DTC brands can leverage traditional marketing channels like television to reach a wider audience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 03, 2020, 4:35 PM UTC

Marketers should integrate traditional marketing with online campaigns to enhance the effectiveness of their ads

This piece states with DTC space becoming more saturated, DTC brands can adopt traditional forms of marketing campaigns like television ads, direct mails, and out-of-home advertising. The author contends DTC brands should update and modernise traditional marketing mediums across channels.

Treating TV ads as digital campaigns by tracking various codes and testing creatives can help DTC brands effectively measure their performance. For instance, DTC brand Quip approached its out-of-home billboard campaign with a data-driven strategy and launched a post-survey to measure its effectiveness.

Brands can use data from social campaigns to glean insights into messages that resonate with consumers and create outdoor ad campaigns. The article says DTC brands can leverage direct mails to target high-intent customers and inform them about new products.

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