David Tiltman, director de Contenido de Warc
According to Warc -the global marketing intelligence service- annual report, more brands are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services. “Low-cost start-ups have disrupted established business models with customer-centric online businesses. Innovative apps, buy buttons, subscription services and engaging branded social platforms have encouraged impulse purchases and trials with seamless transactions and personalized experiences” said David Tiltman, Head of Content at Warc. The research suggests that cutting out or minimizing the retailer ‘middleman’ allows brands that previously had no direct relationship with their customers to develop one. “The coming year is likely to be an area of considerable experimentation” Tiltman added. Warc Toolkit 2017 identified key insights on DTC that marketers should be looking at, such as: subscription services enabling brands to acquire consumer data; mobile DTC opportunities because it reduces the number of steps between browsing and buying; DTC ‘insurgents’ focus on strong customer experience; trailing with purchase buttons; routing to DTC online product demos; the rise of messaging app WeChat has created new opportunities for DTC (China); and, using DTC in emerging markets where product availability is limited. How brands are going direct-to-consumer is one of six key trends featured in Warc’s Toolkit 2017, produced in association with Deloitte Digital.
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