Source (Screenshot bc larger than 20MB) Alt Text: eCommerce Sales reps coordinates a direct-to-consumer marketing plan
Today’s tech-driven world is filled with people who expect products to be delivered to them at a lightning-fast speed. They also expect more competitive prices and simplified logistics.
As a result, several brands are attempting to do away with the middle man or the retailers and turning to their own brand manufacturing to sell to their consumers directly.
Due to the increasingly competitive eCommerce industry, more brands are moving towards direct-to-consumer marketing with the desire to scale up. The combination of staggeringly high development costs and research has compelled organizations worldwide to invest time and money on promotion in order to acquire market shares much quicker before more competition comes into being or the patents expire.
All the direct to consumer (D2C) marketing campaigns of today must align themselves within the set diameter of the current marketplace currents run by consumers. This can be made possible by creating alluring and effective brand experiences across every touchpoint.
At ASDAL, we help you take control of your business on marketplaces such as Amazon.com. Whether you are a large or small company, using our software ensures you are in command of your Amazon channel. Here’s our guide to D2C marketing strategies.
What is Direct to Consumer or D2C Marketing?
Direct to consumer marketing is a strategy in which a company or a brand promotes and sells a service or product directly to its consumers without any middlemen. The direct-to-consumer landscape continues to change as companies innovate with new strategies to promote their brand and sell products.
D2C differs from traditional business to commerce (B2C) marketing in quite a few ways. B2C requires a retailer to be present between the consumer and the manufacturer.
D2C, on the other hand, requires manufacturers to sell directly to consumers. A typical B2C model entails intermediary retailers selling the products of numerous retailers, whereas this is not the case with D2C.
Since B2C gives several options to its customers, the individual manufacturer loses control over his/her own products. There are other elements that often fall out of a business’s control with B2C as well, such as engagement, brand positioning, and customer experience. D2C, however, allows the manufacturer to steer the entire process and guide their business where it needs to go.
Direct to consumer brands are mostly online eCommerce stores, since they don’t employ a third-party vendor for retail. An eCommerce model, therefore, is a more affordable and simpler launching option for D2C companies. Focusing on digital commerce to reach a wider branch of audience works since reports suggest that 8 among 10 Americans regularly shop online.
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What are the Best Strategies for Direct to Consumer Marketing?
In an uber-competitive eCommerce landscape, here are some of the best direct to consumer marketing strategies you should apply in order to be successful:
1. Create a Personalized Web Experience
Source Alt Text: An anonymous internet user browses an eCommerce Site
While every retailer has the ability to highlight and promote their brand, direct to consumer marketing is unique in providing a centralized platform for every facet of your brand. In order for your DTC marketing strategies to work their magic, focus on personalized marketing.
Customers want to have a connection that goes beyond the professional level. They want to be treated as more than just numbers, which is why a personalized web experience garners quick results. You can do this by creating a customer experience based on purchase history, which lets you know the kinds of products they really want. On marketplaces like Amazon, responding to reviews is vital and reminds shoppers you care. With the help of ASDAL’s software, on marketplaces like Amazon.com you can develop a buyer journey that’s simple and effective.
A Salesforce study stated that 84% of the customers admitted that personalization serves as a vital point for them to like a particular brand or company. 67% of the customers also said that they’re ready to pay more if a brand offers them a positive experience. Research suggests that personalized offers make more sales than general offers, and increases brand loyalty as well.
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2. Use Content to Drive Engagement and Develop Connections
Use your D2C marketing strategies by using content to connect with your core customers. Building a personality that shows to your target audience that you wish to develop a bond that’s real and personal always helps.
One way to do this is by providing them content in the form of information that’s useful, such as details related to your products.
Yet another way is to be honest and transparent. User-generated content is the best example of this. In fact, user-generated content gets watched 10 times more than brand content. Showcasing your products through the review provided by other customers increases the trust in your brand, and also removes any doubts people might have while making a purchase from you.
Once you show your products and services working for everyday people, your target audience will realize that your D2C marketing is efficient and trustworthy.
3. Make Use of Fulfillment Companies
Source Alt Text: An empty fulfillment center packaging floor
Using fulfillment companies for your orders is yet another smart D2C marketing strategy. You need to make sure that your fulfillment options offer something extra to your customers. It’s not just about packing and shipping orders, because competent fulfillment strategies are about so much more.
In addition to efficient picking and packing, you also need to provide your customers with perks such as free shipping, stellar customer service, easy returns, custom packaging, personalized products, cute kits, easy order fulfillment, etc.
Little things like thank-you notes, quick replies to customer emails, hassle-free returns, and the like make a big difference in how a customer perceives your brand. A fulfillment company takes logistics off your plate and helps you streamline your processes.
4. Make the Online Experience Better than the In-Store One
The D2C market is heavily dependent on the online shopping experience of a customer. Therefore, you need to make sure that you provide your consumers with a shopping journey that’s solid enough that they don’t miss the in-store shopping experience.
This needs to go beyond just free shipping. For example, if you’re an eCommerce store that sells shoes and clothes, you can provide your buyers with a ‘try and buy’ option that lets them put on a dress or a pair of shoes before they make the payment and one that lets them return it easily in case they don’t like the product. Determining the marketing strategies that will appeal to your customer base depends on utilizing all of the insight you have at your fingertips.
5. Bring in Influencers to Promote Your Brand
Source Alt Text: An Instagram influencer showcased her Instagram
Employ the love individuals have for social media through influencer marketing. Social media influencers yield a lot of power when it comes to affecting consumer behavior. Through authentic recommendations from personalities who can relate to your base and your brand, you’ll get in touch with real and valuable customers.
Micro-influencers help you get the word out about your brand by making use of the voice of everyday people. Their audience is very niche and they have freer schedules than busy celebrities. A product sampling campaign with micro-influencers can expose your brand to a well-curated audience.
You can opt to run monthly trials for subscriptions, and also product sampling strategies for the items that belong to the non-subscription category. This will help bring in more user-generated content that you can display on your website.
6. Pay Attention to the Feedback from Consumers
Source Alt Text: A woman gives product feedback in a meeting
Every business is about its customers. If they’re not happy, then nothing else really matters. Therefore, use your D2C strategies to pay attention to the feedback your customers provide. Be it on social media or your website, go through all the comments they leave. If it’s positive, make sure you do more of what’s making them happy; if it’s negative feedback, see what they’re disliking and attempt to make it right.
Use an effective review analytics tool to listen carefully to your consumers. Filter out adjectives that will easily point out the pros as well as the cons, and adjust your marketing campaigns accordingly.
Direct to consumer marketing has slowly become one of the most popular ways for manufacturers and CPG (Consumer Packaged Goods) brands to get into the market directly without having to enlist the help of a middle man. Brands derive a multitude of benefits from availing D2C strategies.
Some of the main advantages include getting rid of the barrier between the consumer and producer, and allowing the producer to command brand, marketing, sales tactics, reputation, and the like. Therefore, whether you’re a startup or an established organization, consider the above listed D2C marketing strategies to get the most of your marketing efforts in an increasingly saturated digital environment.
Get started with ASDAL to improve your Amazon eCommerce performance today!