Branding Abroad: The French Riviera

Customer acquisition costs are rising and hurting profitability for brands, according to a new study by SimplicityDX. Merchants are now losing $29 for every new customer, compared with $9 in 2013 — a 222% increase. Moreover, the study points to estimates that acquisition costs have risen by 60% in the past five years. And marketers have been affected by such complications as these: *The introduction of iOS 14.5 *The demise of third-party cookies *Increased consumer privacy legislation such as CCPA and GDPR

We’ve passed the six-month mark of living through a global pandemic. I’m not sure it’s an anniversary worth celebrating – it’s more of a ‘day-that-will-live-in-infamy’ type. In the retail world and working with consumer-facing brands, we’ve observed that many with a direct-to-consumer orientation have fared well. In contrast, the broader spectrum of the retail and consumer services sector has not. I’ll try to be as diplomatic as possible here – if there’s one thing Americans don’t like, it’s being told what to do. We tend to think of ourselves, our families, and our immediate communities – and probably in that order – as the best sources of information. State and federal guidelines tend to (at least initially) be met with resistance, especially when those guidelines affect one’s ability to earn a living, visit with family and loved ones, or eat a meal indoors at a restaurant. What the pandemic has revealed is simple: culture matters. Congregating limitations and business closure edicts, and the delay in loosening them, have put our culture on ice. Although, not entirely. read more at: https://cohereone.com/the-pandemic-matters-of-culture-and-why-direct-to-consumer-brands-are-thriving/

A study released by R.R. Donnelley & Sons Company reveals marketer perceptions of macro trends impacting today’s consumers, which in turn influences the approach to reach them. The Macro Marketing Reportshowed primary concerns include shifting of buying power to new generations (89%), ESG-related concerns (84%), a changing political climate (80%), and workforce changes (78%). The company’s third annual marketing industry report found that while marketers are embracing new channels, such as the metaverse, they are also looking for innovative ways to leverage more traditional approaches. Marketers are turning to direct mail to engage with today’s digitally fatigued consumers, with nearly three-quarters (73%) reporting direct mail has either kept the same level of importance or increased in the last year.