Paid media is dying...
Not quite, but it no longer has the impotence which is required to successfully grow a business on its own. Meaning, paid media is no longer the most powerful standalone strategy.
It is a myth that the most successful businesses grew solely using a paid media strategy. Have you ever thought that a business has just risen out of nowhere over night? That, all of a sudden it is an overnight hit and they must have achieved that with lots of money and only the best paid media team behind them.
This is not the case.
The responsibility of paid media is shifting in to a more supportive role. Yes, that's right, you shouldn't be spending thousands on paid media to produce your own product success.
So, what do you do instead?
Reducing the paid media responsibility is not meant to be a cash saving scheme BUT it is meant to significantly increase the ability to drive downloads and product adoption for far less money.
The impact on your CAC will be reflective of an acquisition channel with fantastic momentum, showing all kinds of improved results which would take months, if not years, to achieve using paid media.
The answer is relying on organic growth strategies to hack your way to gaining a loyal, engaged audience of customers who want to do nothing more than invite their friends and fuel your growth for free.