There are still a lot of businesses that conduct business as usual. They produce products as they always have (with updates here and there). They market their products the same way. They adopt the attitude that many failing organizations do which is “Well, we have always done it this way.”
Well, needless to say the emphasis on companies using that attitude would be on the wordfailing. Nothing is the same as it used to be. Sure there are things that marketers have always done and are still effective. Many big brands, for instance, still like to buy TV spots like they always have and have benefited from technology to help better understand the impact of that ad.
Where the “magic happens” (yes, I hate that phrase too but I went there) is when marketers truly align with their target’s behaviors. Look at this chart from data put together by Yahoo and Razorfish as reported by eMarketer.