Save or Share this Report

For B2C Marketing Professionals

The Splinternet

Preparing For An Internet Fragmented By Devices And Passwords

January 26, 2010

Authors

Why Read This Report

The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs and browsers. No more. The Internet is splintering across proprietary platforms like the Apple iPhone and Google Android. Connected televisions will have their own interactive formats. Even on PCs, social sites like Facebook shatter the unity of the Web with content behind a password, invisible to search engines. Familiar online marketing tools like links, search engine optimization (SEO), and analytics are different or missing in these new environments. Even so, marketers must follow their customers into these environments. Adjust your planning and measurement approaches and get comfortable with experimentation. The future of the Splinternet is one where vendors like Apple perpetuate proprietary platform creation and marketers rely on a modular approach to create interactive customer experiences.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • The Rise Of The Splinternet
  • The Splinternet Lacks The Supporting Elements Marketers Know
  • WHAT IT MEANS

  • The Future Of The Splinternet
  • Related Research Documents

Recommended Research