As a strong advocate for change, there seems to be a cosmic force that just repurposes certain mechanisms, adapted to the current time, that we can’t deny. I read where Facebook is losing the tween and teen demographic. This makes sense, as the article explained this group doesn’t want Mom, Aunt, Grandma to see private posts to their friends. My mind immediately jumped to why this will not be a loss for Facebook.
Once this demographic jumps to whatever they find suits their social network desires, Facebook will just buy it. After all, that’s what you do when you have more money than god. You buy the competition. It’s analogous to when the big three Detroit auto makers predominated the car industry. They would buy their competition and either absorb them or shut them down (possibly this still occurs, but I have no proof; just think GM Evo).
More closely related to our industry, some of you may remember when a media buy consisted of several independent newspapers, radio and television stations. Then, conglomerates started buying them up and you could place your ads from one source and selecting the “media group” from the rate card. Today, this situation is now applicable to web marketing. Only the medium has changed, from print/broadcast to digital. Your ad purchase will select web or social media properties from Google, Facebook, Yahoo!, Twitter or whoever else appears with a group of digital channels.
The media procurement process has not changed, only the channels. The old adage, “the more things change, the more they stay the same,” applies here.
Note: I know media buying groups have never faded away and still exist for all current marketing channels. My Blog comparative is directed to direct buys.