The Effect of Media Vendor Service Disruptions in Digital Marketing
Written by Marketing Evolution | Nov 3, 2021 3:45:00 PM
Modern media vendors have changed the marketing landscape forever.
In the past, marketers struggled to reach niche audiences and concretely quantify the impact of their marketing campaigns. But, through the power of rich targeting data offered by Facebook and Google, marketers were provided a unique solution to this problem. Now, marketers are able to pinpoint exactly who they’d like to reach via these companies, and they can easily calculate their marketing ROI through these advertising channels as a result.
This has fueled the growth of companies like Google, Facebook, and LinkedIn – and further cemented their central role in the world of marketing. Unfortunately, their influence has left marketers in a bind multiple times.
Most recently, Facebook experienced six to seven hours of downtime worldwide, resulting in Facebook losing $100 million in online advertising sales. The loss wasn’t only Facebook’s, however. The New York Times reported that one business’s daily revenue dipped by 70% due to the outage, while another experienced a 30% dip in sales.
This brings an interesting question: Are marketers too dependent on a few select media vendors?
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