Yawn, Revisited
We were going to write this week about the changing dynamics of funnel measure in light of Facebook and Shopify’s Q4 earnings, but couldn’t create a set of cohesive thoughts in time.
So, we’re taking a break from a full-fledged newsletter this week.
Largely, though, the point we would have been trying to convey is this: With less transparency around funnel dynamics and less effectiveness with Facebook advertising, CPG brands that have launched via the DTC playbook will likely find it necessary to adjust to a world in which they more directly compete with traditional CPG via digital advertising.
If the topic is of interest, we’d encourage you to read this piece from last year, where we discussed the likelihood of retail advertising (mainly Amazon) stealing market share from Facebook.
Based on earnings reports from Facebook, Shopify and Amazon, the landscape seems to be developing as predicted above.