November 20, 2023
With a people-first, holistic approach, RAPP owns the buyer experience and customer relationship through data and community. Shiona McDougall, Global Chief Strategy Officer at RAPP, delineates the essential components to keep with the curve of Direct-to-Consumer marketing.
Without spilling your secret sauce of course, what is your pitch on DTC?
DTC marketing has been quietly on the rise for decades. The pandemic simply accelerated change and demonstrated the long-term potential value to those businesses a little behind the curve who are now catching up. Owning the transaction experience can of course be brand enhancing. Owning the ongoing customer relationship and having access to the corresponding first party data is where the real value lies. Brands who take responsibility for really knowing their customers through data are able to serve them better. Brands who serve their customers better – whether through communication, product innovation or service support – are rewarded with repeat purchase, increased revenue, advocacy and loyalty (the real kind that consumers feel and demonstrate with their loyal behavior, not just the bribery kind that creates a balance sheet liability holding).
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