Consumers' Great Expectations Will Reinvent Ad-Dominated Marketing Industry

Marketing money is moving from campaigns to the experience around them, because that is where customers now form their view of a brand. Not an argument for abandoning advertising — an argument that it stops being the centre of the plan and becomes one part of it, answering to the same experience the rest of the business is being rebuilt around.

“Advertising will become a critical component in marketing, but not the focal point.”