Yotpo发布了“2019年D2C营销报告”
超过一半的受访者(54%)认为新客户是他们最重要的营销KPI之一,客户获取成为D2C品牌(Direct-to-Consumer,直销品牌)的一个关键领域。
为了避免来自D2C颠覆者的竞争,或者作为进入D2C市场的一种相对无缝的方式,一些大型CPG公司最近提高宣传和并购投资。例如联合利华以10亿美元收购DollarShaeClub,以及Edgewell Personal Care Company以14亿美元收购Harry‘s。
D2C品牌加大数字渠道投资
在广义上,3/5的受访者将社交媒体列为其最主要的客户获取渠道之一,而将付费广告(不包括付费搜索)列为首选渠道的受访者则少得多(16%)。
超过一半的受访者(52%)表示,与去年相比,他们正在增加对Facebook广告的投资;而49%的受访者表示,他们正在增加在Instagram广告上的支出。
调查发现,D2C也在增加对谷歌广告(47%)和谷歌购物广告(32%)的支出。
超过1/3的受访者(36%)表示他们将增加对意见领袖营销的投资。
大部分D2C品牌使用UGC
D2C营销人员认识到用户生成内容(UGC)的重要性,近3/4的D2C品牌(73%)已经在其电子商务网站上设置了客户评论专区,另有1/5的品牌(20%)计划在未来实施。在较小程度上,受访者允许客户发布原创照片(36%)和原创视频(15%)。
由于社交媒体是D2C客户获取的首选渠道,因此2/3的受访者(66%)在社交媒体中使用UGC并不令人惊讶。另有41%的人在电子邮件中使用UGC。
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