The harsh words here are unnecessary and don't do anything for your argument.
There were actually plenty of people using the channel when advertisers still had the ability to reach their entire fanbase. There was a long period of time when this was simply the way it worked. Thus, I think it is reasonable for companies to be forgiven for thinking that they would continue to be able to reach this audience in the same manner once they invested in acquiring them.
Now, I have always thought email had more value just because of what you can do with it, but if you tell me to invest in your ad platform to drive people to signup for me to contact them on a page on your platform, and let me reach them for free after the initial investment, I think it is perfectly reasonable to feel extremely cheated when you change the terms of the deal to suddenly double-dip. There is a reason a large part of the ad industry has erupted at FB over this and why anyone spending serious money on social these days is driving all that traffic offsite to places they control, and/or using their own audience data through a DSP with FB simply serving as a "dumb" placement.
Comments
The harsh words here are unnecessary and don't do anything for your argument.
There were actually plenty of people using the channel when advertisers still had the ability to reach their entire fanbase. There was a long period of time when this was simply the way it worked. Thus, I think it is reasonable for companies to be forgiven for thinking that they would continue to be able to reach this audience in the same manner once they invested in acquiring them.
Now, I have always thought email had more value just because of what you can do with it, but if you tell me to invest in your ad platform to drive people to signup for me to contact them on a page on your platform, and let me reach them for free after the initial investment, I think it is perfectly reasonable to feel extremely cheated when you change the terms of the deal to suddenly double-dip. There is a reason a large part of the ad industry has erupted at FB over this and why anyone spending serious money on social these days is driving all that traffic offsite to places they control, and/or using their own audience data through a DSP with FB simply serving as a "dumb" placement.