Q2 Trends: The uncertainty of the market and the exposure of some participants

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The themes this quarter are uncertainty and exposure in three markets: e-commerce, the labor market and among investors,

Uncertainty and exposure: e-commerce.

As we enter a time of uncertainty, bad marketers are being exposed and good marketers are being rewarded. As e-commerce grew rapidly, acquisition was easy and many companies acquired customers at any cost without a clear idea of who their target audience was, The result: few loyal customers, and with acquisition costs rising, poor margins.

Uncertainty and exposure: the labor market.

Word on the street is that as reports of layoffs at tech firms continue, movement at brands and agencies is settling down. The supply and demand labor see-saw is starting to tilt the other direction.

Uncertainty & exposure: investors.

Investors are in an interesting position. Many raised capital in a hot market, and are still obligated to deploy their capital. But, with valuations down they can be more judicious with their investments.

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