Direct-to-Consumer Has Sparked a New Era for Marketers
In this exclusive DAC interview, Terry Kawaja, Founder & CEO of LUMA Partners, explains how the direct-to-consumer (DTC) phenomenon has created a new era for today’s marketers. Are you ready for it?
Video Transcript
Terry Kawaja: Doing marketing the old way isn’t working because let’s face it, over half the Fortune 500 companies are declining in revenue. Clearly it’s not working. The ANA’s own research proves that out.
What I would say to marketers thinking about this challenge is really sink your teeth in. Study it. I have experienced DTC like all of us right? Personally, I use so many DTC products and services. It’s hard to count. I wake up in the morning and exercise on a DTC brand. I eat breakfast delivered from a DTC brand, I don DTC clothing. I transport to work on a DTC brand.
I’m telling you, it’s pervaded my entire life. Understand what’s going on here. Unpack the reasons for their success. The underlying premises for why this came to be so that you can then step back and think OK given our business, which is different, and much much larger scale.
What could we do that they’ve done where we can replicate some of this success? Get the IAB report, spend a day with that, and download the Luma DTC brand Lumascape. Everything from approach to the customer, design proclivities, utilization of data paying only for performance media, and all the way down to the marketing talent itself.
These are all aspects that every marketer should question and examine heavily. This is not a fad. This is not a passing phase where two years from now we’ll be like oh well that DTC thing came and went.
This is here for good. And so all marketers, it behooves them to study this and study it hard.
Category: Brand, How-To, Impact, People, Strategy, Trends, Videos
