Mobile is not the future, said Mary Lojkine, product director for CNET UK at CBS Interactive, mobile is now. “We are not a company that thinks about digital first,” she explained, “we are a digital company.”

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Find the one thing that you can do that consumers really want, and do it well, said Chris Maples, Spotify’s UK managing director and European sales director. Spotify is a membership-based music streaming service that has seen huge growth in recent months. The music is licensed from the artist or record label, and offers both a free service, with audio advertising, and a premium version with no ads and unlimited music.

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“Marketing is changing,” said Sean King, CEO of marketing agency Seven: more and more brands want to create their own content and are becoming publishers. Seven creates media channels for its clients, including magazines, websites and books.

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