Marketing is moving from analog to digital and many well established companies have not woken up to this and are still persisting with what was the "tried and true" but is now becoming the expensive and ineffective.
There are essentially 3 elements that have emerged in the last decade that have brought us to this generational shift that I mentioned in a previous post.
1. Social media
2. Mobile devices enabled with wireless broadband
3. Google and other search engines continual evolution