Traditional ads are failing while marketing budgets shrink. Joe Perello, CEO of Props, explains how to transform creator marketing into a measurable performance channel by hosting authentic content on your own website. His approach blends creator storytelling with paid social distribution, creating efficient retargeting pools that drive conversions while simultaneously improving performance across all marketing channels. The strategy positions brand content as a direct response mechanism, leveraging the brand halo effect to systematically lower customer acquisition costs over time.

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