{
  "HubID": "2170",
  "Date": "3/7/2023",
  "HubTags": [
    "External Platform Posts"
  ],
  "Contacts": "",
  "Companies": "",
  "File": "",
  "Image": "",
  "Summary": "Before the internet, we had more #brandmarketing and much less direct response marketing.",
  "Notes": "<p>Before the internet, we had more #brandmarketing and much less direct response marketing.</p><p>Web1 and especially web2 gave us a golden age for direct response marketing with the data collection by the big platforms that allowed us to target.<br /></p><p>As web2 progressed the pendulum started swinging towards brand marketing via content marketing.<br /></p><p>Then we started seeing data privacy concerns, followed by Apple's bombshell data privacy changes that made data collection an opt-in. <br /></p><p>This has really sunk direct response and ROAS. Back when results of 3+ were normal, now we can't even get to breakeven.<br /></p><p>I had someone pitch me recently on boosting ROAS from .4 to 2;  that is a non-starter since breakeven ROAS for consumer product companies is around 2. <br /></p><p>And consumers are wise to direct response tactics and prefer not to be sold, but instead, #storytelling be entertained and inspired. <br /></p><p>Where web2 was built for direct marketing, we're seeing that #web3 is ideal for brand marketing. So as the pendulum swings back, #consumerbrands now have a whole new set of tools in web3 to engage in brand marketing. <br /></p>"
}