. It was the year of direct-to-consumer brands, where many new ecommerce brands took off, but plenty still struggled to turn a profit, especially with the rising cost of acquisition and Amazon knock-offs starting to pillage DTC customers.
. Taking what I’ve learned from this group, I want to kick off the new year by revisiting what lessons marketers learned in 2019 and offering my predictions for what’s ahead in 2020 for both retailers and DTC brands.Coming into 2019, DTC brands were significantly outspending traditional retailers, partially fueled by VC investments. A CommerceNext study revealed that, and DTC brands were spending a larger percentage of ecommerce revenue on marketing.
I predict a marketing phoenix will arise from the ashes of all this experimentation and a new channel will prove so effective that it will start to challenge Facebook and Google. I don’t think this new channel will surpass Facebook and Google this year , but I predict marketers will start rallying around a new channel in 2020.
Combine that realization with the fact that brand marketing tactics are becoming more measurable, I predict we’ll see more dollars invested in brand marketing tactics that tell a story like TV, Podcasts and PR.As consumers’ social consciousness rises, so does their loyalty to brands with meaningful real-world impact and altruistic purpose. At the same time, smart brands will expand and improve their brand marketing storytelling.
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