Apply D2C strategy and embrace the new marketing trend

This article was originally published in Economic Daily

I believe many readers have heard of B2B, B2C, and even know about B2B2C! However, do you know what D2C (Direct to Consumer) is? In fact, D2C means that after the industry develops its own products, it sells them directly to consumers from its own official website or App, rather than through referrals from dealers, platforms or intermediaries in the traditional way.

The Origin and Application of D2C

Previously, in my column “Omni Channel Marketing”, I suggested that when the epidemic is not yet stable, businesses can make more use of D2C (Direct to Consumer) combined with experiential marketing to screen out potential customers with purchase intentions. In other words, when promoting omni-channel marketing, businesses can also choose to directly face consumers.

To be honest, D2C is not a new concept that has recently emerged in the marketing field. For example, the mail-order catalog that came out a long time ago can be regarded as the origin of D2C.

The core essence of D2C

The essence of D2C is to make good use of the Internet to connect directly with consumers, thereby getting rid of the control of dealers. The prerequisite is to create a unique brand image and formulate a clear marketing strategy, thereby grasping clear consumer behavior and providing high-quality personalized services or [user experience] (https://money.udn.com/money/story/122331/5873568?from=edn_search_result).

With the rapid development of information technology and the rapid iteration of business logic, coupled with the long-term alienation between people, we can enjoy many conveniences in our busy lives, but it also invisibly increases the cost of product marketing. Nowadays, we have entered an era where “the fragrance of wine is afraid of the depth of the alley”; once there is no support from platforms or distributors, businesses must be self-reliant when engaging in brand marketing and find ways to allow customers to “see” their digital footprints.

Key strategies for D2C marketing

Therefore, according to a survey conducted by YOTPO in 2019, up to 61% of D2C brands mainly rely on social media to attract customers; in addition, SEO also has a huge boost to D2C marketing, with as many as 51% of operators using this to attract customers.

Based on the characteristics of effective saving cost and maintaining close connection with consumers, in recent years, many companies, including mattress brand Casper, glasses brand Warby Parker, luggage brand Away, daily disposable contact lens brand Hubble, and razor brand Dollar Shave Club, have embraced D2C marketing.

Thanks to Taiwan’s Internet penetration rate of 86% and a total of 21 million active social media users, the D2C marketing trend has recently begun to spread to the domestic marketing circle. Well, now are you eager to give it a try?

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