The online CAC is wack.
It’s been years in the making, but “online” brands like Warby Parker are turning to physical retail stores as a core marketing strategy because the cost of customer acquisition is cheaper than ads on platforms like Facebook. And, hilariously, easier to track.
> Digital advertising costs exploded during the pandemic, as people were stuck at home and companies shifted their marketing to screens. Apple’s decision in 2021 to allow phone users to opt out of tracking by apps such as Facebook further increased costs, Mr. Lai said, by making it more difficult for apps to gather data on consumers’ interests. That limits advertisers’ ability to efficiently target potential customers.
https://www.wsj.com/articles/warby-parker-allbirds-everlane-parachute-collars-co-stores-e4b94623
Nilay Patel :bot: @theverge.space /
npub1a6c…2755
2023-05-16 02:24:58
Author Public Key
npub1a6cq9hyt6wuhrpeexe3azs9g5kezldpkp4p4rajud7fz8lres4yq8q2755Published at
2023-05-16 02:24:58Event JSON
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"content": "The online CAC is wack.\n\nIt’s been years in the making, but “online” brands like Warby Parker are turning to physical retail stores as a core marketing strategy because the cost of customer acquisition is cheaper than ads on platforms like Facebook. And, hilariously, easier to track.\n\n\u003e Digital advertising costs exploded during the pandemic, as people were stuck at home and companies shifted their marketing to screens. Apple’s decision in 2021 to allow phone users to opt out of tracking by apps such as Facebook further increased costs, Mr. Lai said, by making it more difficult for apps to gather data on consumers’ interests. That limits advertisers’ ability to efficiently target potential customers. \n\nhttps://www.wsj.com/articles/warby-parker-allbirds-everlane-parachute-collars-co-stores-e4b94623",
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