Marketing Operators E042: Our 2025 DTC Predictions Review
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Jan 15, 2025 Cody and Connor dive into bold predictions for the DTC landscape in 2025, exploring the ups and downs of AppLovin and AI's transformative role in consumer branding. They discuss challenges in customer acquisition and the need for efficient ad strategies, particularly on platforms like Google and Amazon. The episode highlights the shift towards outsourcing and SaaS consolidation, plus innovative measurement techniques for upper funnel marketing. Engaging insights on market dynamics and future investment strategies keep listeners looking ahead in the e-commerce realm.
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AppLovin's Mid-Funnel Impact
- AppLovin's post-purchase survey data revealed interesting insights into customer acquisition.
- Only half of the click-attributed AppLovin purchasers discovered the brand through a mobile game, while 30% initially heard about it on Facebook, suggesting AppLovin's mid-funnel influence.
Testing Branded Search
- Test branded search incrementality, especially after launching top-of-funnel channels like TV or YouTube.
- These channels can increase branded queries, potentially making branded search more incremental.
Jones Road's Branded Search Tests
- Jones Road conducted two holdout tests on branded search.
- The first showed no incrementality for new customers and slight incrementality for returning customers, while the second, after launching TV, showed no incrementality at all.