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As the likes of Facebook become increasingly ‘pay to play’ it feels as though a big divide will open up for brands here.

For those with serious budget, they’ll be able to frequently get their message in-front of lots of people. And for those with smaller budgets, they’ll pick off ever more specific niche segments with tailored messages.

This is already happening, but are brands about to get stuck in the middle (Michael Porter style), doing neither very well…



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