Conclusion, Reflection and Outlook

The continuously evolving media consumption behavior is driving the advancement of a “platformization”, presenting brands with ongoing challenges. On one hand, there are clear winners: Retailer brands operate their own platforms, marketplaces, tailored perfectly to customer needs. This poses a significant risk, especially for manufacturer brands. As long as customers conduct their entire customer journey exclusively on these marketplaces, manufacturer brands have virtually no insight into the generated data and no means to control this journey. Additionally, such a dependency is inherently problematic.