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1/ Emerging DTCs can rarely afford to allocate massive brand marketing budgets like incumbents can.

A low hanging fruit way to get started: reserve 30-40% of retargeting media spend towards brand marketing.
2/ Suppose 100K visitors hit your site in a month. 1-2% convert and with some solid retargeting flows you’re even able to bump that up slightly as well.
3/ But what happens to the 98,000 people who will not end up buying?

Ideally you send them on their way as fully educated about your brand as possible.
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