The internet isn’t just degrading, It’s hurting business. Here’s how marketers can fix it.
Published in WARC.
The internet wasn’t supposed to be this way
As Kevin Kelly wrote in Wired, the web wasn’t just a new channel, it was the start of a new kind of culture. It was dynamic, democratic, and full of potential. It offered brands a chance to build deeper, more meaningful experiences.
But over time, that potential was sidelined.
Digital wasn’t treated as important. It was handed off, deprioritized, or seen as something to optimize, not something to craft. Many websites became afterthoughts: templated, generic, driven by clicks and conversions rather than connection or clarity.
What began as a powerful,...