The Law of Linear Commerce was an original theory and basis of the first member brief: a short study of Kylie Jenner’s powerful use of commerce tools to monetize her audience. It has since become the basis of a commerce strategy by NBC Universal.
As the economy recovers and retail begins to resemble its former self, cost per mille (CPM) will stabilize as larger retailers resume advertising buys. When this occurs, customer acquisition costs will revert to the old normal: too expensive. One of 2PM’s original reports discusses the need for innovation around audience development.
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