By failing to understand how aware different audience groups are of them, Direct to Consumer (D2C) brands could be missing out on important opportunities to accelerate growth and differentiate themselves.
Armed with the right data, brand managers and marketers can make the right decisions for their business and future success. We measured how 62 D2C brands are performing in terms of brand awareness in the US, finding widely varying results across different audience segmentations.
The direct to consumer report from Latana explores brand awareness levels for different key audiences. Why? D2C brands have grown rapidly online but have relied primarily on digital marketing for that growth. In fact, 98% of such brands believe that they must invest in paid media, but this isn’t a sustainable means of growth. Oversaturated markets are pushing up Customer Acquisition Costs (CAC) to a level that is difficult for companies to sustain. As a result, these brands are now incorporating tactics from the traditional big brands.
D2C companies are beginning to focus more on the top of the funnel by building widely known brands. We see that especially as more and more TV campaigns from D2C brands are hitting our screens. But for brands who are used to getting instant results with paid campaigns, how is D2C going to be able to measure success?
It is more important that brands choose the right audiences to market to and track how their brand awareness is performing among those audiences. Therefore, not only will we look at general brand awareness levels for 62 US-based D2C brands, we will also look at how they perform for the following key audiences:
- Frequent Instagram users who care about brand
- Early tech adopters who live in the three largest cities
- Environmentally conscious consumers with a high level of education
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