Ask any Chief Marketing Officer if they want to keep most of their advertising spend and resources within the twin-tower ecosystems of Google and Facebook. My guess is that nearly 100% of them will give some sort of “no,” even if those are the only channels where they’re currently spending.
Expanding advertising channels beyond those monopolies is an established best practice for a few good reasons — the biggest being that high-value customers can be engaged for lower costs elsewhere, online or otherwise.
That said, most brands that come to me for growth strategy haven’t successfully diversified their marketing portfolios beyond Google and Facebook. Some have tested other channels without success; others haven’t attempted to expand.
