The lines are blurred today between different marketing organizations. Brands are building their own organizations to not only create content but publish it directly. Media companies are getting into the marketing content business by working directly with brands, using their editorial content creation expertise. And agencies are stuck in the middle, competing with both. All three are not only working together but competing every day. In this confusing world of digital democratization, customers are also suppliers and competitors. Currently, there is a lot of friction in the marketing ecosystem.
A new business model is emerging that crosses all traditional boundaries between brands, agencies and media companies.