Tony Chapman: The death of traditional advertising and the rise of consumer collaboration

Marketing specialist Tony Chapman says the old advertising model is dead - now you can use the power of data to focus and hyper-target consumers. As the founder and CEO of Capital C, he finds real value in the ability to market to niche audiences thereby creating an opportunity to take the personal habits and better understand their wants, needs and desires. The outcome: consumers get what they want and businesses have a relationship with their consumers, leading to better products and services.