I've heard a lot of people, news sites, trade shows, and even blog/news comments talk about the future of the internet. For the most part, what I've heard usually takes the form apps, mobile, or social media. After all, those are the hottest three buzzwords in the internet community today.

Because of this, many organizations are hiring in these specific categories. I see many jobs for "App Developer" or "Mobile Developer" or  "Social Media Manager". Truthfully, this is a very short-sided and erroneous strategy because neither of those three are the future; they all are the future.

The future is a much larger idea that embodies all three of those areas plus adds on unlimited possibilities. The future of the internet is not in a browser. It's not what we know today of opening a browser, going to a web site, and seeing information. The future is the the information coming to us. It's always connected and it's everywhere. The future of the internet is on your phone, an app on you iphone or Facebook, or your fan page, but it's also on your TV, on you PS3, in your car. The future is information coming to us.

Because of this, a major shift has to happen in the way we use and create information. Before, messages were tailored. We took great time and effort because space was limited. Ads were 30 seconds of visual or audio. It was only 1 page or 1 billboard. Then when the web came around, we could throw everything we had at them. We had unlimited space, unlimited ability to change and the ability to change day to day what was said.

However the focus is now moving into a hybrid of permission marketing with invasive marketing. Now instead of seeing whatever ad was on television, the radio, in the paper or magazine (invasive) or being able to throw it all out on the web for customers to find (permission), the future is will be the hybrid, or as I like to call it, Pervasive Marketing™ . Customers will give you PERmission to be inVASIVE.

The key in pervasive marketing will be creating a message that people will want to hear and keep hearing. You can no longer say whatever you want and hope they listen.  It's time to be on point, consumer centric, and helpful. If it's just advertising, no one will give you permission. This is the future of the internet and all marketing. Get used to it.