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McKinsey has argued that marketers need to "hit the reset button" if they are to derive the maximum benefits from digital media. As the company advised using traditional techniques to attract shoppers during the consideration phase and in-store promotions to "sway" them at the point-of-purchase are already out of date. When social media, user-generated reviews and price comparison services are empowering consumers, who are also increasingly keen to engage brands in conversations.

I bet you have read the news from everywhere in the past a couple of weeks about Nestlé, the food giant, has come under crucial pressure on social media sites like Facebook and YouTube regarding its sourcing of palm oil in Indonesia, showing how these platforms are changing communications.

As all the big brands value most, is the consumer insights. Companies spend millions of dollars on focus group, online survey, interviews, so on and so forth to try to listen what their consumers are talking about.

Mobile video is ultimate type of entertainment. Delivered where you want it, when you want it. Can’t be better. Except slow network speed. Specially here in Australia. But 4G will change that.

With speeds up to 10 times faster than 3G, 4G will deliver uninterrupted high quality entertainment on our mobiles. Watching video, browsing Facebook and sending email with attached presentation – all at the same time. On my Nokia, not on iPad, as it’s not multitasking, sorry.

Can social media be successfully leveraged? Just ask JetStar.

Airline giant will move 40% of their marketing and advertising budget, worth $25 million per year, on online and social media. There is no surprise in their decision to accept online and social media as being better solution to leverage ticket sales and specials by JetStar. Surprise is quick move from 5%, percentage that as dedicate to online last year, to 40%.

Today’s AdNews published one article about the hype of social media (http://www.adnews.com.au/adnews-news/telstra-social-media-demands-commit...). Telstra’s executive director of relationship marketing Karen said social media is a courtship not a one night stand. I have to nod constantly and say “yes” & “yes” to this statement.

After 23 years of running ad on Super Bowl, in 2010 Pepsi decided to pull out and forward US$33 million to communities, new projects and social marketing campaigns.

This is just another example of companies aware of today’s movement in media investing in sustainable solutions. Why spending budget on 30 second spot when you can invest in social media that will build brand awareness for a longer period and boost consumer engaging with the brand.

The world is getting smaller and flatter. As the award-winning New York Times columnist Thomas Friedman explained how the globalization happened and why this happened at the dawn of the twenty-first century; what it means to countries, companies, communities, and individuals; and how governments and societies can, and must, adapt.

Online advertising in Australia reached $1,871 million in 2009. Despite cutting of few advertising budgets, reported growth is healthy number of 9.4% comparing to 2008.