What Is Direct-to-Consumer Marketing?

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Pros of direct-to-consumer marketing
- More control. D2C brands have maximum control over their product, reputations, brand messaging and customer service.
- Access to customer data. Direct-to-consumer marketing makes it easier to acquire customer data to get a clear picture of buyer behavior and create more conversions while delivering unique, personalized experiences.
- Easier to build customer relationships. Because manufacturers that use direct-to-consumer marketing directly interact with people that buy their products, brands can make improvements on their offerings based on customer feedback, ultimately improving customer loyalty.
Cons of direct-to-consumer marketing
- Supply chain coordination. Brands that use direct-to-consumer marketing can face challenges in managing their own supply chain to ensure they have the appropriate inventory.
- Conversion. D2C brands often stand apart because they feature exceptionally low costs and/or free trials. Though free trials attract potential consumers, D2C brands run into problems with consumers frequently canceling at the end of the trial or paying for no more than a couple months of service.
- Requires additional expertise. Beyond creating a great product, D2C companies have to know how to acquire and retain customers, understand shipping logistics and devote more time and resources to processes that could otherwise be outsourced to intermediary companies.

D2C marketing examples
- Dollar Shave Club.
- Casper.
- Quip.
- Warby Parker.
- Ritual.
- Blue Apron.
- Prose.