The Attention Supply Chain
š¦ Why Controlling Distribution Matters More Than Product in 2025, Marketing Campaign Struggles Are Rising, and more!
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In this newsletter, youāll find:
š¦ The Attention Supply Chain: Why Controlling Distribution Matters More Than Product in 2025
š Marketing Campaign Struggles Are Rising
š Tweet of the Day
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š¦ The Attention Supply Chain: Why Controlling Distribution Matters More Than Product in 2025
For years, brands obsessed over product innovationābetter formulas, sleeker designs, and superior features. But in todayās market, product alone isnāt enough. The brands that win arenāt just making great products. Theyāre controlling distribution.
In 2025, who owns the attention supply chain will own the market. Hereās whyāand how to position yourself before itās too late.
Why Distribution is the Real Competitive Advantage
Most brands focus on what they sell. The smartest brands focus on where and how customers buy. Product quality mattersābut distribution controls visibility, accessibility, and ultimately, sales.
Amazon, TikTok Shop, and Instagram Checkout arenāt just sales channels. They are the new gatekeepers of consumer attention. These platforms prioritize their own ecosystems, making it harder for DTC brands to drive customers to their own websites. If your strategy still revolves around website traffic and email lists, youāre fighting a losing battle.
Instead of trying to drive traffic to your store, meet customers where they already shop. The frictionless brandsāthe ones that remove steps between discovery and purchaseāwill dominate.
How to Control Your Distribution Before It Controls You
1ļøā£ Stop Forcing Website TrafficāSell Where the Traffic Already Is
Driving users to a Shopify checkout is becoming less effective as platforms build native purchasing experiences. Instead of fighting for attention, align with platform incentives.
Sell directly inside TikTok Shop, Amazon Buy Now, and Instagram Checkout. These platforms push sellers who adopt their tools, rewarding them with free reach and lower ad costs.
Prioritize one-click, in-app checkout over long-winded sales funnels. Attention is fleetingāeliminate unnecessary steps.
The fewer clicks between seeing an ad and making a purchase, the higher your conversion rate.
2ļøā£ Treat Retail and Marketplaces as Acquisition, Not Just Sales
Most brands view Amazon and retail as distribution channels. The smart ones treat them as customer acquisition engines.
Leverage Amazonās built-in demand. Instead of competing with Amazon, use it to acquire customers, then re-engage them with post-purchase incentives.
Expand offline for credibility. A DTC brand with an in-store presence (even in limited locations) instantly increases perceived trust.
If youāre only selling online, youāre missing the full picture of consumer behavior.
3ļøā£ Own the Last Mile: Retain Customers Through Direct Engagement
Even if you rely on third-party platforms for distribution, you need to control retention.
Post-purchase engagement matters more than pre-purchase marketing. Offer VIP discounts, limited drops, and loyalty incentives inside product packaging.
Turn customers into distribution channels. Incentivize UGC, referrals, and word-of-mouth marketing to drive repeat sales at zero ad cost.
Final Takeaway: If You Donāt Own Distribution, You Donāt Own Your Business
Great products arenāt enough. Control over how customers find, buy, and stay engaged with your brand is everything. Brands that master distribution-first thinking will own the next wave of e-commerce. Those that donāt? Theyāll be stuck competing on product aloneāand thatās a race to the bottom.
š Marketing Campaign Struggles Are Rising
Insights from Marketing Dive
The 2024 Gartner Channel Campaign Management Survey analyzes the challenges marketers face in executing and measuring campaigns effectively. Conducted across North America and Europe, the survey gathered insights from senior marketing decision-makers across various industries.
The Breakdown:
More Campaigns, Less Budget Efficiency - Marketers are launching more campaigns, but only 45% of budgets go toward them, while 55% is spent on technology and transformation. Additionally, 68% struggle with budget constraints in managing campaign resources, making execution more difficult.
Challenges in Measuring & Proving Impact - Tracking performance remains a major hurdle, with 70% struggling to measure ROI and 66% finding it difficult to prove campaign success to stakeholders. Additionally, 60% of marketers struggle to align campaign strategies with business goals.
What High Performers Do Differently - Top-performing brands prioritize governance, content strategy, and execution. 83% excel in governance and market strategy, while 77% outperform in channel management and content strategy. However, even top brands face challenges in customer journey execution (73%), signaling the need for better cross-channel coordination.
Marketing success today isnāt just about increasing campaign volumeāitās about better measurement, strategic execution, and AI-driven optimization. Brands that focus on governance, data-driven decision-making, and cross-team collaboration see better results.
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