DTC brands impacted by COVID-19 should adapt organisational changes and rethink acquisition strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 22, 2020, 10:08 AM UTC

Developing consumer engagement with relevant content can help direct-to-consumer (DTC) companies effectively re-engage consumers.

Pre-COVID-19, DTC faced challenges like a “diluted marketplace” and increasing cost of customer acquisition. The pandemic has impacted marketing spends for DTC brands. For DTC companies to survive the pandemic, they should adapt organisational changes and create new acquisition strategies.

Some DTC companies have mobilised their workforce to a virtual setting and are leveraging digital screens to demonstrate empathy and not just advertising. DTC brands can further leverage paid marketing, as social ad inventory is trending downwards and the marketplace is less crowded.

The author contends DTC companies should optimise their organisation's operations with the right talent and support to recover in the new market. Including retention-based insights can help brands widen their customer acquisition strategies and enhance targeting.

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