There isn’t much that a brand owns when it comes to communication and marketing without being a hostage of some algorithm.
The Danger of Building our Brand in a Rented Space
Yes, we need all the other channels as well. Nobody is saying to do just email marketing and website. What’s clear is that when we have someone’s opt-in, for email or SMS, we don’t have any other gatekeepers.
It also doesn’t mean that we own these people, far from it. What we own is a perfect one to one communication channel between our brand and our customer.
What’s also clear is that when we have a website that we control, we’re not in someone else’s rented space. That website will be there for anyone that uses our brand to reach out.
I don’t want to do it all. I just want to do what we do very, very well as any brand should.
I finished this book in a breeze. Let’s pass to the next.