John Ross, CEO, Shopper Sciences, & EVP, Mediabrands, explains not only how digital made advertising a conversation with consumers, but also goes on to spell out what that means for marketers. Turns out, word-of-mouth is stronger and spreads faster than ever before, with consumers looking for online advice not only from friends, but also from strangers. It's in this area, the shopping itself, where brands have an opportunity to learn more and pull ahead.