Doug Klein, Senior Director of Marketing Strategy at LEVEL

Monday’s AdAge article, It’s Time to Prepare for the End of the Web as We Know It, left me with a serious case of  déjà vu (note that you must be registered with AdAge if you want to view the article written by Steve Rubel of Edelman Digital). While most cases of déjà vu leave me with only questions, this one was a quick solve. Earlier this year Doug Klein, Senior Director of Marketing Strategy at LEVEL, released Preparing for the End of the Web: A Prophecy for Marketing Executives which gives a deep dive on the evolving eco-system and how marketers must adjust their strategies… no registration required! I asked Doug about what he thought of the article to which he answered:

I think we should be singing “It’s the end of the Web as we know it, and I feel fine.” I agree that there is a major sea change about to take place. But I don’t put all my chips in on that sea being a purely “mobile” one. More devices means more user experiences that take advantage of presentation capabilities (and design around limitations) of different form factors. But we’re not going to gravitate entirely away from one in favor for another. I’ll still have my tablet AND my laptop AND my smartphone AND my gaming console AND my internet-ready TV and… But I think content will have to change. No more one-to-many 24-hour brochures that you visit once and never return to. The web of information is becoming a cloud of information. Real-time, recommendation-driven, self-optimizing. Technologists will pilot the ships on this sea, not marketers. Those who understand connected devices, connected user experiences across disparate, constantly changing devices will plot the new charts. There are many changes coming, and coming quickly, and mobile is in the mix. But it isn’t the entire mix. And the world isn’t flat. – Doug Klein

Now if only I could get that song out of my head!