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.

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

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.

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.

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?

eMarketer principal analysts at Insider Intelligence Mark Dolliver, Andrew Lipsman and Nicole Perrin discuss what H2 has in store. They then talk about the takeaways from Pinterest's Q2, why large companies want in on the D2C business model and a mobile advertising investigation.

Ecommerce is experiencing massive growth this year, and digitally-native, direct-to-consumer brands can capitalize on this trend by activating machine learning, leveraging visual storytelling and other winning strategies.

After launching in roughly 450 US Whole Foods locations—and partnering with New York City-based Italian restaurant Pomodoro Rosso last year—plant-based meat company Meatless Farm launched its own direct-to-consumer (D2C) site amid the pandemic, as consumer shopping behaviors continue to lean to ecommerce.

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.

Steven Borrelli, CEO and founder of Cuts, speaks with eMarketer vice president of business development Marissa Coslov about the D2C brand’s response to the coronavirus pandemic, including doubling down on ecommerce and social media marketing.

Janna Land, co-founder and COO of direct-to-consumer (D2C) food retailer FarmFoods, Inc., said SMS gave her “the ability to break through in a very noisy and competitive advertising environment.”. Land believes customers who receive texts are more inclined to open the company’s emails.

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.

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.

Athletic apparel seller Vuori is dipping its toes in a new advertising realm with its first-ever TV commercials—an opportunity to spotlight its high-in-demand product category, as many consumers are gravitating toward activewear amid the pandemic.

The food and beverage category is seeing the biggest gains in retail ecommerce sales growth this year as more consumers have gotten comfortable shopping online amid the pandemic. Over the past few months, Kellogg’s has also experienced this digital growth and implemented ongoing efforts to adapt to the rapidly changing retail environment.