The COVID-19 pandemic has hit the global economy hard, with many industries having been forced to make serious adjustments to keep up with the new ‘normal’. Every cloud has a silver lining, however, as the digital marketing industry can attest to.
With people stuck at home, online shopping experienced a huge boom, which has been great for direct-to-consumer brands, as it removed one of the biggest hurdles to growth: finding new customers. Digital brands have flourished, as a result.
The majority of these direct-to-consumer brands got started thanks to their social media ads aimed at younger shoppers. The rising marketing costs, however, forced a lot of these brands have tried to push into the mainstream with brick-and-mortar stores and TV ads, as well as direct mail, in order to reach people it couldn’t reach online.
The COVID-19 pandemic also had a silver lining on this front, as advertising rates online dropped hard thanks to other industries being hit hard by the pandemic, forcing them to cut down on advertising.
E-commerce research firm The Lead’s Chief Product Officer, Sonal Gandhi, explains that direct-to-consumer brands either make it on mainstream or die off. They note that, with everyone being online due to the pandemic, these brands can now reach older demographics, which they couldn’t do in the past.
Online businesses have reported better growth thanks to the pandemic, as they’re able to make gains with demographics like senior citizens, and the like. With everyone online, king kong agency reviews and the like aren’t limited to millennials and Gen Zs.