From Gareth Kay:

Given this volume of content generation, is our usual strategy of ‘build it and they will come’ one that holds water? Isn’t it time we thought better about how we might swim with, rather than against this, tide? Think more smartly about how we bring online and offline marketing together as one (how do we promote our online content)? Realize a funny ad might not be funny enough (there might be funnier content in culture outside advertising)? Think that we need to either make something more magnetic and beautiful (craft) or be quicker and have a more disposable attitude to the stuff we make? Any way you loom at it, it’s quite sobering to see how truly frenetic culture has become.