The profound effect of this disruption can already be seen happening on a smaller scale if you observe the marketing space in the recent years. Small brands ca

The profound effect of this disruption can already be seen happening on a smaller scale if you observe the marketing space in the recent years. Small brands can now compete without fat advertising dollars. Content marketing is becoming more relevant than ever. I recently got in touch with a small marketing agency which is publishing interviews with athletes for one of their clients, a sports sock manufacturer. You don't need billboards, flyers or TV ads to drive awareness, you can leverage free and paid marketing channels to build your business without burning loads of cash. Marketing today is less about budgets but more about how you can effectively execute on various parts of digital marketing - social media, content, paid ads and SEO. I can guess it will be a big win for consumers in the upcoming years; not so sure about incumbents.