Consumer Brands: Overlooked Channels for Growth & Diversification
For years, consumer brands have relied on a handful of digital platforms to reach their audiences. Social media, email marketing, and digital ads have dominated strategies, and for good reason. They provide scale, targeting, and measurable returns. But there are risks with that strategy. Brands that once built their audience on Facebook saw engagement drop when organic reach dwindled. Instagram's algorithm changes have left companies scrambling to adjust. And now, all the TikTok drama has sent marketers into yet another round of uncertainty.
Consumer brands have always chased platforms, hoping to ride the next big wave before others catch on. The challenge is that these waves often crash. When brands become too dependent on any one channel, they leave themselves vulnerable. The reality is, the best way to build an audience isn't through platforms alone. It’s through direct relationships, diversified strategies, and leveraging channels that others might have overlooked.
The Risks of Relying on Digital Platforms
Social media has trained brands to measure success by likes, shares, and engagement rates. But these numbers don’t always translate into real, lasting relationships with customers. Algorithms dictate what gets seen, and the companies that control them can change the rules at any time. TikTok, for example, has been an incredibly effective channel for many brands, but its uncertain future is a reminder that rented land is never secure.
Another issue is cost. Digital advertising, once an efficient growth driver, has become more expensive and less predictable. The cost per acquisition on Meta and Google has climbed, making it harder for brands to justify continued spending without clear returns. Brands that once thrived on direct-to-consumer sales are now looking beyond digital to supplement growth.
Channels Consumer Brands May Have Forgotten About
Some of the most effective audience-building channels aren’t new at all. They’ve just been neglected in favor of digital. Here are a few that deserve a fresh look:
1. Direct Mail
It sounds outdated, but it can work beautifully. With fewer brands using physical mail, receiving a well-designed piece in the mail stands out. One brand reported better returns on direct mail than email marketing, simply because people don’t expect it.
2. Experiential Marketing
In-person events, pop-ups, and activations create memorable brand interactions. Brands that invest in real-world experiences, whether that’s a presence at trade shows or unique one-off events, build deeper connections than digital impressions ever could.
3. Community-Led Growth
This one is my favorite. Some of the most successful brands today are investing in community, not just customers. Whether that’s through private membership groups, local events, or ambassador programs, the goal is to make people feel like they’re part of something rather than just being sold to. We had a detailed discussion about it at another lunch, and I wrote a post about it here.
4. Collaborations and Gifting
Sending highly targeted, high-value gifts to potential partners, influencers, or industry leaders can create brand advocates in ways that digital campaigns can’t. A brand that sent out physical video brochures and a bottle of tequila saw a near 100% response rate from recipients.
One of my favorite recent marketing strategies came from a SaaS company that spent $15,000 to deliver 1,000 pizzas to potential customers. The response rate was outstanding. They generated $1 million in revenue in just three days. That’s incredible.
The brands that will thrive over the next decade are the ones that understand balance. Digital platforms will always have a place, but they can’t be the entire strategy IMO. The most successful brands will be the ones that build real relationships, diversify their audience acquisition, and lean into channels that others have overlooked.
Instead of chasing algorithms, brands should be asking: how do we get closer to our audience in a way that no algorithm can disrupt? Those that figure this out won’t just survive...they’ll build something far more durable than likes and follows on someone else’s platform.
