Here’s the trap for a whole lot of established brands.

They need to engage with consumers. Because it’s 2018 and because of course they do.

There are a million and one places where they can do that in the digital space. There are communities and channels for every niche. The marketing technology landscape is cluttered and littered. But inevitably a brand will need to deal with the big dogs in social and search and sales: Facebook, Instagram, YouTube, Google, Amazon. These are platforms that promise reach and touch consumers where they already spend all their time.

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