Five tips for creating a Splinternet strategy

For the past 15 years, websites have been the prevalent digital modus operandi for businesses, however, all of that changed in 2010 with social, mobile and applications becoming mainstream. As these digital technologies continue to fragment, it has become increasingly difficult for brands to manage and monitor their online presence across multiple markets, let alone understand and act upon the opportunities that are available to them.

 

‘The Splinternet’ is the term we’ve been using to describe this effect where the internet is being segmented into walled gardens; walled gardens that are being created around users, either through subscriber or device driven communities. The two biggest examples are Facebook and new apps that have been created for the mobile community, such as Flipboard and the many gaming apps that come integrated with something like Apple’s Game Centre. The Splinternet is affecting the internet as we know it, creating a number of challenges for agencies and technology players alike who wish to continue to reach users moving forward.

 

The following top five considerations are underpinning the strategies and decision making process of technologists and agencies like ourselves that are navigating this new world.