The traditional approaches to marketing are being forced to change.
Previously, it was sufficient to shout louder than the others, or come up with a cute, interesting or quite frankly bizzare advert to get noticed. The theory was that when the buying public were in the mood to spend their hard-earned cash, their subconscious would remember the loud, the cute, the quizzical and this would be a push towards a particular brand or product.
Traditional marketing is dead! Long live marketing!