Summary

Paid digital customer acquisition is the biggest marketing channel for many consumer goods companies in today’s hyper-competitive landscape. Proactively finding shoppers and converting them into customers is an increasingly familiar activity. While it might be easier to find potential shoppers early in a company’s lifecycle, scaling customer acquisition can get expensive.

Companies advertise where people spend time, which is increasingly happening on three platforms: Facebook, Google and Amazon. In 2017, Google is expected to make $34 billion in ad revenue, Facebook is expected to earn $15 billion, and Amazon—who is still getting its feet wet—is expected to bring in $1 billion. With total digital ad spending coming to $72 billion, these three players command 69% of the digital advertising market. All three platforms started as free channels for advertisers, only to evolve into pay-to-play models, which drastically increased the costs of customer acquisition.

This report looks at:

  • What’s happening with the digital customer acquisition landscape and why does it matter for the larger consumer ecosystem?
  • What do these developments mean for brands, investors and real estate developers?
  • What should brands, investors and real estate developers do to take advantage of these developments in digital customer acquisition?

Featuring case studies on Facebook, Google, Amazon, YouTube, Instagram, Snapchat

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