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Can Omnichannel Marketing Exist in a World of Walled Gardens?

June 7, 2018

Via: Adweek

The advertising and marketing industries are currently facing two seemingly contradictory problems. First, there’s the confusion of “too many,” the result of a vendor ecosystem that has grown at an unbelievable pace. Second, there’s a problem of “too few,” stemming from the overwhelming dominance that Facebook, Google and, now, Amazon have in the digital advertising ecosystem—dominance they’ve achieved through walled garden strategies.

The too many problem will, most likely, work itself out, whether through acquisitions or companies simply throwing in the towel in a too-competitive environment.

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