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In tandem with the dwindling dominance of the duopoly, direct-to-consumer brands are diversifying their playbook for 2023.
“You could run a successful DTC brand and really only do Facebook, Instagram and Google a couple of years ago,” said Adam Lovallo, founder of digital agency Thesis. “That’s no longer the case.”
In 2023, brands are diversifying their media spend to more channels like TikTok and Amazon, six agency and brand marketing sources told Adweek. And against a looming recession, brands are also trying to find cheaper alternatives to digital platforms altogether, including earned media, affiliates and more branding-based campaigns.