How DTC brands remain competitive by investing in content marketing
The direct-to-consumer sales model allows brands to bypass third-party retailers, wholesalers, or agents and cultivate the customer relationship by controlling and analyzing every customer interaction. It comes as no surprise that now even retail-first companies have an online DTC presence. However, the rise of digital ad prices and increasing online competition make it hard for DTC brands to attract and maintain customers. Let’s see why DTC companies count on content marketing, and how the right kind of content can help them remain competitive.
The state of direct-to-consumer industry
US DTC ecommerce sales are expected to grow by 16.9% year-on-year in 2022, reaching a whopping $151.20 billion. According to Influencer Marketing Hub, over 75% of the DTC brands in the US today fall in one of the three categories: Fashion and Apparel, Home and Garden, and Food and Beverage. Among the big three, Fashion and Apparel is the largest in terms of the number of brands. Most Fashion and Apparel DTC companies specialize in selling jewelry, watches, fashion accessories, and footwear.
The reason for the growing popularity of the DTC sales model among fashion and apparel manufacturers is quite obvious: it allows them to track, capture, and analyze valuable data regarding consumer buying behavior. An online DTC presence allows brands to anticipate fashion consumers’ ever-changing needs and meet their growing expectations, giving them a leg up against competitors.
The reasons why DTC brands invest in content marketing
For a long while, DTC brands counted on paid ads on search engines and social media to attract new online customers. However, digital ad prices have risen over the past 12 months, with costs increasing across all major platforms including Facebook, Google, and TikTok. To give you an idea, Google and YouTube’s CPM had a 108% year-on-year increase in 2021. As the cost of customer acquisition keeps skyrocketing, DTC brands shift their focus to maintaining existing customers instead of acquiring new ones. In this regard, they strive to enhance customer experience, placing greater emphasis on content marketing.
Using immersive content to improve customer experience
Considering that one of the main tactics for success in content marketing is improving the quality of content, DTC brands endeavor to create content capable to engage online shoppers. For this purpose, many companies implement immersive technologies in their online stores. A great example of how a brand can get the most out of immersive content is the recent partnership between fashion brand Marine Serre, creative tech production house Sheriff Projects, and Cappasity, the company that provides solutions for creating immersive shopping experiences.
Sheriff Projects 3D digitized designs from Marine Serre’s Fichu pour Fichu collection using the Cappasity platform, and the brand embedded this immersive content into its website. Thanks to an interactive demonstration of the pieces, online customers can examine them as they would in brick-and-mortar stores: change the angle of perception, zoom in, and explore them from different angles.
Footwear brand SHOES 53045 also digitizes items in 3D to provide consumers with high-quality visual content and to bridge the gap between online and offline shopping. After embedding interactive 3D Views of shoes in its online store, the brand managed to improve online customers’ engagement. “Cappasity technology is just as innovative and edgy as we are. By offering customers the possibility to discover our shoes from every angle, it is the perfect technology to improve customer experience. We have noticed that our clients now spend more time on the product page than they did before. The Time on Page has been improved by 18% thanks to interactive 3D images,” comments Aurelia Ammour, Co-founder and CEO of SHOES 53045.
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