These brands need a leaner and more flexible go-to-market approach.
This article states that direct-to-consumer (DTC) brands have scaled to their maximum potential within the walled gardens of social media, but lack the knowledge, technology and people to elevate their digital marketing. The author argues that closed ecosystems are problematic because all advertisers have access to the same targeting, data and audiences.
Contrarily, open ecosystems enable differentiation by letting brands use custom targeting based on first-party data scale. DTC brands who want to manage programmatic advertising in-house must “understand and navigate the complexities of the adtech landscape”.
Measurement is crucial in unlocking cross-channel digital performance marketing, as DTC brands will face the “paradox” of gathering excess real-time data. These brands should find partners who have the knowledge to provide scale and an understanding of data-driven tactics and technology.
[3 minute read]