Direct-to-consumer (DTC) brands have been a disruptive force in the US economy, with many DTC start-ups gaining market share from legacy brands across multiple categories, but how well do marketers understand them or the shoppers who use them? ...
Marilyne Alie, Chris Perry and Imaad Ahmed, WARC Webinars, March 2020
Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.
This report highlights the DTC marketplace, including how it is encroaching on legacy brands, why consumers choose DTC brands, and how these brands are embracing advanced TV as a primary marketing platform.
A new wave of online shopping options promises ever quicker delivery, with 10 to 15 minutes the benchmark for services like Russia’s Yandex Lavka and Turkish app Getir which offer a range of basic items held in a network of small warehouses.
This article focuses on the growth of the digital health and wellness sector, with an emphasis not only on what sub-categories are expanding, but also on how this is affecting the marketing approach of some brands outside the category, which are integrating health and wellness into their offerings.
News that both Unilever and Procter & Gamble are struggling to turn their various DTC acquisitions into profitable businesses comes as new online-only brands increasingly look to brick-and-mortar stores and traditional media.
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Alex Brownsell, WARC Exclusive, October 2019
Speaking exclusively to WARC, Kelly Williams, ITV’s managing director/commercial, revealed that the broadcaster is seeing a surge of interest from new-to-TV brands precisely at the moment that some of the medium’s most dependable advertisers are slashing budgets.
The retail store as a site of commerce is blurring with its capability as a media channel, according to research from Starcom, which explores the ideas behind the store’s metamorphosis - here’s what you need to know.
DTC businesses are all about creating brands and growing them – and while there’s an understandable emphasis on performance marketing, the brand experience is ultimately a key factor in success or failure, says a marketer with experience of both ...
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.