To serve DTC brands, agencies need a “more iterative approach”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 07, 2019, 1:57 AM UTC

Emerging agencies are exploring new ways of working and payment models.

This article states that the relationship between direct-to-consumer (DTC) brands and customers has diminished the reliance on traditional stores and middlemen. Typically, internet-led DTC brands target young audiences and build relationships focused on subscriptions, ecommerce, data, and customer experience.

Accenture Interactive’s Shane O’Leary says that new Digitally Native Vertical Brands (DNVB) first test waters and then combat limitations by assessing different options. More mature DTC brands use mass media and seek new forms of distribution, better understand their supply chain’s effectiveness and build relationships with large retailers.

Since DTC brands are taking control of their creative, digital and social campaigns, they prefer in-house talents over outside agencies. Hence, agencies need to adopt a “more iterative approach”, while being flexible and responsive towards the needs of DNVBs.

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