Brands Realizing Diminishing Returns

Brands are realizing they're hitting points at diminishing returns with some of their core channels. They're recognizing that they need top of funnel demand, generate creation and awareness. And I'm not saying that you should throw a bunch of dollars in completely unquantifiable brand marketing, but in general, these brands have to grow by growing awareness for the products and the brands, not by just capturing middle funnel, bottom of funnel traffic. So diversifying your media mix to do that and doing it through channels that are really impactful. Again, not direct mail specifically, but by just diversifying and having multiple touch points, having touch points that aren't just all fleeting in, know, Facebook ad or Facebook feed is creating that connection, creating that awareness. And over time, obviously those folks, are, you're nudging them towards conversion.