As a creative director with a wide variety of clients, I have yet to see the old tools of the trade permanently retired to the tool shed just yet. As a result, it's important to realistically correct some of the myths about marketing that seem to persist these days.

They hold the keys to the creative kingdom, can make even crappy ideas sound like poetry in a pitch, and always have cool shoes. But with digital taking increasingly larger portions of client budgets, has the creative director's time as the exalted leader of creativity island come to a close?

It's obvious that businesses will have to undertake a major transformation in consumer interaction, but how can this be accomplished when so many CMOs have not taken the social media world to heart?

Instead of leaving Austin's SXSWi 2013 with a large sack full of complex, emerging technology news with little or no practical application to the brands and businesses we work on, I want to highlight two "Disruptive" technology movements that can help marketers transform what they do.

In the early days, way back a decade or so ago, the big hope was that digital would create a new era in metrics -- it would be possible to track marketing spend marketing results and get some solid figures on ROI. Sure enough that's what happened, more or less, with display advertising.

Over the last 20 years work has been reinvented, restructured, and rebooted. The top-tier and bottom level of what working means has been redefined by corporations, visionaries, technologies and individuals.