As markets slowly start to open up, it is expected that certain trends that have been evident over the past year, may perish in the new one.
But with consumer expectations shifting, and with the rise of eCommerce, direct-to-consumer (D2C) marketing seems to be an area here to stay, according to panellists at a recent closed-door event, “The Last Metre”, hosted by MARKETING-INTERACTIVE in partnership with GrabAds.
According to a blog post on J.P Morgan, along with the shifting of consumer habits, three major factors have contributed to the growth of D2C marketing. These are:
• The rise of social media as a credible marketing channel: The rise of social media marketing, and now social selling, has enabled the targeted advertising of consumers, allowing start-up D2C brands to leapfrog into public consciousness through viral marketing campaigns, albeit with increasingly challenging consumer data protection rules to navigate.
• Advanced analytics (including those offered by marketplaces): Advanced analytics have helped enable D2C brands to adopt dynamic “just-in-time” inventory models, lower their working capital needs across the cycle, and leverage payments data to drive product and strategic decision-making in real time.
• Advancement in cloud-based capabilities and “outsourcing platforms”: These platforms have enabled the emergence of “supply chain as a service” across the product life cycle, helping reduce upfront capital investments and middle…