How Direct-to-Consumer Brands Succeed — and Why It's Not Too Late for Incumbents
New technologies and the emergence of a new consumer class have given rise to direct-to-consumer (D2C) brands. Many of these companies, all born in the digital space, are smaller, leaner, and more nimble than traditional brands. With their intense focus on gathering customer insights and measuring the impact every aspect of marketing has on sales, D2C companies are disrupting markets that haven't changed much in decades. As music, news, and others have demonstrated, no industry is safe from this threat, yet many incumbent consumer brands seem to have been caught flat-footed by the speed at which these disruptors are claiming market share.
In his guest post for the ANA, Matt Collins (SVP, Marketing at Simulmedia) outlines what traditional brands can learn from how D2C brands think about marketing, and how advanced TV can play an important role in growing market share.
Read Matt's full post. ANA membership is required to access the post.