DTC needs a new marketing approach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 23, 2020, 3:15 PM UTC

While 4C’s of marketing apply to all business types, DTC or D2C brands need to take a new approach to these marketing basics.

The 4C’s of the marketing mix are convenience, communication, consumer and cost. DTC brands should focus on consumer ease by designing their delivery and other services around customer service. Leveraging third-party partners or offering features like measurement calculators or configuration tools can help strengthen their offerings

In terms of communication, DTC businesses should consider engaging consumers across channels, supporting sales and post-purchase interaction, and staying engaged with customers between campaigns and transactions. They should plan their brand and product marketing to optimise the end-to-end customer journey.

Apart from tying signups for mobile or email messaging with free shipping options, marketers need to find ways to attract consumers to their DTC business websites. Value-added content can help brands capture audience attention and reel them in.

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