Specials

GUEST COLUMN: How D2C brands can level up their digital marketing game in 2022

From social media marketing to SEOs, what all D2C brands need to focus on in the coming year.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/01/03/deep_mehta.jpg?itok=x8ENmB_z

Mumbai: In today’s times, Direct-to-consumer is an extremely exciting space, primarily because there are so many interesting brands coming up in multiple industry verticals. Right from food to technology to health and many others, there are home-grown D2C brands making it big while raising investors' money handsomely. And we are seeing some very interesting products and services rolled out for the end-users.

Here are some focus areas on the top digital marketing activities that the D2C brands need to keep in mind when they want to market their products and services in 2022 –

Advertising on Google, Facebook, and Instagram

While this is something that most D2C brands are already doing to a very large extent, there is still a big gap in the way these campaigns are executed. Funnel wise break up of your ad campaigns on these platforms is going to be very crucial to be able to run profitable ad campaigns for your brand. In our experience of working with D2C startups, we have always advised having - remarketing campaigns right from the start, campaigns focused to maximise conversions, and using lookalikes as much as possible.

Retention Marketing

I primarily would like to talk about the usage of user engagement tools that help you retain. You want to focus on the lifetime value of your customers and while you do that the prime objective of your campaigns should be to use sophisticated tools like Webengage to bring the audience over and over again to your website and to have them purchase from you more than once in a year as per your product life-cycle.

Conversion Rate Optimisation

While D2C brands have spent quite some money in the acquisition game, the bleeding cost of sale has always been quite an important matter of discussion. In today’s time and age when the bottom line is super important from day zero, it becomes imperative that you focus on the conversion rate of the website as much as the number of conversions on your website. Reports which will help you understand where your users are dropping off and where you probably need to do a quick fix need to be generated regularly.

Do not take an SEO any less seriously than earlier

SEO is still one of the primary factors that will give you a long-term arbitrage on your cost per sale or cost of acquisition. This is primarily because when you are spending a lot of money in your acquisition campaigns using advertising models there is a very good chance that your organic growth will help you lower the overall cost for acquisition in your acquisition spree and help you remain sustainable in the long term. In our experience working with several D2C businesses, long-tail keywords with high intent and medium competition work best.

Social Media Marketing

Connecting with your customers is going to be much more important in 2022. With customers determining the persona of a brand depending on the kind of content they publish on their social media handles. If you want to be a cool brand you will have to have cool content on your social media channels for your customers to take interest and be connected to your brand in the long term. Start talking to your customers like a real person and not a suited-up brand.

Similarly, the kind of influencers that your brand intends to associate with is going to matter a lot. The kind of content your influencers have been pushing is going to also affect the kind of personality you’re going to build for your brand in front of your customers. Personalisation, thought leadership, and focusing on building a strong brand image will separate you from the crowd.

Being present omnichannel

Being present omnichannel is going to be as important in 2022 as never before. This is primarily because of the kind of user behaviour that customers today have started from checking out a product online but probably going off-line and purchasing the product. You have to be in sight so that you are in the top of mind recall for your customers And hence being available at their favourite offline or local stores is going to impact your sales numbers more than ever.

Creative Packaging

Having great packaging for your products will be important. This is primarily because no matter how good or bad the eventual product is, the way it is packaged paints the first impression for the customer.

(Deep Mehta is the co-founder of DigiChefs. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/27/tch.jpg?itok=1LadCNqA
The Content Hub 2022 Summit to be held on 29-30 June

Lights, camera and action! The scene is ready and the camera will soon be rolling on the sixth edition of Viacom18 presents Indiantelevision.com’s The Content Hub to be held on 29th and 30th June at JW Marriott Juhu, Mumbai.

Specials Event Coverage Content Hub
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/11/nt_summit.jpg?itok=AjW_6_0F
NT Awards 2022: Check out the winners!

IndianTelevision.com is back with its latest edition of the News Television (NT) Awards 2022, that recognises, honours and celebrates the ground-breaking work done in the space of Indian television news in the year gone by.

Specials Event Coverage News Television Summit
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/04/22/vd.jpg?itok=6No3FsTn
VidNet 2022: 'Over half of global online video services are subscription funded'

Over half of the online video services worldwide were subscription funded at the end of 2021, according to a study. The key findings of the study pointed out that while there are more subscription funded over-the-top (OTT) services worldwide, advertising is a much larger revenue stream for video-on...

Specials Event Coverage VidNet
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/14/1.jpg?itok=7duyoiAY
#Retrace2021: Influencer-led purchases played a big role in driving growth: SUGAR CEO Vineeta Singh

An established name in the Indian beauty & personal care market, SUGAR Cosmetics was among the early movers into the D2C (direct-to-consumer) space as a digital-first cosmetic brand.

Specials Year Enders
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/10/up.jpg?itok=uatWDJP7
#Retrace2021: Associating with marquee properties on TV helped us take a quantum leap on digital: Arjun Mohan

The only ed-tech “to have a ‘donkey’ as its brand ambassador”, upGrad has been hitting all the right notes, starting from its eye-grabbing ‘Don’t lick ass, instead kick ass’ 2020 ad to its fortune-teller donkey ad in early 2021 to drive across its “Sirf Naam Ki Nahi, Kaam Ki Degree” messaging.

Specials Year Enders
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/10/rv.jpg?itok=SM9B5kV8
#Retrace2021: Inching towards a connected future of audience measurement

It was for the first time since the 1960s, that Nielsen’s measurement lost a “seal of approval” from the industry that uses it, as leading advertisers and TV networks sought alternate means of counting their audiences.

Specials Year Enders
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/06/tv.jpg?itok=MV3uwaVl
#Retrace2021: Content and advertisers return to TV, AdEx remains elusive

2021 was the year of the paradox. The return of LIVE sports and original programming on TV continued to attract new and more advertisers to the medium ensuring a phenomenal growth in ad volumes over 2020 and 2019.

Specials Year Enders
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/03/newspaper1.jpg?itok=O2UXOBSS
#Retrace2021: A look back at print ad campaigns that stood out in 2021

Mumbai: Reeling under the aftermath of the pandemic, the Indian print industry began its road to recovery in 2021. According to the latest Magna Global Forecasting Report released in December, overall, the print industry grew +12 per cent from a low base (2020: -40 per cent), despite the slowdown...

Specials Year Enders
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/03/me-industry_0.jpg?itok=KjfI2sSY
#Retrace2021: How streaming wars re-shaped the global M&E industry in 2021

Beginning with the blockbuster M&A deal between Discovery and AT&T in May which created the world’s second-largest media company by revenue after Disney, intensifying streaming wars reshaped the global media and entertainment industry through 2021. At the heart of this transformation was...

Specials Year Enders