3 Tailwinds Driving Focus on Building Direct Customer Relationships
It’s never been one marketing channel versus other channels, because it’s always been all marketing channels in coordination with each other—and, increasingly, all marketing channels in tight orchestration with each other. That said, three major digital marketing trends are causing brands to increase their focus and investments on email, SMS, loyalty, and other marketing channels where they have the most control over building and reaching their audiences.
- Social media is stagnating overall, and key platforms are declining or at risk of serious declines
- Stronger privacy protections on various digital platforms are undermining advertising and data collection used for targeting
- Generative AI is set to reduce search traffic, particularly for unbranded search terms
Let’s talk about each of these trends in turn.