{"id":5924,"date":"2023-11-27T01:05:39","date_gmt":"2023-11-27T06:05:39","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/11\/27\/staying-ahead-of-the-curve-ensuring-your-d2c-marketing-strategies-embrace-market-trends\/"},"modified":"2023-11-21T11:08:09","modified_gmt":"2023-11-21T16:08:09","slug":"staying-ahead-of-the-curve-ensuring-your-d2c-marketing-strategies-embrace-market-trends","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/staying-ahead-of-the-curve-ensuring-your-d2c-marketing-strategies-embrace-market-trends\/5924\/","title":{"rendered":"Staying Ahead of the Curve: Ensuring Your D2C Marketing Strategies Embrace Market Trends"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By <a href=\"https:\/\/www.linkedin.com\/in\/marktaw\/\"><em>Mark Wieczorek<\/em><\/a><em>, <\/em><em>Chief Insights Officer at\u00a0<\/em><a href=\"https:\/\/www.frontrowgroup.com\/\"><em>Front Row<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Navigating the complex landscape of modern business isn\u2019t for the faint of heart. Whether it\u2019s a massive corporation or a nimble startup, the hurdles are undeniable. From resource limitations to the constant struggle for bandwidth, the road to embracing multichannel marketing trends can feel like an uphill battle. However, research suggests that it\u2019s worth figuring out a strategy to overcome those hurdles.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">Let\u2019s get into the facts: Studies have shown that marketing on multiple digital channels can outperform single or dual-channel campaigns by\u00a0<a href=\"https:\/\/www.forbes.com\/sites\/shamahyder\/2018\/11\/29\/why-integrated-marketing-is-the-future\/?sh=2ac2c74b1736\">300%<\/a>. On top of that, the multichannel marketing industry is predicted to grow at a compound annual growth rate of\u00a0<a href=\"https:\/\/www.marketresearchfuture.com\/reports\/multichannel-marketing-market-3949\">22.3% by 2030<\/a>.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">So, what\u2019s the recipe for success? In my view, it\u2019s adopting a strategic mindset. Instead of feeling overwhelmed by these challenges, you may envision them as opportunities waiting to be seized. For instance, consider this: While marketing on four platforms may provide the optimum ROI, I\u2019ve seen that investing in five or six can be overkill. What\u2019s more, tailoring content to specific platforms can boost the effectiveness of that content, thereby maximizing your investment.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>How to Keep Up With Marketing Trends in Your Own Way<\/b><\/h2>\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">A D2C marketing strategy must keep up with multichannel marketing trends, but with more pressure and more choice, how can teams keep pace with trends while staying on top of their workloads?<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>First, Diagnose the Pressing Problems<\/b><\/h2>\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">A strategy works better if it solves the problems you\u2019re seeing and helps to grow your brand. Diagnosis is key. Are you lagging in your product category? Is your conversion rate disappointing? Know what you\u2019re trying to fix so you can create a useful, practical strategy.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">Consult diagnostic tools for help. Look at Google Trends and Amazon Web Services to see how you\u2019re performing compared to a given category. Peer into the dynamics of buying habits. Are people searching for your brand less than your competitive set? Are people \u201ctalking\u201d about your products, leaving reviews and testimonials? Have you hit the \u201cperformance marketing\u201d plateau?<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">Do you need to work on brand awareness? What about conversion rate optimization? Is your brand\u2019s messaging forward-thinking and flexible enough to capitalize on the cultural moment? And finally, do you have the right\u00a0<a href=\"https:\/\/advertisingweek.com\/in-house-vs-agency-whats-the-right-move-when-approaching-online-marketplaces\/\">internal resources and partners<\/a>\u00a0to get your brand to the level you aspire to? These questions should allow you to define your problem areas. And remember, McKinsey &#038; Company has found that most consumers use\u00a0<a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/the-world-of-ands-consumers-set-the-tone\">at least three channels<\/a>\u00a0for each purchase journey, so you have to take into account each channel in your marketing mix when answering these questions.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>Then, Treat the Problem<\/b><\/h2>\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">From a diagnosis comes a treatment plan. If you\u2019ve done the work to figure out your problem zones, the right strategy should present itself. Your strategy should then be based on reversing the negative signs you\u2019re seeing or replacing them with positive behaviors. For example, if your diagnosis is that you lack brand awareness, your strategy should involve widening and deepening your engagement with consumers. For example, maybe you need to offer more personalization in your campaigns.\u00a0<a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\">Over 70% of consumers<\/a>\u00a0expect brands to offer personalized experiences and messaging.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">In the case where the right strategy isn\u2019t clear, you should consider seeking additional input, such as consulting with experts, conducting further research, or experimenting with different approaches. In cases of overlapping issues, addressing the core problem first is crucial, as resolving the root cause can often lead to alleviating related challenges.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>Finally, Steer Your Strategy Toward Opportunities<\/b><\/h2>\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">When it comes to executing your strategy, you can focus on the opportunities you see. Do you have the chance to build awareness by creating a cultural moment of your own? Do you have a brand partner with experience building engagement through direct-to-consumer marketing channels?<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">You can identify opportunities by closely observing market trends, consumer behaviors, and competitors\u2019 actions. Evaluating opportunities involves assessing their alignment with the brand\u2019s goals, capabilities, and target audience preferences. Prioritizing opportunities that leverage the brand\u2019s unique strengths and offer sustainable growth potential is key to successful pursuit. According to the McKinsey research mentioned above, more than 80% of consumer companies\u2019 growth comes from their core offerings, but many brands underestimate the growth possibility of those offerings.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">All too often, I\u2019ve seen brands overly focus on tactics. They cling to actions like SEO and A\/B testing in the hope that there will be guarantees of growth. By shifting the conversation to what\u2019s actually hindering sales, you can build a strategy around the tactics that will incrementally boost sales.<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\r\n\n<p class=\"wp-block-paragraph\">If you\u2019re wondering how to stay on top of marketing trends, the answer is &#8230; you might not have to. Just stay on top of the ones that make sense to your brand at this moment in time by forming a D2C marketing strategy that is unique to your business and your target customers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>As the Chief Insights Officer at\u00a0<\/em><a href=\"https:\/\/www.frontrowgroup.com\/\"><em>Front Row<\/em><\/a><em>,\u00a0<\/em><a href=\"https:\/\/www.linkedin.com\/in\/marktaw\/\"><em>Mark Wieczorek<\/em><\/a><em>\u00a0is continuously thinking: What\u2019s next? What can we be doing better? What\u2019s the next evolution? What will move the needle for our brands? Some days, that\u2019s working on advertising tech. Other days, it\u2019s digging into the data to figure out how to better position our brands for success. To Mark, staying ahead of the competition is a never-ending challenge, and no two days are alike.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Mark Wieczorek, Chief Insights Officer at\u00a0Front Row Navigating the complex landscape of modern business isn\u2019t for the faint of heart. Whether it\u2019s a massive corporation or a nimble startup, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":5925,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-5924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Staying Ahead of the Curve: Ensuring Your D2C Marketing Strategies Embrace Market Trends | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/staying-ahead-of-the-curve-ensuring-your-d2c-marketing-strategies-embrace-market-trends\/5924\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Staying Ahead of the Curve: Ensuring Your D2C Marketing Strategies Embrace Market Trends\" \/>\n<meta property=\"og:description\" content=\"By Mark Wieczorek, Chief Insights Officer at\u00a0Front Row Navigating the complex landscape of modern business isn\u2019t for the faint of heart. 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