SMS marketing has long remained under the radar. But several tailwinds will make sending text messages to customers a common practice in 2021.

Omada has a new tool that lets physical therapists monitor chronic pain patients from home—and while most startups like it focus on employer contracts, they’re missing out on a massive audience: the uninsured.

The direct-to-consumer (D2C) model has been making waves over the past few years, as a greater emphasis on owned and operated online channels has been placed. In 2020, this model became even more attractive as brands and retailers faced disrupted supply chains, delayed orders, and store closures.

Even before the pandemic, the direct-to-consumer (D2C) space was heating up in Western Europe. But the side effects of stay-at-home orders helped accelerate D2C’s popularity, and the landscape looks to be permanently altered.

On today's episode, we discuss what brand-new forecasts the forecasting team cooked up in Q1, including time spent with TikTok and some direct-to-consumer (D2C) numbers. We then talk about say-through rates for voice ads, the battle between host-read and preproduced ads, and how knowledge workers will soon use a virtual assistant every day. Tune in to the discussion with eMarketer senior director of forecasting Shelleen Shum, directors of forecasting Oscar Orozco and Cindy Liu, and forecasting analyst at Insider Intelligence Peter Vahle.

In-person discovery is an integral part of a spirit marketer’s strategy. So when brand discovery shifted online, Brenne Whisky found that consumers aren’t shy about a buy-to-try purchase. Watch Industry Voices Spotlight on CPGs with Brenne’s president and founder Allison Parc to hear how direct-to-consumer (D2C) access made continued discovery possible.

A direct-to-consumer (D2C) strategy wasn’t top-of-mind when soda brand Olipop launched in 2017. In fact, during its first year of business, the brand didn’t even have a website—primarily relying on retail brick-and-mortar partnerships to drive sales. But last year, everything changed.

On today's episode, we discuss why marketers need to work on their mid-funnel (mid-range) game and the potential opportunities. We then talk about Peloton's apparel ambitions, Walmart's Q4 and 2020 performance, and packaged food giants' game plan for direct-to-consumer (D2C) sales. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.

The emergence of new companies selling direct online has been a big story for some time. Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and garment retailer Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Tinuiti's Jesse Math, vice president, planning and platforms, OTT/CTV lead, for this live Tech-Talk Webinar. He will share how you can incorporate OTT video into your cross-channel performance marketing strategy to crush your brand’s goals in 2021.

The combination of growing inventory, brands pulling back ad spend, and the overall rising tide of ecommerce growth has reopened opportunities for many D2Cs.

The direct-to-consumer brand movement has reached a critical juncture. Which of these brands will make the leap into the mainstream before their runway runs out?

More than a year since launch, Verishop has made strides in the marketplace landscape. In addition to boosting discoverability efforts and continuing to work with direct-to-consumer (D2C) brands, the company is also dipping its toes in the social commerce arena.

Earlier this month, Mucinex unveiled Sickwear, a six-piece fashion collection that aims to help consumers get through the cold and flu season in style. While it may not be the typical route for a healthcare brand, its parent company RB has been leveraging different channels, including TikTok and now social commerce, to reach consumers—particularly those who may not be aware of its direct-to-consumer (D2C) business.

While D2C selling can boost revenues, its true power is in its ability to give marketers the insights they need to succeed across channels and replicate success long term.

D2Cs went back to their digital-first roots. “In recent years, many D2C brands realized that, in order to scale their businesses, they needed to experiment with secondary distribution channels, like opening up stores, partnering with retailers, and selling through wholesale distribution,” Liu said. “But during the pandemic, the majority of D2C brands' sales were coming from their online channels.”.

As noted above, 46% of the same professionals thought D2C would be big in the following 12 months. But several obstacles are looming. D2C in its original form may be running out of road.

The strongest brands are taking it a step further, recognizing the D2C movement for what it is—a massive value-creation opportunity. Nike is a prime example, leaning heavily into its Consumer Direct strategy. By the end of 2020, D2C sales will account for 33.1% of Nike’s revenues.

From product-focused creative to augmented reality tools and a proprietary delivery service, furniture seller Article is dedicated to great customer experience every step of the way. Watch Industry Voices with Duncan Blair, vice president of marketing at Article, to learn how its white-glove strategy has introduced consumers to online furniture shopping over the past year.

eMarketer principal analysts Jeremy Goldman and Jillian Ryan, along with senior analyst at Insider Intelligence Sara M. Watson, discuss what a reimagined workplace looks like, The New York Times digital transformation, what big tech can expect from the Biden Administration, whether the world is getting less colorful, podcasts as a direct line to consumers, how many people live underwater, and more.

The pandemic has hastened the digital future, but ill-conceived marketing tactics predicated on current events should be avoided. UK consumers are more wary of empty marketing rhetoric, so a mindful approach should be cultivated.