We are entering the world of screens - a world where there isn’t a television in each bedroom, a desktop computer, a laptop, an iPod, a navigation system, a mobile phone or PDA - instead there are only screens. In this world, we will refer to any place we get content simply as a screen no matter the size, shape or location. And screens will be available virtually everywhere. Imagine being in the car and having wireless broadband Internet? Think of that navigation system coming to life with more than just directions to your destination. Picture the ability to access the Web site of the restaurant you are passing and being able to view the specials that night and meet the chef - perhaps even see a meal being prepared?
It isn’t far off - this world of screens - a world where your Web site is your micro television station and every business to consumer Web site broadcasts or makes available information and dialogue relevant to their audience. These businesses offer viewers information that creates relationships. And you can’t create relationships by just putting video on the Web. You have to integrate the functionality of the Internet with the video creating interaction and two way relationships. Most traditional media companies believe that the Internet is just another distribution platform for their content. It’s not. The Web has shifted the entire marketing and communication paradigm.
Consumers don’t go to a Web site looking for commercials. They don’t want to view repurposed content that aired on television on the Internet. Marketing on the Internet is not about what you want to tell people or how you would convince them of something; it’s about providing the environment for them to make their own decisions. And that’s not something that happens by applying the same interruption tactics used on television to the Internet. It happens by breaking the traditional rules and providing an environment for exchange - where people can challenge your ideas and really get to understand and know your company.