D2C Demands a Different Approach to the 4 Cs of Marketing

Of course, you remember the 4 Cs of the marketing mix: convenience, communication, consumer and cost. Although they still apply, direct to consumer, also known as D2C or DTC, demands brands take a new approach to these fundamentals of marketing.

Convenience: Most consumer brands have built their manufacturing for scale, not convenience. They're designed to sell in pallets, rather than packages. D2C demands a new definition of convenience in order to meet consumer expectations.

Communication: While brands get top of the funnel advertising to build awareness, they haven't necessarily had to own full-funnel marketing. D2C requires consumer brands build the core competencies to communicate across the entire consumer journey.

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