Please do read this excellent article by veteran tech columnist Walt Mossberg. 

His premise, that there has been a continuum from the earliest PC to the present day of technology hardware being increasing small and discrete, is clearly true. He argues that this will continue with technology becoming entirely ambient and then discusses the ramifications of that. 

It struck me that similarly marketing & advertising is moving down the same path. Once you would broadcast your message but increasing now the message is ambient - hidden in knowledge delivered through research papers or blogs or, to cite Redbull as an example, through videos of the extraordinary bike skills of Danny MacAskill (Watch this - it is Amazing!)