And why it's not necessarily a good thing
| | | Digital ad spend is booming.
A new market report dropped this week: digital ad spending is projected to hit $1.5 trillion by 2034 - a 147% increase from today's $600 billion.
On the surface, that looks like validation of our industry's growth trajectory. More businesses going digital, more budget flowing into online channels, more opportunities for everyone.
But here's what those numbers actually reveal: we're in a cost spiral.
Think about it. If ad spending nearly triples over the next decade while internet users grow at just 1.8% annually, where's that extra money going? It's not reaching more people - it's paying higher tolls to the same gatekeepers.
Google's been perfecting this playbook for years. Roll out AI Overviews that push organic results below the fold. Expand Shopping ads that crowd out everything else. Test new SERP features and AI Mode (which may become the default experience soon) that force advertisers to buy their way back to visibility they used to earn.
Each "innovation" extracts more rent from marketers desperate to maintain their traffic. And we keep paying because the alternative seems impossible.
But it's not. There is another path, and it's hiding in plain sight.
The brands that'll weather this cost inflation aren't just optimizing for Google's latest features but also building direct relationships with their audiences. Email lists that grow every month. Communities that engage regardless of algorithm changes. Content hubs that people bookmark instead of search for.
In other words, they're diversifying their marketing channels and shifting the focus to channels they truly own. Want to learn how to do it? Grab our ebook, if you haven't already, and dive into the following reads. |
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| | | While marketers burn budget chasing algorithm changes and rising ad costs, smart operators are building their own digital real estate. This guide reveals how to shift from expensive "rented" platforms to owned channels that you actually control. Includes frameworks for balancing your marketing mix and real case studies from companies that weathered major platform disruptions because they owned their audience relationships. | |
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| | | 📝 The Ultimate 100+ Items Email Marketing Checklist: Stop wondering why your emails underperform. This comprehensive checklist covers everything from legal compliance to deliverability optimization, built from analyzing 4+ billion emails.
📉 Google Disables the &num=100 Parameter: If you noticed a massive drop in the reported impressions in your Google Search Console this past week, this might be the reason. 🎯 Google-Criteo Deal Unlocks Retail Media: Google's Search Ads 360 now connects to 200+ retailers like Best Buy, Costco, and Target, giving brands an alternative to Amazon's advertising dominance. 🛒 15 Abandoned Cart Email Examples and Best Practices: 79.53% of shoppers abandon their carts, but smart retailers are recovering $5.81 per email sent. Discover the psychological triggers and timing strategies that convert hesitant browsers into paying customers. 🎁 8 Win-Back Customer Email Templates and Examples: It's easier to revive a dead relationship than start fresh. Study how brands use everything from birthday surprises to guilt trips to resurrect inactive customers who've already proven they'll buy from you. 🏪 Google Launches New Ad Tools for Retailers: Google just dropped major updates that could reshape holiday advertising: AI-generated product images that preserve your brand details, ads embedded directly in AI search results, and shoppable YouTube mastheads. Early access starts this fall.
📦 UPS unveils 2025 holiday shipping surcharges: Higher fees and tighter timelines mean ecommerce brands must act now to adjust fulfillment strategies and push early customer orders.
⚡ Google August 2025 Spam Update: Sites are reporting ranking drops, indexing issues, and unstable traffic patterns as the update intensifies again. |
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| | | What did you think of this newsletter? Reply and let me know what you think. And if you've found it valuable, be sure to share it with a friend! | | | | |
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| | GetResponse offers an affordable, comprehensive, and easy-to-use solution to help you grow, engage, and convert your audience with powerful email, automation, list growth, and content creation tools. | | |
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