Work in Progress: The Now Web
EXECUTIVE SUMMARY
A new Web is emerging, one characterized by constantly updating streams of real-time information, conversation, memes and images that’s markedly different from the static pages that once defined the Web. Given the growing influence of these streams, brands must understand what the Now Web is about and jump in. This Work in Progress explains what the Now Web looks like and examines its implications for mass culture, entertainment and media. It explores what marketing with a Now mind-set means, and takes a closer look at campaigns that have captured the Now....