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Examining the Cost of Customer Acquisition in the Age of Walled Gardens

by  // March 23, 2017

With costs rising, marketers face choice between cheaper paths through walled gardens or building out their own profiles at a larger cost.

A convergence of disruption, technological advancements, and internet culture has driven a sea change in the way people make purchasing decisions. This in turn forces marketers to adapt, altering the process and costs associated with acquiring customers.

Consumers shift between mobile, desktop, tablet, apps, web, on-demand TV, live streams, digital ads, social media, and a host of other digital formats that weren’t previously part of marketers’ consideration with a fluidity that makes it incredibly difficult to track. It’s harder than ever for marketers to stitch all of this behavior together into a unified picture of a customer; let alone lead them through a linear customer funnel.


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