The document discusses how marketers need to adapt to changing consumer behaviors and the shifting media landscape. It notes that traditional advertising methods like billboards, print, radio, and TV are becoming less effective at capturing consumer attention. It argues that social media platforms require a different approach than mass broadcasting, instead emphasizing engaging in two-way conversations. The key is understanding each platform's psychology and learning to storytell natively on each one. Marketers who do not adapt risk going out of business, as smarter competitors implement more effective strategies tuned to the current media environment.