New research showcases the changing marketing landscape, as well as revenue expectations. In a recent survey, Modern Retail and Glossy asked 88 self-described direct brands to both look back and look forward. Their answers paint a telling portrait of the DTC ecosystem
States can have vastly different NIL rules, but colleges can also limit or outright bar NIL activities that conflict with their own brand contracts. Experts said brands are expected to pour in more deals with college athletes now before regulations get more complicated and risky.
In the space of a year, L’Oréal has gone from letting fans purchase certain products from brand pages to sponsoring one of the biggest trends on the app: #TikTokMadeMeBuyIt.
Retailers that specialize in niche merchandise have a big challenge when it comes to reaching audiences through digital marketing. It's why online musical instrument retailer Sweetwater realized the best way to reach potential customers is through a customized affiliate marketing program.
As consumers grow more familiar with industry-wide supply chain snafus, brands and retailers have begun referencing supply chain problems in their consumer marketing efforts. While consumers may be ready to learn more about the behind the scenes of why their favorite t-shirt is out of stock, analysts interviewed by Modern Retail warn that highlighting supply chain issues can be a delicate balance.
A March 2022 Glossy and Modern Retail survey of 117 brands found that channels like TV, out-of-home marketing and events are all falling out of favor.
When Stryx launched about three years ago, 70% of its shoppers had never purchased cosmetics before. But thanks to its online platform and merchandise positioning, the company saw a 250% sales increase in 2021.
Over the past few years, a number of companies ranging from e-commerce consumer brands to fast food chains have built out first-party data hubs. Now, with continuously changing privacy laws, some marketers are suggesting a move to zero-party data, which refers to entirely volunteered user information.
Launched in 2017 as a Sephora exclusive, skincare brand Peace Out began to use TikTok as a crucial component of its marketing strategy, often prioritizing their content and influencer partnerships on the app over traditional channels. The brand spoke with Modern Retail about how it goes about its TikTok strategy.
While Facebook advertising was heavily reliant on cross-application user data to target users with relevant ads, Reddit instead offers brands paid placements inside self-segregated user communities or subreddits. In turn, over the past year, brands like Ulta and MeUndies have increased their investments in paid placements on the Reddit, while Reddit has invested heavily in staffing and expanding its advertising arm.
At first sight, the audiences of QVC and TikTok seem nothing alike. But body care brand Curie argues that both channels' cohorts love one thing: visually engaging products. Founder and CEO Sarah Moret explained that using the two channels in combination has helped the company drive 60% of its sales in 2021.
Sparkling water startup Aura Bora has begun to release new flavors through a limited time release every two months, to continue to drive buzz as it grows. The model has helped the brand drive repeat purchases and build retailer relationships, though small scale production has proven logistically challenging.
Left alone to navigate the world of Roblox, an online gaming platform used daily by 49.5 million mostly teen users, retailers risk falling into a marketing minefield amid increased regulatory scrutiny of child-friendly online games. In the absence of any real support from Roblox, businesses are being forced to self-regulate their games to avoid any pitfalls around marketing to children -- who may find it difficult to distinguish between advertising and non-advertising content.
As digital channels like Facebook become more expensive and less reliable, some DTC brands are giving linear TV a try. This year, startup brands like Kencko and Sagely Naturals are dipping their toes into the traditional television ad model to reach a bigger audience.
tates together virtually to discuss the issues of the moment, from data and diversity to TikTok, the metaverse, and the challenge of rallying remote teams. We’ve picked out some of the themes that our guests brought up repeatedly throughout the summit, including their thoughts on how their brands will improve in 2022.
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