Building and leveraging audiences is becoming more and more important for buisnesses as todays largest platforms continue to gain depth.
Depending on your business type, there are different options when deciding on what position you want to take. Included in your decision is the overall cost factor that is involved. The earlier you start to build your own audiences on digital, the less your cost will be in the future.
Compare the buisnesses who were early to build their google SEO ranking. Although there is an ongoing cost to keep your positioning on search, the earlier a business started, the less they paid in google advertising in the long run which let them focus on investing in valuable resources that were too expensive to both out-build & out-position by other businesses after the fact.