Someone I very much respect sent me a link to an article on Ad Week which you can read here.  It is definitely worth reading.  In general I agree with what was written but I do want to point out that what we observe at any point in time is the sum of many waves of change which have different time constant.  For instance, watching TV has a very long time constant. But reality TV has a shorter one.  Things come and go.  And the closer you build a strategy to the youth market the faster the time constant. And unfortunately, it is easier to see changes in the past than changes in the future and it is very easy to mistake transition for the future.   

What I am struggling with is the clutter on the net and the issue of loyalty or lack of loyalty.  It takes time to get a return on investment