82% of B2C brands are concerned that DTCs are more popular among millennial's and Gen Z

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2019, 10:57 AM UTC

The survey included 74 responses from heads of marketing at non-DTC brands.

This piece states that four in five (80%) traditional B2C brands think that DTC companies are impacting their market with their performance-based digital marketing. 81% of B2C businesses also believe that DTCs have changed consumer expectations from their brand.

A report by The CMO Club and data marketing firm Epsilon-Conversant said that DTCs have been able to fill a need that traditional businesses did not acknowledge as channels and platforms fragmented. While B2C brands are taking cautious steps to meet challenges, 53% of brands are more focused on ensuring ROI.

B2C brands expect DTC counterparts to faces issues with copycat competitors (58%) and customer retention (34%). Elliott Clayton, SVP of Conversant said that the traditional B2B brands and DTC need to “switch up with approaches and activities”, as the line between them is blurring fast.

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