D2C Marketing in 2023: Roadmap, Strategies, and Tech Stack

The D2C market in India is growing rapidly, with an estimated market size of $100 billion by 2025, according to a recent report by Data labs.

In recent years, more and more companies are bypassing traditional retail channels and selling directly to consumers through their websites, social media, and other digital platforms. This allows them to build a closer relationship with their customers and gather valuable data that helps them personalize their marketing efforts.

Let’s talk about a brand that has taken the D2C world by storm. We're talking about Bewakoof, the Indian lifestyle brand that has captured the attention of millions of consumers. How did they do it? By leveraging the power of D2C marketing, of course. With a focus on customer engagement and personalized experiences, Bewakoof has managed to become a household name in just a few short years.

What is D2C Marketing?

Direct-to-consumer (D2C) marketing refers to the practice of companies selling their products or services directly to consumers through their own channels, without relying on traditional retailers or middlemen.

However, D2C marketing isn't just about data and technology - it's also about building a brand people love and trust. Focusing on your core values and mission, you can create a brand that resonates with your customers and builds loyalty over time. How? Here’s a complete roadmap.

How to Create a D2C Marketing Roadmap?

Funnel-wise Strategies for D2C Marketing

1. TOFU (Top of funnel strategies)

Top-of-the-funnel (TOFU) strategies are marketing tactics designed to reach a broad audience and acquire potential customers. Here are some top-of-the-funnel strategies for D2C marketing:

• Content marketing (Creating awareness)

  This strategy involves creating and sharing valuable content, such as blog posts, videos, and social media posts, to attract and engage with potential customers. The goal is to spread awareness about the brand in its industry and start building a relationship with the audience.

• Email and WhatsApp outreach

  Build an email list of potential customers and use email and WhatsApp to reach out to them with relevant information about your product or service. Personalize your messages and include calls to action to encourage them to engage with your brand.

• Influencer marketing

  Partnering with influencers in the brand's industry can help expand the brand's reach and build credibility. Influencers can introduce the brand to their followers and provide a valuable endorsement. It also includes shortlisting the influencers based on the value they add through their content.

• SEO

  Search engine optimization (SEO) involves optimizing a brand's website and content to rank higher in search engine results. This can help potential customers discover the brand when they search for relevant keywords.

• PR and media outreach

  Getting featured in publications or on TV and podcasts can help increase brand awareness and credibility. Brands can pitch their story to journalists and media outlets to generate coverage.

• Events and activations

  Hosting events or activations, such as experience centers, can help generate buzz and excitement around the brand. This can allow potential customers to experience the brand's products firsthand and connect with the brand in person.

• Paid advertising

  Use targeted paid advertising on platforms such as Facebook, Instagram, and Google to increase your brand's visibility to potential customers. This can include a display, search engine, social media, and retargeting ads.

Real-life Example

Amura Marketing Technologies created a paid ad campaign for IVOOMi, an EV manufacturing company, to increase visibility, drive website traffic, and boost sales.

Prior challenges included a lack of digital brand awareness, no defined online journey, irregular postings, and no past digital sales. To tackle the same, we conducted market research, developed creative ad copies and visuals, used targeting options on Facebook, Instagram, and Google, and implemented retargeting ads. Furthermore, we regularly monitored and optimized the campaign to overcome the challenges.

The campaign achieved impressive results, including an ACOS of 0.7%, generating revenue, and increasing revenue through assisted conversions. It also boosted brand awareness and loyalty, with 50% more social media engagement and likes, and resulted in over 350 digital vehicle sales, meeting the primary objective of driving sales.

KPIs and Techstack for TOFU

2. MOFU (Middle-of-the-funnel strategies)

Middle-of-the-funnel (MOFU) strategies are marketing tactics designed to nurture potential customers who have already shown an interest in the brand. Here are some middle-of-the-funnel strategies for D2C marketing:

• Remarketing

  Use customer reviews and testimonials to showcase the benefits of your product or service. This can be done through social media posts, retargeting ads, and product pages on your website.

• Free trials and demos

  Offering free trials, or demos of the brand's products can provide potential customers with a risk-free way to try the products and see if they are a good fit. This can help build trust and credibility with potential customers and increase the likelihood of a purchase.

• Interactive content

  Quizzes, assessments, and calculators can be used to engage potential customers and provide personalized recommendations based on their needs and preferences. This can help build trust and establish the brand as a helpful resource, ultimately driving more conversions and sales.

• Nurturing potential customers

  Develop a lead nurturing program to keep potential customers engaged and interested in your brand. This can include sending personalized emails, offering exclusive content or promotions, and providing helpful resources or tips.

Real-life Example

Nisarga Herbs, an ayurvedic brand had no digital presence and customer nurturing strategy in place. This resulted in a low returning customer rate of around 17%. We helped the brand by implementing a retention marketing strategy to improve their overall ROI of digital marketing campaigns.

