Marketers share the role of CRM and retention has increased with owned channels becoming a bigger priority; brands building out owned consumer journeys too
Industry Trend
Owned Media Focus
As customer acquisition costs (CAC) rise, brands are shifting their strategies to prioritize owned media over rented audiences. This trend reflects a growing recognition of the value of direct customer relationships and the need for sustainable marketing practices.
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Rising Customer Acquisition Costs
Brands rethink ‘rented’ audiences as rising CAC pushes owned media back into foc...
Key Insights
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Rising Customer Acquisition Costs
Brands are experiencing increased customer acquisition costs, prompting a reevaluation of marketing strategies.
Shift to Owned Media
There is a notable shift towards owned media as brands seek to build direct relationships with their audiences.
Sustainability in Marketing
The focus on owned media aligns with a broader trend towards sustainable marketing practices.
Value of Direct Engagement
Brands are recognizing the long-term value of engaging directly with their customers rather than relying on third-party platforms.
Evolving Brand Strategies
As market dynamics change, brands are evolving their strategies to adapt to new consumer behaviors and preferences.
Frequently Asked Questions
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Owned media refers to marketing channels that a brand controls, such as its website, blog, or social media profiles.
Brands are shifting to owned media to reduce reliance on rented audiences and mitigate rising customer acquisition costs.
Customer acquisition costs (CAC) are the expenses associated with acquiring a new customer, including marketing and sales costs.
Rising CAC forces brands to rethink their marketing strategies, often leading to a greater emphasis on owned media.
The benefits of owned media include greater control over messaging, direct engagement with audiences, and cost-effectiveness in the long run.
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Brands rethink ‘rented’ audiences as rising CAC pushes owned media back into focus
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AI-assisted summary, reviewed by our newsroom
As customer acquisition costs (CAC) rise, brands are shifting their strategies to prioritize owned media over rented audiences. This trend reflects a growing recognition of the value of direct customer relationships and the need for sustainable marketing practices.
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