It’s not easy for advertisers nowadays. Gone is the Golden Age of advertising, when there was a monopoly on consumer attention. There’s only so much prime time space available on TV, billboards and in major newspapers. This is also incredibly expensive to iterate enough times to get noticed. Traditional advertising platforms are more likely to be seen as (expensive) wallpaper. A new style of marketing is required to create engagement, and in the digital realm, there’s plenty of room for this.

http://coolfidence.com/stop-shouting-reasons-to-add-storytelling-to-your-marketing-solution-20066

It used to be all about the advertising agency. The father figure and purveyor of cool, telling people what to think and buy. We’ve now moved to a consumer-empowered market, where the customer is the centre of the universe.