The Onset of Marketing Plateau

Due to Channel Shunning

The variety of available marketing channels, along with their capacities for data analysis and measurement, have rapidly advanced in recent decades and continue to evolve at a seemingly daily pace. While more “conventional” methods of marketing are still widely used, more “contemporary” marketing tactics have grown in popularity and integrated into, if not dominated, the campaigns and strategies of today’s marketing teams. In fact, the global market for digital advertising was estimated at $531 Billion in 2022 (compared to just $305 Billion for traditional marketing), up from $26 Billion in 2010, and is projected to reach $1.5 Trillion by 2030, growing at a CAGR (compound annual growth rate) of 13.9%.

This significant growth and shift in budget share has largely been fueled by subtractive thinking and the belief that quantifiable performance data can only be derived from digital channels. These beliefs have led to a newly coined phenomenon: Channel Shunning…

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