Legacy Brands Need Direct-To-Consumers' 'Fresh Look' At Marketing
Enterprise marketers that have watched direct-to-consumer brands infringe on their market share need to push the reset button, according to Comscore President Sarah Hofstetter.
"And I don’t mean start moving all your advertising to direct marketing on Facebook although that’s not necessarily a bad thing," Hofstetter says in this interview with Beet.TV at CES 2019. “But it is about the whole idea of thinking from scratch."
Instead of "iterating on media plans year over year," companies should take a fresh look and contemplate how they would build a new brand today and before deciding how to go to market. "And I think that is one of the best learnings that a marketer can get today from those direct to consumer brands,” says Hofstetter.
Citing the "migration to the big screen," she notes the need to consider the various ways that consumers are receiving content. Direct-to-consumer marketers would take the approach of an “if I were inventing that brand today point of view. How can I get the same kind of targeting and measurability from TV that I was getting from digital? And I think they’re doing a fantastic job.”
This video is part of Beet.TV coverage of CES 2019.