At the 2019 Annual Leadership Meeting, IAB released the second version of its Direct Brand Economy report entitled How to Build a 21st Century Brand. This study is an in-depth illustration and analysis of how direct brands are driving a tremendous transformation in the way consumer goods and services are created, marketed, and sold.
Top takeaways from How to Build a 21st Century Brand, which will inform the future of brand marketing, include:
- There is a playbook emerging that takes brands from customer acquisition cost (CAC) to lifetime value (LTV)
- Disruptor brands are acquiring individual customers at scale, overwhelmingly through mobile channels
- Storytelling lowers acquisition costs
- Community turns customer acquisition cost (CAC . . .
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