Hasta La Creative!

We’re barely into 2014 and already the biggest digital disruptors are either flexing their muscles anew or apparently getting ready. Google acquired Nest for $3.2 billion, Apple said it has nearly $160 billion in the bank, Amazon is reportedly close to shipping a set-top box for your TV, Microsoft has sold millions of its Xbox One game consoles and Facebook followed its announcement of a record quarter by spending billions to acquire WhatsApp.

It’s an intensifying battle of mythical proportions, and to faraway marketers and product managers in non-digital industries like banking, pharmaceutical or consumer packaged goods, it may seem not worth much thought — because there’s little they can do about it.

True, you can’t affect how the battle proceeds. But marketers of every kind will have to care dramatically about the outcome of these battles, because these giant digital platforms are fighting to define the very nature of audience itself. Thanks to digital disruption, audience will soon no longer matter.

Continue reading at AdAge.com