The mediums that are used by people are constantly changing and it seems as if entire industries are being left behind. I think the best way to convey this issue is by quoting Gary Vaynerchuk in one of his keynotes...

"Every person here grabs this... [holding up his phone] any time that there is a commercial. Yet 80 BILLION dollars is spent by the biggest brands in the world to make 30 second videos of a jeep going up a hill, or some guy grabbing a beer, or some lady with a baby using some oil. 80 BILLION dollars. It is completely not practical, it is broken and it is the reason that 95% of the Fortune 500 biggest brands in the world have declined in market share over the last two years...

...Once they start calibrating how bad it actually is, when CocaCola and BMW and IBM start taking that money from page 147 of Sports Illustrated, and from a commercial of Guiding Light, and they take those dollars and put them into Facebook and Instagram, the price of our attention is going to go through the roof. 

So I sit here today and plea! and I plea! that if you are not activating your marketing in that ecosystem, you are going to miss the golden era of Facebook marketing and you're going to regret it."