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Apple’s AppTrackingTransparency sent advertisers looking beyond Meta and Google for attribution-based advertising.
Most of those budgets went to test performance on other digital or social channels, like TikTok or CTV. But some brands are giving more love to good ol’ direct mail as a way to improve online conversion rates as well as generate closed-loop sales, Ad Age reports.
The DTC activewear brand Vuori, for example, sees catalogs as a customer acquisition strategy, said CMO Nikki Larson Sakelliou. Vuori sends 60% of its mail to a prospective customer base (aka prospecting, not retargeting).
Clothing retailer Smartwool, on the other hand, sends mail primarily to existing customers to stand out from email or social feed clutter. Wayfair also considers catalogs a more personal customer connection.
In a survey of 160 DTC brands, 44% increased their direct response budget in the past year, reports marketing agency SeQuel. And half of those brands cited climbing customer acquisition costs on other digital channels as a reason why.
Ready For Reddit?
Twitter’s post-Elon Musk travails have kindled small fires under a number of would-be social challengers, like Post, Hive, Spill and Mastodon.
But the emphasis is on small fires.
If anything, Twitter’s moment of vulnerability right now reveals how immense the moat is between scaled platforms with hundreds of millions of users and startups trying to make a living on the margin.
Mastodon, probably the biggest relative gainer of that set, went from 300,000 accounts to 3.5 million in the seven weeks since Musk’s Twitter takeover, The Verge reports. That’s massive, considering it took Mastodon six years to reach 300,000 users. Still, even with that wave, Mastodon’s total of 3.5 million monthly actives (who are at risk of churning or returning to…
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