Direct-to-consumer (DTC) digital media marketing remains relevant for several reasons, and its significance continues to grow in the contemporary business landscape. Here are some key factors that highlight its relevance:
1. Targeted Advertising:
Paid advertising allows companies to target specific demographics and audiences with precision. From native interest audiences, to powerful remarketing segments like frequent purchasers or people who clicked but didn't convert, we're able to get in front of the right users at the right time with the messaging tailored to them.
2. Brand Control and Storytelling:
DTC marketing allows brands to have direct control over their narrative, values, and ultimately competitive advantages. If these value propositions are clear and enticing, users will feel like they can identify with a brand and more intimately connect without intermediaries. This direct communication fosters a stronger connection between the brand and its audience, and helps to turn customers into loyal advocates.
3. Rise of Digital Media:
With more and more people spending their downtime scrolling through social media platforms for inspiration and entertainment, digital marketing directly to consumers is more prevalent than ever because of the way people consume news and entertainment on mobile devices. In an era dominated by digital, all experiences have shifted to a digital format including the way the younger generation researches. For Gen Z, almost 40% of people go to TikTok or Instagram over Google when searching for more information.
4. Cost Efficiency:
Compared to traditional advertising methods like print, billboards or TV, paid ads across search, social, and even connected TV can be more cost-effective and show a direct impact on revenue through powerful tracking and attribution tools. Marketers can manage budgets with better agility—allocating budgets across campaigns and channels based on real-time performance data, scaling up with high-performing campaigns and reacting quickly with low-performers.
Black Friday / Cyber Monday 2023 underscored the importance of investing in paid advertising for DTC brands. We saw that this promotional period encourage seasonal shopping in online environments with Levitate Foundry's Ad Accounts averaging a 431% Return On Ad Spend on Meta and 742% on Google in the month of November.