This article was based on the interview with Oli Marlow Thomas, Smartly.io by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The rise of fragmented walled gardens, such as Instagram, TikTok, and Snapchat, has presented significant challenges for both brands and marketers. These challenges stem from the fact that consumers are increasingly spending their time on these platforms, making it crucial for brands to reach them effectively. However, the fragmented nature of these walled gardens makes it difficult for brands to create a cohesive and consistent marketing strategy.
One of the main challenges posed by fragmented walled gardens is the need for brands to adapt their content to suit the specific requirements of each platform. Each platform has its own format and style, necessitating the creation of tailored content for each one. For example, shopping ads, video ads, and search ads may all require different formats and approaches. This creates a content gap, where brands must invest significant resources in developing rich and engaging content for each platform.
This content gap also leads to task duplication for marketers. Setting up campaigns across multiple platforms requires significant effort and resources, as each platform has its own interface and requirements. This duplication of tasks can be time-consuming and inefficient for both in-house marketing teams and external agencies.
Measurement and analytics also pose challenges in the fragmented walled garden landscape. With each platform having its own measurement tools and metrics, it becomes difficult to gain a holistic view of campaign performance and effectiveness. Brands may struggle to understand the impact of their marketing efforts and make data-driven decisions when there is no consistent thread connecting the different platforms.
Furthermore, the fragmented nature of walled gardens makes it challenging for marketers to deliver a delightful and valuable experience for consumers. With consumers constantly switching between platforms, it is crucial for brands to create seamless and engaging experiences that resonate with their target audience. However, the lack of consistency and integration between platforms can hinder marketers’ ability to deliver personalized and relevant content to consumers.
The challenges of fragmented walled gardens are multifaceted and require brands and marketers to adapt their strategies and approaches. From creating tailored content for each platform to dealing with task duplication and measurement complexities, navigating the fragmented walled garden landscape requires careful planning and resource allocation. Brands and marketers must find innovative ways to overcome these challenges and deliver a seamless and valuable experience for consumers across multiple platforms.
