The impact? The impact has been significant. To me, marketing is as straight forward as it gets. Where the eyes of your customer goes, that is where the marketing goes.
Marketing has become more digital, faster moving and delivered on more platforms then ever (mobile phones, in applications, in social media, streamed during video/audio, remarketing, on and on).
The direct impact is that it has opened a lot of doors and companies no longer have to have the biggest $ to compete with the big companies. But...I also believe we have hit critical mass and there are so many platforms and tools that if they aren't managed properly, a lot of money can be lost and a lot of time can be wasted. I see, on a daily basis, companies making poor choices on Social Media and Digital advertising because they have a feeling they "need" to be doing it or are missing out.
Its a fascinating topic worthy of books and books of dialog if we wanted. One thing is for sure, it sure has changed the marketing game.