In What Ways is Direct to Consumer Marketing (DTC) Different from Traditional Marketing?

By Anita Jaynes on 30 August, 2021

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Virtually everything these days now tends to function and operate in the digital realm. And the marketing industry is certainly no exception. Gone are the days that we see 100-foot size coca cola commercials on billboards on the motorway, and pages upon pages of printed advertisements in the local and national papers. Digital Marketing mainly operates through using social media platforms where they are able to post engaging photographs, short videos, GIFs, emoticons and so on.

The Main Ways that the Marketing Methods Used by DTC Brands Differ from Traditional Marketing Methods

Many modern brands in 2021 choose to adopt Direct to Consumer marketing techniques. Thanks to social media, Direct to Consumer marketing is very effective and is now the easiest way for modern brands to connect and engage with their customer base. 303 London is a creative-minded Digital Marketing Agency in London which offers brands Direct to Consumer marketing campaigns and has experience working closely with many big-name brands.

Online channels importantly enable Direct to Consumer brands to market in a way where they can ‘cut out the middle man’ through advertising on social media, online videos, podcasts, blog posts and so on.

Whereas with traditional marketing approaches of the past, it was more difficult for the advertiser to connect with the consumer so easily and directly. Advertisements were often tailored according to what the marketing directors or executive saw as best. Whereas advertisements today are more centred on being consumer focussed and engaging with them directly through focussing on social media and the online channels that they spend much of their time using. 

Using Social Media ‘Influencers’ for Advertising Campaigns

These days, there’s a new form of celebrity unseen in previous decades of the past, so-called social media ‘influencers’, or internet personalities. These include young individuals who have grown over popular internet channels such as Youtube, Instagram, and TikTok in recent years, a few of the biggest most successful examples include Jake Paul, Addison Rae, KSI, and Lele Pons. 

Why are influencers so effective in social media Direct to Consumer advertising campaigns for brands? Influencers often have millions of subscribers and loyal viewers across multiple social media platforms, and high levels of engagement with any post they choose to post. Therefore, any marketing campaigns that are pushed by a brand using their faces or through their official internet channels will also benefit from high levels of engagement, lots of interactions (likes, re-posts, comments and so on), and will be able to connect with and have good access to their vast fanbase which could result in many new customers for the brand.

The Importance of Clicks and Engagement Levels as Measures of Success in Direct to Consumer Marketing

So, one way that digital marketing is very different from traditional marketing is that today campaigns on social media are very focussed on ‘engagement’. Examples of engagement include a like on Facebook or Instagram, a share on Facebook, a retweet on Twitter, a video comment or like/dislike on Youtube. Whereas with traditional marketing such as billboards and printed media is tended to be still images in printed media adverts. And television adverts in the past had lower budgets, less sophisticated videography and were generally more basic. 

All in all, Direct to Consumer marketing differs greatly from traditional marketing due to its attempt to go out there and connect more directly with the consumer, and keeping the consumer permanently at the forefront of digital marketing strategies.