Direct to consumer (D2C) interact directly with consumers without having to go through intermediaries, sellers, wholesalers, etc. They rely on digital platforms to interact with consumers and as a result, this allows them to reach the consumer faster. It also helps to better understand consumer needs at the micro level due to the direct interactions involved.
Marketing the product does indeed play a central role in determining the success of a D2C brand. As a D2C brand, your product becomes your hero, from the packaging to the visuals as this is what will create the first impression of your brand with the public. There have been many times when good products have failed because they weren’t marketed in the right way.
“Effective marketing for D2C brands involves looking at different social commerce platforms separately, creating rich content, visual images, and video assets that connect with consumers, and then natively integrating social commerce tools. in your messaging to create a holistic shopping experience and money on sale of products.Performance marketing and a precise focus on “bottom of funnel” metrics such as add-to-cart and conversion rate can help a D2C brand scale quite quickly.At SUGAR, we’ve found greater value unlocked by investing in a strong content + earned media strategy that can organically grow top of funnel metrics via high-quality traffic and assets that keep on giving,” says Vineeta Singh, Co-Founder and CEO, SUCRE Cosmetics.
“Online D2C model operations, careful selection of target audience, extensive SEO, CRO and innovative social media strategies have helped us come a long way. We target a specific audience and understand customer needs by using predictive modeling capabilities.This approach has helped us to onboard a large group of Millennials and Gen Z customers who shave or trim regularly or want to start shaving and are looking for suitable products. on digital marketing in online channels because we believe we are able to communicate better with customers this way and add real-time value to their lives,” adds Asawari Pawar, CMO, LetsShave.
Promoting the brand on marketplaces
Marketplace promotion strategies are very similar to brand marketing on any other digital platform. It relies on consumer segmentation based on various demographics and psychographics. The goal is to reach consumers at the right time to build consideration and improve conversions.
“One of the most critical things for a brand to stand out in the online market is to have a strategic product portfolio. We are present on major e-commerce platforms such as Amazon, Nykaa, Flipkart, Myntra, Grofers, Snapdeal, Bigbasket, Trell and various other partnerships. We focus on a specific market segment with the right assortment of products – individual and economical packs. We strive to strengthen existing relationships with users and promote a meaningful commitment to fostering trust by encouraging ratings, reviews, comments, and recommendations. Additionally, some marketplaces provide excellent marketing tools. A thoughtful mix of all of these brings out the best in the promotion. and brand performance. Coupons and cashback are other great additions,” says Pawar.
“For a D2C brand, leveraging marketplaces can instantly drive growth while allowing the brand to reach customers through different channels. For SUGAR, we ensure that the brand stands out among other brands on every e-commerce platform by publishing it in the right way. We engage in innovative partnerships to generate great content that would attract customers and lead them to choose our brand over 100 other options. We’ve also tailored each e-commerce platform with a few exclusive makeup kits, merchandise, and platform-based offers,” Singh adds.
Jewelry brand Candere by Kalyan Jewelers engages in paid promotions on special occasions to promote their offers and increase sales.
Social networks: an irreplaceable marketing tool
Social media presence plays a major role in the presence and growth of the D2C brand. It is literally one of the best tools to create personalized content and reach customers from different segments in large numbers. One of the major benefits of social media marketing is that there is a significant understanding of the customer’s personality, which gives insight into exactly what they need and is therefore helpful for the brand to formulate marketing strategies. accordingly to meet their needs.
“Social media is a great tool to increase brand awareness and establish our brand positioning with the desired audience. We promote our product lines by creating engaging content based on the inspiration behind each collection. We regularly use Facebook and Instagram ads to reach customers and use social media to amplify our campaigns. From time to time, we indulge in influencer marketing if it fits our core campaign communication,” shares Rupesh Jain, Founder and CEO of Candere by Kalyan Jewelers.
D2C customers are more evolved and therefore tend to seek out more engaging content that showcases the brand or product recall value before making an informed investment choice. Consumers do extensive research and comparisons virtually before making a purchase. Therefore, social media plays an important role in staying digitally connected with today’s consumers.
“In terms of our marketing strategies, we focus on creating relevant, informative and educational content on social media. We leverage brand value and product benefits using social media. This helps consumers better understand our offerings and select the products that best suit them,” says Aarti Gill, co-founder of OZiva.
SUGAR started out as a digital first brand, so there’s a lot they’ve dabbled with over the years – from performance to influencer to affiliate marketing, but if there’s a theme general you’ll see in everything they do – it’s this: Content.
“I think building a brand involves building a voice before building sales. And a voice is only as powerful and the content it articulates – consistently and clearly – across time, geography and channels. Therefore, we have always focused on keeping rich content that interacts with the audience and is not very product-centric, lately we have been curating a lot of infographics/educational tips etc. and we we have ensured that our content is tailored to the platform to be able to achieve maximum engagement.This strategy has led us to be one of the fastest growing beauty brands in the country with over 1.5 million followers on Instagram, a milestone that very few beauty brands have achieved,” Singh shares.
Role of social influencers
In today’s tech world, influencer marketers are taking content creation to the next level, allowing them to capture the attention of a whole new demographic of customers. The influencer marketing tool can be a remarkable way to create greater brand awareness.
“Currently, influencer marketing has become one of the most efficient and productive ways to reach new potential customers. The process includes finding influencers with a specific target audience who resonate with our brand. with influencers increases brand visibility and helps establish a meaningful online presence to help build customer trust in the product and brand,” says Pawar.
“For SUGAR, influencer marketing has played a big role in creating the online and offline popularity the brand has gained over the past 6 years. Delivering rich, authentic and engaging content to an audience that cares deeply about makeup – SUGAR’s extended family of social influencers to date help create a stir around our new launches and products. We engage with over 120 influencers month after month, and we’ve always prioritized the quality of their work – rich, educational content over the number of followers they have. There are influencers we have worked with since day one and they have grown over the years alongside the brand,” Singh adds.
What does the future hold?
The most important aspect of marketing is being able to communicate the brand’s value proposition in the best possible way to the audience.
“There is currently a race in the industry to deliver and innovate new ways to deliver a top-notch customer experience. At Candere, we have always been focused on improving customer experience and personalization, but with the help of AI and machine learning, we are now aiming to increase the CSAT and NPS score and therefore customer retention,” says Jain.
“We aim to improvise content marketing, make it more personalized and engage more with influencers. We are preparing to use automated data-driven marketing tools that will help us save time, scale faster, improve ROI, and avoid damage that can be caused by intuitive or instinctive decisions in our funnels. customer acquisition,” says Pawar. echoing the same thoughts.
“We ensure that every marketing activity is linked to this central objective. We recently onboarded Deepika Padukone as our brand ambassador to further promote our “Har Tarah se Better” brand philosophy to a wider audience. Likewise, we will continue to create and invest in marketing activities that help build brand awareness and visibility,” adds Gill.
While SUGAR’s content game has always been strong, the brand aims to make it stronger in the years to come. As it grows stronger on social media, it will focus on curating strong content that speaks to individual platforms.
“We will also be looking at various innovative collaborations to strengthen our reach and engagement with consumers. Strengthening our core pillars – distribution, product, content and community development will also be essential. In line with these, we will build and expand our retail presence, enhancing retail marketing and visual merchandising experience,” concludes Singh.