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.
[3 minute read]