Get ready for a “Boom” in Direct to Consumer Marketing
Marketing has seen immense changes over time. This is only natural as marketing platforms, consumer behavior, and consumer needs change. The era of traditional door-to-door sales tactics experienced its rise, peak and fall more than a century ago, but, and this is a big but, the idea of the core idea of door-to-door sales has by no means become outdated. DTC (Direct To Consumer) marketing and sales have never been completely out of the picture and these days it is as relevant as ever. It comes with its own benefits and drawbacks but a boom is expected in this marketing tactic and businesses, big and small, should take note.
The pandemic that has swept across the globe is having far-reaching results and many people are still at home, in isolation as the virus wreaks havoc. While we should all be sensitive to the realities of this virus it is essential for a business to find the opportunity within the situation if they want to survive and in the midst of COVID-19, DTC is one such opportunity. While a boom in DTC would have happened regardless of the pandemic, it has definitely given it a massive nudge and businesses that already had a direct to consumer infrastructure are the ones that are experiencing growth at this time.
The customer is king and recent customer experience statistics have shown that the majority of customers expect a brand to understand their needs, customers will spend more money if they have a good experience and companies that implement a customer-centric approach are more profitable than companies that don’t. While COVID-19 is an immediate and almost tangible reason for an increase in DTC marketing, the ever-increasing demand for customer experience is one of the most important long term reasons. But how does customer experience influence your DTC marketing?
- More control
The aim of marketing is to ultimately sell your product and make a profit. This is as a basic fact as knowing the sky is above you and the ground below you. A DTC strategy, in both marketing and selling, cuts out any middle man that could influence your customer. Going the DTC route gives you direct control over how your customer hears and receives your message.
More control over your message and a direct channel to your customers also means that the brand is building a relationship directly with its customers rather than with its middle man. A direct relationship builds trust and in turn, builds customer loyalty. While it’s not impossible to do this through other marketing avenues, using DTC is a more immediate and brand controlled method.
- Customer care
A brand’s message and customer loyalty are directly influenced by the care a customer receives. If a customer does have a problem, talking directly to the brand’s customer care department and solving the problem efficiently reinforces the brand’s control over its message as well as the customer’s loyalty to the brand. This, in turn, makes said customer more open to receiving DTC marketing campaigns and contributes to building a long term relationship.
COVID-19 has forced many businesses to rethink its strategies in the midst of a crisis and with difficult economic times looming. Demand for better experiences from customers is forcing businesses to consider how they can meet that demand. Regardless of the reason, DTC channels are finding more success and they are responsible for better ROI margins. Businesses are pushing more of their budgets into improving mobile and e-commerce sites to capitalize on this trend. Once customers can freely move around again, having a physical store where they can fully enjoy the experience the brand offers will be another big part of the growing DTC channel.