A Few Mega Platforms Are Quietly Killing Free Traffic. Here Is What it Means For Marketers
I recently published an article on LinkedIn and sent out this press release on the mega platforms. As it says, a small number of websites are gaining control over larger portions of internet traffic. This means that sites like Google, Facebook, Twitter, YouTube and a handful of others are growing their own traffic faster than internet traffic itself is growing.
Systematically these sites are focusing on better monetizing that traffic which is good for their financial performance (in most cases) but it means a major shakeup for marketers.
Look at the major changes at each of the big players. YouTube is under criticism for how it structures its agreements with content providers and its content strategy is highly controversial among big YouTube promoters. Google’s changes have been to reduce the effectiveness of SEO overall while shifting more content to being delivered right in search results. Facebook and Twitter have really gotten serious about advertising. These and many other changes have the effect of promoting paid traffic solutions in place of previously ‘free’ organic ones. Even Amazon’s marketplace and online store strategy shifts eCommerce traffic from several sources (including organic search) to paid Amazon services. All this has big ramifications for marketers
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