In a recent advertorial feature in Marketing, two board directors at Weber Shandwick published an article stating that:
2013 will be the year when brands that don't follow their consumers get found out. Most will get found out in the digital and social space. No longer a distinct discipline, digital is a mindset and skillset that must permeate everything in the marketing arena. Everyone must adapt to social media and digital convergence, and probably throw out the customary marketing rule book in the process. Brands need to get this, and get it soon, or they are going to be in serious trouble.