Distribution is more competitive and expensive

Content CAC has increased 60% in the last 5 years.

Facebook Ads cost increase 43 in a quarter.

SEO CTR are down 25%+ across mobile and desktop.

Across all customer acquisition channels in B2B and B2C, overall CAC is up 55-65%.

Why?

  1. Consolidation in number of new major channels
  2. Tightening control
  3. More companies competing in the limited channels

The lifecycle of channels and tactics has accelerated

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Tactics are most useful when first discovered, then as they get adopted by more people it creates user fatigue and the tactic stops being as useful.

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Channel effectiveness also goes through a loop of effectiveness.