Why some marketers are shifting their focus from inboxes to mailboxes

Because the early edges that some early digital marketers were able to exploit have been competed away, “old school” method are making a come back (direct mail)

Now the question is: What will private traffic look like in the U.S.? I don’t know the answer yet because email marketing is still so prevalent. (And, yes, at least it works great.) But I do know that one-way blasts can’t compete with real-time, two-way messaging, especially when Gen Z’s on one end of the conversation.

Maturation of the Direct-to-Consumer market—DTC has been around for a while, shopping online is now common so brands can loosen up, and have a little fun.

One interesting thing I discovered was that Google Search Ads were not generally used as a primary strategy of any of the companies I looked into. After mulling on this, I think this largely has to do with the visual nature of these brands and how much importance is placed on getting those visuals across. Search ads also generally don’t get across ... See more

Growth/Challenger Advertisers: These brands have largely perfected how to promote within a single channel very effectively. Facebook, Instagram, email lists, and community-building are frequent staples with some high-density area out-of-home advertising sprinkled in for good measure. These advertisers are now running face-first into platform limita... See more

What was innovative in 2010 is now table stakes. E-commerce paired with Instagram ads and a modern logo is no longer a novel experience. “DTC was an insight 10 years ago,” said Ben Lerer.