Navigating Fragmented Distribution In Marketing (2024)

The headwinds for marketing are that paid acquisition is getting less efficient, partially driven by, you know, like the post cookie world that we live in. There's also just more competition. Like, as big brands are allocating from traditional channels to digital, like, simply the demand supply imbalance is going to shift. At the same time, influence has existed forever. Like, and for a while it was athletes and celebrities in la. The tailwind that exists is just now. Tools have democratized the ability for more people to create. And so what I actually think is like, distribution. It's this weird thing where, like social platforms centralized distribution. But there's this weird thing happening where actually, I'd argue like a weird dynamic is happening, where distribution is actually becoming more fragmented than ever before, because the long tail of building audience is just getting longer and longer and longer every single day.