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Social media, the ability for joe-average to be recipient and media mogul at the same time, is as much a revolution. A revolution in democracy. A revolution in business opportunity. A revolution in fun, in entertainment, in job seeking, in cooking, in anything that is from the people-driven, no matter how weird, silly, brilliant or dumb. It’s a real revolution in grabbing the attention of the educated, and the not so.

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Marketers are embracing the digital world because we are much more likely to benefit from it than almost any other profession. To us marketers the digitisation of modern life allows us to be proven relevant, to be proven potent, to be proven absolutely essential.