Why Read This
The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of direct sales short. Chief marketing officers (CMOs) should instead consider DTC in the context of the larger brand experience. Indeed, marketing leaders should insist on DTC as an opportunity for marketing innovation and business evolution. The real value of DTC is to explore new business models, deliver value and service to loyal customers, as well as define new offerings.