The three steps marketers must take to be ready for the future of the web

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

The three steps marketers must take to be ready for the future of the web

Antony MayfieldBrilliant Noise

Two opposing forces are trying to shape the web: the commercialised and more controllable centralised system and the freer, more arcane, distributed system. How these two versions of the connected world interact will have massive implications for how brands talk to and serve their customers. This article outlines how marketers can best respond to these changes.

At the close of trading on August 1st 2016, the five most valuable global companies were all US tech giants: Apple, Alphabet, Microsoft, Amazon and...

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