Once cutting-edge disruptors in the digital landscape, direct-to-consumer (DTC) brands have now carved out their own niche in the market; in fact, 80% of B2C marketers claim these digital natives impact how they deploy their own marketing strategies. From media buying to leveraging social channels effectively, DTC brands are seen to excel at all things digital.
While the internet has made the tools for starting and scaling a business readily accessible, it also means competition is fierce. Coupled with 2020’s ongoing impact on marketing budgets, DTCs need cost-effective tools to oust contenders in their space and continue scaling their businesses. One way to achieve this is through interactive digital video, an adaptable tactic that builds stronger digital communities, more efficient production processes, and highly personalised brand experiences.
Take shoppers from consideration to conversion
Although video content is prolific in the digital landscape, giving it a new twist can reinvent it for today’s consumer habits. DTC audiences especially connect with brands through influencer partnerships, Instagram posts, and YouTube tutorials, so to keep this content hyper relevant and engaging, marketers can turn these channels into interactive experiences. ‘Shoppable’ video hotspots, for example, enable consumers to click on featured products of interest, learn more about them, and even conduct transactions within the video environment. With direct-to-cart integration technology, DTCs can take their consumers directly from consideration to the point of purchase – making the most of high engagement levels and creating a seamless consumer journey.
Minimise production costs with AI-powered technology
With marketing budgets tight, the push to do more with less is stronger than ever. When time is money, increasing the efficiency of video content creation is one way to make the most of tighter budgets. Sophisticated technologies for building interactive video use computer vision – an AI-powered tool that automates product recognition. By analysing the details of visual content and identifying products within brand video, computer vision can auto-tag brand offerings and create interactive hotspots.
Alongside reducing time-intensive processes, this tool facilitates automated personalisation capabilities. DTC brands are renowned for their close relationships with consumers and so have a wealth of insights into preferences and behaviours. When informed by these insights, computer vision can use brands’ product catalogues to identify items relevant to individual viewers, then deliver tailored purchase recommendations within ‘shoppable’ hotspots. Through AI-driven technology, DTC brands can maintain their position as frontrunners of the highly personalised shopping experience, witnessing dramatic uplifts to their conversion rates as a result.
Maintain loyal, ongoing digital communities
Over 70% of brands agree it’s cheaper to retain a customer than acquire one, while a further 89% see the consumer experience as a key factor in retention rates. With this in mind, DTCs need to invest in cost-effective methods to inspire brand loyalty and sustain their digital communities. Interactive features are an innovative means of ensuring this.
Video branching, for instance, places control of the brand experience at the viewer’s fingertips. It grants consumers a choice of video elements – whether that’s the music played or product featured – and allows them to personalise their own digital journey. Moreover, video branching allows DTCs to create one brand video that is customisable to every consumer, instead of multiple variations. Interactive video therefore allows for a much simpler targeting strategy to reach the right audience.
DTCs that explore fresh opportunities in digital advertising will see their business evolve and scale. By being smarter with smaller budgets, and delivering stronger, more relevant brand experiences, DTC brands can stay ahead of the competition and generate greater revenue.
Are you a direct-to-consumer brand? Visit onedash.com today to discover how you can implement cost-effective, interactive video tools and overcome today’s market challenges.