Marketing is evolving at such a rapid pace and I think what we're going to continue to see happen is the lines blurred between disciplines, between directives and between tools. We're going to have to start focusing more on the outcome more so than the output or the process.

We're trying to solve different problems for different users, and the tools we have to analyse our businesses and understand how we're doing are just constantly evolving. It has required everybody in the field and everybody in the industry to band together in some new and different ways and collaborate in some new in different ways.

It's not as simple as launching a product, making an ad - and the people will come. Our users are smarter and our audiences are more evolved than they once were. Which means as marketers, we have to evolve in how we tell stories and how we connect with those audiences.