands that consumers trust and have a relationship with will be granted access. 

We are entering an era of truly “on demand” media.   Increasingly the power is shifting to consumers who are more actively controlling what they watch and when.   As consumers become more hands-on, they’ll expect more opportunities to interact and participate in their experiences with brands. 

Search is becoming a standard interface via which people navigate to content that matches their interest at a particular point in time.  Content is becoming an experience separate from time, space, channel, even form, which leads to fundamental shifts in the way consumers describe and think about media.  Marketers need to look beyond the confines of individual platforms, and focus on creating experiences with perceived value which engage consumers.

Consumers are also becoming more active in sharing their opinions.  Word of mouth is spreading faster and reaching further than ever before, and is increasingly influential.  Brands should be part of this conversation and seek to build relationships with “influencers” in relevant communities.