What hasn't happened yet: the shape of digital to come

There is an assumption that the internet opens up a world of possibilities to the customer, but in reality people tend to stick to the same five or six websites they know and trust. Within these small “villages”, the marketer is replacing the shopkeeper – offering the customer things they might not spot themselves, recommending and suggesting alternatives, and frequently acting as post office, doctor, travel agent and village gossip along the way. With people self-selecting the villages they inhabit, marketers need to ensure they have a presence in those chosen places, rather than trying to drive customers to their own sites, which is much harder.