CAC: Customer Acquisition Chaos - by Rex Woodbury

Now-established players have learned that Instagram advertisements and influencer campaigns only scale to a point: they can net no more than a few hundred thousand of a brand’s “first best” customers. This has driven a shift toward physical retail and prompted founders to agonize over if and when to peddle their wares on Amazon, making direct to co... See more

We’ve seen tectonic shifts in the advertising world: customer acquisition costs for brands are getting prohibitively expensive, forcing brands to consider alternatives to the Google-Facebook duopoly.