Original article by Qumin’s Founder and CEO Arnold Ma, published in Warc.
People think D2C (Direct to Consumer) is a strategic option on how to launch a brand, but it’s not! In the past, you would first have marketing, and then people would go to your store. NOW you can launch a brand on social media – you can do everything in that increasingly connected web of services: Attract, Interact, Sell, Retain, Nurture relationships
This is the EVOLUTION linked to consumers wanting to get closer to the brand:
First, you had Amazon & Tmall – you needed ‘middlemen’ to build trust between buyer and seller. Then came Brand com where brands could build a more personal connection with consumers. Then came social and live commerce. So, D2C is an Evolution of retail and consumerism, not a ‘branch’. For the first time ever, what you do in marketing is directly linked to customer experience!