Past, Present and Future Ghosts of Direct-to-Consumer Brands
Forbes Indonesia|May 2021
Direct-to-consumer marketing (D2C) is a strategy to promote and sell a product or service directly to consumers, cutting out the need for intermediaries.
Gitta Amelia

Through the acceleration of consumer technology, brands can leverage social media platforms, integrated payment systems, democratic ecommerce platforms, and third-party logistics to acquire, serve, and communicate with their customers. The growing popularity of this strategy is rapidly changing the face of retail.

D2C marketing isn’t a brand new concept. Mail-order catalogs, which were first published in 15th century Venice, gave customers a book of products they could purchase directly from a particular merchant for mail delivery. D2C is the new and improved mail-order catalog.

D2C has yielded success through the use of targeted advertisements made possible by digital media. Through paid advertisements on social media platforms or KOL endorsements, brands can reach a particular market. By generating referral links and enabling cookies, a digitally-savvy brand can track conversion and optimize customer acquisition.

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