We recommended the implementation of dedicated tools for Email and WhatsApp marketing, which helped to set up automated nurturing flows and shoot 1-time campaigns. We also implemented automated transactional nurturing messages like abandoned cart flows and order notifications to support an increase in the conversion rate and make customer experience more seamless.

Additionally, Amura created a sense of urgency through countdown timer sticky bars and pop-ups during limited time promotional periods. As a result, the conversion rate has increased to 1.75%, returning customer rate has increased to 23%, and monthly revenue has grown by 185%. Between 10-15% of monthly revenue is now generated from Email and Whatsapp nurturing activities, compared to 0% before the implementation of the nurturing strategy.

KPIs and Techstack for MOFU

3. BOFU (Bottom-of-the-funnel strategies)

Bottom-of-the-funnel (BOFU) strategies are marketing tactics that are designed to convert potential customers into paying customers. Here are some bottom-of-the-funnel strategies for D2C marketing:

• Abandoned cart recovery

  emails can be an effective way to recover lost sales. Brands can send targeted emails to potential customers who have added items to their cart but haven't completed their purchase, offering a discount or other incentive to encourage them to complete the purchase.

• Loyalty and referral programs

  can be an effective way to incentivize repeat purchases and referrals. Brands can offer discounts, free products, or other incentives to customers who make multiple purchases or refer friends to the brand.

• Remarketing

  Offer limited-time offers and promotions to customers who have shown interest in your product but haven't yet purchased. This can include retargeting ads, personalized emails, and targeted social media ads that include offers and discounts.

Real-life Example

Amura Marketing Technologies helped the brand Kenstar with their remarketing strategy to address the conversion challenges in the competitive market. We executed a product-centric remarketing campaign, showcasing the features and usage of their products, aiming to connect with modern households.

The results were impressive, with ten million+ impressions, three million+ reach, and 1 million website visits. This indicates a successful implementation of the remarketing strategy by Amura Marketing Technologies for Kenstar.

KPIs and Techstack for BOFU

Related Post:

How Can D2C Brands Effectively Reach Their Target Audience?

Other Smart Techniques to Maximize Sales

• WhatsApp Business

  By using WhatsApp Business, brands can communicate with customers in real-time, answer questions, and provide personalized support. This can help build trust and increase customer satisfaction, leading to more sales.

• WhatsApp Catalog

  Brands can use WhatsApp catalogs to showcase their products and make it easier for customers to browse and purchase products directly through the app. This can help streamline the buying process and make it more convenient for customers.

• Live Shopping

  Live Shopping involves hosting live events where brands showcase their products and offer exclusive discounts to viewers. This can be an effective way to build buzz and excitement around the brand and encourage impulse purchases.

• Instagram Catalog

  Instagram Catalog allows brands to showcase their products on Instagram, making it easier for customers to browse and purchase products directly through the app. This can help increase visibility and drive more sales through social media.

• Push Notifications

  By sending push notifications to customers' devices, brands can remind customers about promotions, new products, and other relevant updates. This can help keep the brand top-of-mind and increase the likelihood of a purchase.

• Brand collaborations

  Collaborating with other brands can expand your reach and tap into new audiences. By working together, D2C brands can create more engaging and memorable campaigns that resonate with their target audience.

Related Post:

What is the North Star Metric? Why does it matter? And how to define it?

Hyperlocal Marketing

Hyperlocal marketing is a type of marketing that focuses on a specific audience inside a specific geographic area. This strategy targets a certain group of customers who like to purchase from nearby businesses. This strategy allows D2C brands to focus on a specific geographic area, whether a city, neighborhood or even a specific street.

To connect with local consumers, brands can understand their specific needs and preferences and customize their messages and offers accordingly. So, how can you execute a hyperlocal marketing strategy? It's all about using the right tactics, like

• Improving search visibility with local SEO

• Targeting specific neighborhoods with social media ads

• Offering local promotions with geo-targeted email campaigns

• Building credibility with local influencers and businesses,

• Collaborating with those who have established trust with local consumers.

Swiggy Instamart and Dunzo are hyperlocal delivery services that offer quick delivery of groceries and household items from nearby stores. By partnering with local businesses, they offer a wide range of products and services to customers while also supporting the local economy. This approach helps them stand out from larger e-commerce platforms and build strong relationships with their communities.

Advantages of D2C Marketing

Bottom Line

Understanding the latest trends and best practices is important to stay ahead of the game. By following the strategies and tips outlined in this blog, you can stay on top of your game and achieve your marketing goals.

Partnering with a full-funnel growth marketing agency like Amura is another great option to launch your online store, scale your business, and kick-start continuous sales successfully. With innovative tech integrations and creative marketing solutions, we at Amura help businesses grow a community of loyal customers while increasing revenue.