"For marketers connecting with consumers, for the first time the consumers are connected with each other, and that changes everything," says Joe Talcott, Group Marketing Director of News Limited. There’s no denying the importance of this change. But what does it mean?

Ross Dawson reckons the key word is "influence". The futurist and entrepreneur is so certain of this that he dumped his annual Future of Media Summit and replaced it with Tuesday’s Future of Influence Summit held simultaneously in Sydney and San Francisco.