"We are over halfway through a massive transformation of the advertising industry. Smartphone penetration is getting close to 100% in many parts of the world and it won't be too long (maybe 2-3 years) before most TV and video viewing is streamed on demand and most newspapers and magazines will be read on a screen. At that point, almost all marketing will be digital. In parallel, the amount of data about your customers (and potential customers) is growing exponentially. These two trends are converging to destroy mass marketing, along with the associated slow planning timelines and wasted budgets.
To succeed in this new world, the marketing function needs to reinvent itself fast, and it won't be easy."