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?
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.
Channel effectiveness also goes through a loop of effectiveness.