Call it what you like. The final frontier. The landscape of the future. Or how marketers most likely see it: a brand new medium for advertising, with lots of blank estate and infinite possibilities.

There is no question that the social media, in particular, have invaded a significant part of our lives, even ones that ought to be kept private. As a result, marketers are constantly looking for ways to reach the millions that have embraced digital culture, those who check their half a doze...