The Shift from Paid Digital Ads to Community & First‑Party Touchpoints
As digital ad effectiveness declines and privacy regulations tighten, brands are shifting from paid ads to community engagement and first-party touchpoints. By investing in owned channels like email lists, loyalty programs, events, and brand communities, companies can build direct, trust-based relationships with customers. This approach enhances personalization, boosts long-term loyalty, and reduces dependency on third-party platforms. The transition marks a strategic move toward more sustainable, data-conscious marketing that prioritizes meaningful interaction over broad but impersonal reach.
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