Disintermediation and the curious case of digital marketingPosted: February 18, 2013
In economics, disintermediation is the removal of intermediaries in a supply chain, or “cutting out the middleman”. Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet.
Meanwhile from LUMA Partners, we have LUMAscapes, which are pretty impressive visualisations of a number of different parts of the current digital marketing landscape (display, search, video, mobile, social, commerce, digital capitol and gaming). Here’s one for display advertising.
This is going to be a short post.
I thought I’d just make the observation, with very little in the way of commentary (none in fact), that despite the internet’s reputation for disintermediating everything it touches, there doesn’t seem to be much disintermediation going on in digital marketing, that’s all.
Update: I have now tried to answer the question properly, here