From campaign based communication to sustained communication. Social had its moment largely thanks to the most disruptive force we have all lived through in the last 4 years: Mobile. For marketers, mobile changed everything. Banners, gone. Flash, gone. Complicated site architectures that couldn’t translate to smaller form factors, gone. For marketers it is important to realize that the market has voted and they believe that, in the future, more and more marketing will flow towards social/mobile companies and away from traditional media companies. Scale: Global. Marketing is no longer about reaching millions, it is about reaching billions. Pace: Mobile is the form factor that all marketing needs to live by. Pattern: Content is having its Moore’s Law moment. As a marketer you need to think about systems Social is at the center of marketing, mobile is the vehicle, and content marketing is the best way into those essential spaces. - Tom Himpe