With so many recent changes in media, it’s important to remember that media does indeed change, but it doesn’t ever go away. Who is going to rule the new class of media, of brand development, of DTC? What is DTC today and how are we approaching it and what do we keep from the DTC heyday into its new evolution of growth? Listen now and join the discussion!

Tirade Against the Funnel

• {00:05:12} “There's a lot of user behavior that was adopted during COVID that was extremely digitally centric and digitally dominant, where the pendulum is swinging back a little bit. There are so many companies that you see out there that just hired wildly during COVID or scaled up, so I think there's a part of this that is a market contraction.” - Orchid
• {00:13:13} “There's going to be an aging out of how old media is consumed and how we look at journalism and how we look at journalism now. But with our generation and the generation even younger, even more so, it's so incredibly factioned off. It's very niche.” - Ingrid
• {00:17:09} “The fundamental way that marketers have been trained for decades is so broken now because there's just no way that you can get that level of awareness to then start to reduce down to the relevance of messages and audiences in order to make, finally, your way down to the conversion where you actually make money.” - Ingrid
• {00:26:28} “Ingrid: If you're fundamentally changing your go-to-market strategy, you have to document and organize the spaghetti that you're throwing at the wall so that when things stick, you know what, why, and where, and then you can replicate.” - Ingrid
• {00:28:17} “In order to make your media more efficient, you got to have better creative. If you have the right creative, the machine will make it more efficient.” - Orchid
• {00:34:38} “The question is how much novelty does your brand need to chase? Or is it just by nature of being on the platform with an interesting enough piece of creative that doesn't challenge the wackadoo creative or creators head-on but doesn't distract from it either?” - Orchid

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