Technological factor
‘The world's new corporate elite are not industrialists or bankers, but the great price-cutters of the age, firms like Google, Amazon, Apple.
This new breed of corporate predators is rich because they are driving down prices, including in Australia. Google, Facebook and Twitter have ruined the traditional advertising market; Amazon has destroyed retail margins; Apple's iTunes, along with Spotify and BitTorrent, has collapsed the price of music and movies’
http://www.abc.net.au/news/2014-02-13/kohler-the-ogre-of-deflation/5256662
As you can see from the article, people, especially GEN X and GEN Y, our target market had dedicated their interesting to the social media review. The new way of marketing is not about making good TV advertising but a good viral VDO on Youtube.com or using celebrity to review their product.