/ Aswen Tong/July 27, 2022 Guangzhou -- (July 27, 2022, Shanghai) On July 20, 2022, Jennifer Zhang, President of impact.com Greater China and an expert on Impact.com marketing, was invited to attend the Brand Planet 2022DTC Conference. On the topic of "How can DTC brand grow sustainably", Jennifer Zhang gave a comprehensive understanding of the global marketing structural trends from strategic insights, marketing touchpoints, organizational structure and other perspectives. She shared the business practices of impact.com as a partner marketing SaaS management platform in the global marketing market. To help DTC brand broaden its marketing horizon and empower its sustainable growth.
Many DTC brands have a common marketing dilemma. The "face the user" attribute requires direct contact with every user. If it completely relies on social media and KOL delivery, it is very easy to cause high marketing costs. However, less advertising and marketing will cause the growth of the brand to be stagnant. So how can overseas brands cope? Improving marketing efficiency is undoubtedly an effective solution to this key problem. No matter the DTC of mature brands or the new DTC brands, in the current high customer acquisition cost, there are three key points in marketing practice: upgrade the cognition of enterprise marketing and conduct enterprise marketing from a long-term perspective; Focus on the sustainable growth of the DTC brand; With the change of marketing structure, the brand and the enterprise are reconstructed from the inside out.
Jennifer Zhang points out in her share that nowadays consumers' purchase path changes into a non-linear change, and there is the possibility of purchasing behavior at each stage of the consumption path.
However, trapped in the traditional traffic mode downlink, for DTC brands, how to layout on the full link of the consumer purchase path, efficient access to consumer trust has become a key issue.
About this, the partner marketing whole-process management impact.com platform provides a unique solution.
"Consumers trust the information they find or the advice they trust from their partners rather than passively receiving an AD feed, so what the DTC brand needs to do is to push its brand and marketing messages where they can 'see' and 'trust'." Jennifer Zhang said, "Brands need to fully understand the marketing localization methods from 'Globalization' to 'Glocalization' to make local people speak local and do local things, so as to gain consumers' trust quickly and effectively promote their growth."
In addition, Jennifer Zhang mentioned in her speech that the reform of the organizational structure of foreign DTC brands is also quite inspiring for domestic DTC brands.
The marketing system and personnel structure of many domestic companies still take the flow as the core index to develop. In foreign countries, many companies have set up positions specifically responsible for partner projects.
An example is Barkbox, a pet supply DTC brand that has established partner marketing positions and managed partners through impact.com. In order to better build the brand image of caring for animals, the project leader innovatively selected pet rescue stations and dog walkers as partners, and the partners will also donate part of the commission income to the animal rescue fund. This project takes into account the transmission of brand value, but also brings performance to the enterprise. On the International Dog Love Day alone, the company recorded a 32% year-on-year increase.
On the basis of organizational adjustment, many large foreign brands have realized the C-level system upgrade and set up the position of Chief Partnership Officer (CPO) in charge of partner marketing projects. CPO is responsible for the performance of partner marketing, and can build a mature partner model for enterprises and improve the performance growth ability of partner marketing projects.
"Professional managers with the ability to enhance the vitality and maturity of corporate partners are in short supply, both for DTC brands and mature platform companies." "However, such human resources are extremely scarce among domestic overseas enterprises, and the reserve of specialized personnel related to partner marketing is relatively lagging behind. The recruitment and training of such human resources is also one of the urgent problems for overseas enterprises."
Want to scale partner marketing, not only with professional personnel, but also with matching management tools. In general, managing a large number of partner projects presents a number of problems, such as fragmented systems, cumbersome manual operations, and complex business reporting dimensions and metrics. Partnership Cloud, a whole-process partner marketing management SaaS platform of impact.com, and Activate, a whole-process overseas celebrity marketing management SaaS platform, can help brand marketers manage multi-types and multi-level marketing partners on a scale and improve partner marketing efficiency.
< /p>It is reported that the DTC conference is hosted by Brand Planet, Brand Planet is a digital media focusing on brand development with an international perspective, long-term focus on the development of DTC brand in overseas and Chinese market.
