DTC Marketing in Tough Times: Scaling Beyond Social Media

Why Social Media Alone Doesnamp8217t Scale1 Privacy and tracking changes as cookies go away and other identifiers are removed due to different state laws and GDPR it is becoming harder and harder to target and track performance at scale2 Ad Space Saturation Despite the above limitations many brands are still very heavily invested and as more brands lean on social media thereamp8217s increased competition for ad space pushing costs upward and the costs are magnified in inflationary periods3 Changing Algorithms Social platforms frequently tweak their algorithms which can dramatically reduce organic reach and disrupt ad performance4 Evolving User Behavior The surge in amp8216ad blindnessamp8217 and the increased use of ad blockers in addition to privacy changes has diluted the efficacy of social media adsThe Power of Diverse Channels1 Audio The rise of podcasts and audio streaming platforms offers a unique intimate avenue to connect with audiences These auditory experiences can craft a brand story that resonates creating both awareness and loyalty like traditional radio did Streaming audio allows brands to reach the modern listener on their platform of choice blending traditional radio39s impact with digitalamp8217s precision optimization and attribution2 Search Despite the social media boom search engines remain a pivotal touchpoint for consumers By optimizing for organic SEO and paid search PPCSEM brands ensure visibility at crucial moments of the buying journey Search can also be used as an effective tool for conquesting at different times of the year while others it may be cost prohibitive3 Connected TV CTVOver The Top Television OTT With traditional TV viewership waning CTV SVOD platforms like Peacock and Hulu or FAST Free Ad Supported platforms like Pluto and Tubi present a golden opportunity CTV allows brands to reach the modern consumer in their leisure space blending traditional TVamp8217s impact with digitalamp8217s precision optimization and attribution4 Retargeting Itamp8217s a fact that most firsttime visitors donamp8217t convert Retargeting using all digital tactics keeps the brand topofmind nurturing potential customers until theyamp8217re ready to make the purchase decision5 Email Often underrated email marketing allows for personalized direct communication For DTC brands itamp8217s a tool to foster relationships provide value and drive conversionsMass Media Broadcast vs Targeted Laser Approachamp8226 Mass Media Approach This is the broad onesizefitsall strategy casting a wide net hoping to capture as many leads as possible While it provides extensive reach itamp8217s often less precise and can lead to wasted ad spend especially detrimental in inflationary periods With DTC brands where you have the return path or purchase data and insights there is little reason to turn to massmedia today despite many saying otherwiseamp8226 Targeted Approach In contrast the laser approach is all about precision Since many DTC brands by their very nature control the consumer experience and purchase funnel utilizing the precision and targeting as well as attribution and optimization tools at your fingertips you can more quickly use all of the above channels understanding the audience intricately and crafting tailored messages for specific segments and optimizing along the way to your desired business outcomes This strategy although possibly reaching fewer people often yields higher conversion rates and better ROI It does not however need to reach fewer people and this is where your targeted brand strategy will come into playBalancing Performance Marketing and Brand BuildingDuring inflationary periods thereamp8217s an obvious appeal to focus on performance marketing due to its emphasis on measurable ROI However brand buildingamp8217s intangible benefits loyalty brand equity and emotional connections as well as establishing connection to create performance opportunities later create a cushion against economic volatility Together they form a holistic strategy driving immediate sales while ensuring longterm growthIn other words In the dynamic DTC landscape especially amidst economic challenges itamp8217s imperative for brands to look beyond the social media lifeline and take advantage of all of the other media options that offer the precision and scale with measurability and action they need By diversifying marketing channels and balancing the immediate results of performance marketing with the longterm vision of brand building DTC brands set themselves up not just to survive but to thrive and scale in any economic climatePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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DTC Marketing in Tough Times: Scaling Beyond Social Media

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Gabe Greenberg

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