As India approaches the top position in terms of population, given the penetration of digital technologies and e-commerce, it is becoming an extremely lucrative market for consumer-facing (D2C) businesses. The way brands build their business strategy is changing over time, and with the development of digital marketing, more and more companies are choosing the D2C path. In effect, this means that they cut out the middlemen and sell their goods and services directly to the buyer.
So what does this mean for business in India? How are you changing your operations to take advantage of this growing market? Read on to learn more about how digital marketing is transforming the D2C market in India.
Let D2C brands scale on budget
Digital marketing has changed the way consumers shop, especially in favor of D2C brands, making it available to next-generation D2C brands to deliver the required brand awareness and targeting at scale at affordable prices, thus challenging traditional brands in space. By creating a consistent, cohesive and compelling online presence, brands can reach a wider audience through effective communication. In addition, by using the right digital tactics through search engine optimization and social media marketing, brands can further increase their visibility and reach key audiences. As a result, digital marketing is rapidly changing the way consumers shop, making D2C brands serious contenders for a larger share of the consumer wallet.
Universal approach for a specific target audience
Marketing is no longer about creating generic campaigns and hoping your target audience will see and respond to them. Digital marketing is all about connecting with your specific target audience through their digital footprint at the right time with a customized content strategy. For example, if you're targeting millennials in New Delhi, you need a different approach than if you're targeting middle-aged professionals in Chennai. The key is to take a one-stop approach by creating customized, personalized digital campaigns that meet the specific needs and requirements of each unique consumer in your target audience.
Therefore, understanding how your target audience uses digital channels is critical to properly targeting them. A deep understanding of what platforms are being used and how and what influences your purchasing decisions will help you create a powerful digital marketing strategy that will resonate with your target audience.
The right combination of channels for the right client
With a detailed understanding of online consumer behavior, D2C brands can use a smart mix of paid and organic tactics with compelling content to build awareness and trust, as well as test target consumers. There are several channels in digital marketing today that work directly with search engine marketing (SEM), email marketing, social apps (Facebook, Instagram, etc.) and affiliates. Each channel should be evaluated based on business goals and configured accordingly. In addition, influencer marketing is becoming another important source of trust and brand awareness. Here, reach and influence depend on the nature of the influencer, be it nano, micro, macro, or popular. It also becomes a great way to create compelling content at an affordable scale.
Investment for money or return of the spent rupee
As the ever-changing technology landscape and consumer behavior continue to create new challenges and opportunities, companies must adapt their marketing strategies to stay ahead. Digital marketing has become an essential tool for businesses, especially for D2C brands, and as such, it is an essential tool to achieve and develop growth. In a world where customers are full of choice and can easily choose any brand, digital marketing allows D2C brands to easily reach a wider audience and at a much lower cost than traditional marketing channels. With such low costs, the return on investment is extremely beneficial, especially for new generation enterprises. What makes digital marketing different from traditional marketing even more is the ease of tracking ROI, or the ability to accurately calculate the profit earned per rupee spent, which is relatively dubious in traditional formats. In addition, digital channels can be used to quickly capture valuable customer insights that can be used to improve product/service offerings and tailor messages for specific segments.
Using the latest technology and maximum comfort for customers
The way customers interact with companies and make purchasing decisions has changed a lot over the past decade. As more and more people in India gain access to the internet and smartphones, D2C companies are rapidly adopting the latest technology and keeping up with the latest trends to improve the customer experience and create strong differentiation. In addition to a compelling website or app that optimizes the user experience, social media activity, investment in influencer outreach, and digital content creation such as blogs and video tutorials have become cornerstones of digital success. MarTech platforms with new modalities such as interactive commerce, augmented reality (AR), virtual reality (VR) are changing the rules of the game in the digital space.
Overall, the move to digital marketing has proven to be beneficial for both businesses and customers. Customers now have more choice and convenience in their purchasing decisions, and businesses can reach a wider audience with personalized campaigns within their budget.
As the D2C space continues to evolve, so must the digital marketing strategies of these brands. Keeping up with the latest trends and technologies, D2C brands can always provide the necessary customer service.
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