________________________________________________________________________________________________ Brand strategy
The POWER of influence
How North American brands can reduce acquisition costs and use their own customers to grow
By Jaclyn Crocker
The business landscape across North America is about as fast paced and competitive as it gets , meaning growth is a constant pursuit for brands . But it ’ s a difficult time especially for direct-to-consumer ( D2C ) brands as they are experiencing skyrocketing customer acquisition costs amid wider economic challenges resulting in a decrease in consumer spending .
As more and more brands try to compete for consumer attention , demand for online and social advertising has grown which has driven up the cost . According to data from SKAI , social media cost per thousand impressions and average cost per click has risen by 22 percent and 23 percent respectively in the last year alone .
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