He also cited examples including alcohol advertisers that were getting so many organic inquiries that it didn’t make sense to continue spending on paid search.

For example, paid search tactics will help capture intent from buyers. “Things are quite affordable at the moment, and we also have a lot of people consuming a lot of media,” said Jon Schulz, CMO of demand-side platform Viant. “Those two don't tend to go in the same direction, and it creates a unique opportunity to get our brand out there.”.

Suggestions include running paid search, display and video ads on retailer sites and apps, as well as placing other paid promotions in retailers’ targeted emails and social posts. However, tactics like these may not be enough to hold off the deeper, long-standing forces eroding brand loyalty.