Prepare for the Splinternet. The whole framework of the Web (and Web marketing) is based around the idea that everything is in a compatible format. Any browser, any computer, any connection, you see pretty much the same thing. Now with iPhones, Androids, Kindles, Tablets, and TVs connecting to the Web, that's not true. Your site may not work right on these devices, especially if it includes flash or assumes mouse-based navigation.
Meanwhile, more and more of the interesting stuff on the Web is hidden behind a login and password. Take Facebook for example. Not only do its applications not work anywhere else, Google can't see most of it.
Web marketing has grown since 1995, based on the idea that everything is connected. Google works because the Web is standardized. Not any more. Each new device has its own ad networks, format, and technology. Each new social site has its login and many hide content from search engines.
We call this new world the Splinternet. Here's what to do: choose your devices carefully -- investments in one cannot be transferred easily to others if you make a mistake.
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