The future of Marketing Platforms for Brands

Back in 2009, I remember explaining that social networks were an amazing way for brands to create long-term relationships and that they were the new marketing platforms.
By marketing platforms, I mean tools that have somehow become compulsory for brands to be active on, or at least to explore, in order to follow consumers’ usage. Six years later, things have changed dramatically.

First, social networks have become mostly advertising platforms with a decreasing organic reach. Next, usage has changed with the arrival of Vine, Snapchat, What’s App and Viber.…