The Audience Issue is always one of my favorites. The topic is so broad and at the end of the day marketing is about connecting with an audience (so really everything we do fits neatly in here).
But as with all good things, it is time for a change. In the past we focused mostly on the "who" that was being communicated to. Where is your audience and in what way are you talking to them. That is only one side of the coin though. The reverse is the tools that you are using to communicate, and when to use each one. Like the tools in your garage, each is best at one specific thing (even though you could technically use a screwdriver as a hammer). The same goes for all of the tools in marketing. From social to email, campaign films and beyond - each is a tool that reaching audience in one effective way.
When reading this issue - don't just think about the voice of the brand and who they are speaking with. Consider the method of delivery and think for your own brand which tool is going to be most effective for you.