Video is an example. If you haven't started using your cheap smartphone and video cameras to use video more this year to present your website, answer customer questions, and communicate one-on-one, you're not even using the tools to their advantage. If you focus on the words, it's like always putting a stamp on all your letters and taking them to the post office. Your marketing department must become a media and education department. Marketing has moved from creating small, impactful messages to producing content that moves people over a period of time to make you their provider.