There is life outside of these walls…
The majority of user journeys take place outside walled gardens.
OpenX’s survey states that American consumers spend about 66% of their time on the open web – which is defined as any online property, website or app not owned by a major tech company such as Facebook, Amazon or Google, despite those sites only receiving about 40% of digital ad budgets. By only using walled gardens, brands could be missing out on a huge chunk of the customer mindshare.
Within the open web, marketers have access to a broader range of metrics and information, allowing them to understand the results their campaigns are delivering. It is important for marketers to see this opportunity as this will pressurise ‘walled gardens’ to operate in a more transparent way.
The stark truth of platforms and ecosystems for B2B marketing is that there will never be one dominant platform that everyone accepts and leverages. In fact, there will almost always be several segmented platforms across any industry, making it very difficult for B2B brands to operate in a ‘walled garden’ only environment.
Navigating these spaces can be challenging but essentially it all goes back to basics. Making sure your brand is cohesive and effective while constantly thinking about what else your ideal customer wants, where they reside online, and how to diversify from your competition in the shared eco-system that is digital marketing.
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