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Industry Expert Pinpoints Data From D2C As The Holy Grail For Brands

November 21, 2018: 12:00 AM EST
One industry expert claims that D2C brand marketers are kicking traditional brands’ butts. Terry Kawaja of Luma Partners recently gave his “Fire Your CMO” presentation to the Association of National Advertisers' Masters of Marketing Conference. D2C brands are winning, he says, because of their convenience-focused distribution models and innovative approaches to accessing consumer data. They are demonstrating that consumers are happy to provide data if there is value in doing so, such as easier shopping or a superior experience. They are also proving that it’s more important to know why someone bought something than what it was, especially as customer preferences are fluid, even within the same day. When brands understand that, he says, they will start to know their customers. They can then engage with them, and build their trust and loyalty.[Image Credit: © LUMA Partners LLC]
Pam Erlichman, "Why DTCD (Direct-To-Consumer DATA) Is Secret To DTC Success", MediaPost , November 21, 2018, © MediaPost Communications
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