Jump to main content
Quick send CV Upload a brief

The Digital-First Revolution: How D2C Businesses are Shifting to Owned Channels

Direct-to-consumer (D2C) brands have been at the forefront of digital-first innovation in marketing. Traditionally, these brands relied heavily on third-party retailers and marketplaces to reach consumers. However, a noticeable shift has occurred over the past few years. D2C businesses are increasingly becoming digital-first, focusing on their owned channels and e-commerce stores. This transformation has permanently changed their operations and significantly impacted the required marketing talent. 


The Rise of Owned Channels

D2C brands are moving away from the traditional retail model, which often relies heavily on intermediaries and lacks control over the customer experience. Instead, they are embracing owned channels, which include their e-commerce websites, mobile apps, and email marketing. This shift allows D2C businesses to interact with their customers directly, gather valuable data, and build brand loyalty.


The Impact on Marketing Talent


1) Digital Marketing Expertise

With D2C brands prioritising their owned channels, the demand for digital marketing experts has skyrocketed. These professionals are skilled in various online marketing strategies, such as search engine optimisation (SEO), pay-per-click advertising, content marketing, and social media marketing. And they must navigate the ever-changing digital landscape to drive traffic and conversions on the brand's e-commerce platform.


2) Data Analysis and Customer Insights

D2C businesses now rely heavily on data to inform their marketing strategies. Data analysts and experts in customer insights play a pivotal role in helping these brands understand their customer base, track key performance indicators, and make data-driven decisions. Knowing how to interpret and act upon the data is crucial for sustained growth.


3) E-commerce and User Experience (UX) Specialists

A seamless and user-friendly e-commerce experience is paramount for D2C success. E-commerce specialists and UX designers are in high demand to create and optimise online stores, ensuring customers have a smooth and enjoyable shopping journey whilst increasing sales and customer satisfaction.


4) Content Creators

Content marketing remains a cornerstone of D2C marketing. Brands require content creators - including copywriters, graphic designers, and videographers - to produce compelling and engaging content for product descriptions, social media posts, email campaigns, and more.


5) Email Marketing and CRM Experts

Email marketing and customer relationship management (CRM) are vital components of D2C strategies. Email marketing and CRM automation specialists are essential to creating personalised, timely, and relevant customer communication, fostering brand loyalty and increasing customer lifetime value.


6) Influencer Marketing and Partnerships

D2C brands often collaborate with influencers and establish partnerships to expand their reach. Talent that can identify suitable influencers and manage these relationships is a valuable asset. These marketing professionals understand the importance of aligning brand values with those of influencers and partners.


The transformation of D2C businesses into digital-first, owned-channel-focused entities has fundamentally changed the landscape of marketing talent. Professionals with expertise in digital marketing, data analysis, e-commerce, content creation, email marketing, and influencer partnerships are in high demand. As D2C brands continue to grow and adapt to new consumer behaviours and preferences, the demand for these skills will only increase.


In this digital-first era, the ability to connect with customers directly and provide a seamless online shopping experience is paramount. The marketing talent that supports these efforts is crucial to the success and sustainability of D2C businesses in the changing world of e-commerce.


Interested in Driving Your D2C Brand to New Heights?

The shift to digital-first and owned channels is not just a trend; it's the future of direct-to-consumer business. Whether you're looking to enhance your digital marketing strategy, improve your e-commerce experience, or leverage data for deeper customer insights, the right talent can make all the difference.

If you're ready to elevate your D2C brand with the expertise it deserves, let's connect. Our team is dedicated to helping brands like yours find the marketing talent they need to thrive in this digital-first era. Reach out today and take the first step towards transforming your D2C strategy for unparalleled growth and success.


List #1

Related posts

The Digital Transformation of Professional Services

Teaser

Discipline expertise

Content Type

Articles

Publish date

04/02/2024

Summary

The pandemic has fundamentally changed the way businesses operate and reshaped clients' expectations, emphasising the importance of agility, efficiency, and digital fluency in service delivery. At

Teaser

Read more
Marketing and Communications Leader Series ep.5: Jen Barham

Teaser

Career advice

Content Type

Articles

Publish date

01/17/2024

Summary

Welcome back to EMR's Marketing & Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communications practitioners. Join us as we take a closer look

Teaser

In this episode, EMR's MD Tom Brockton interviews Jen Barham, Group Chief Marketing & Corporate Responsibility Officer at DC Advisory. Tune in to hear more about Jen's journey and insights.

Read more
5 ways to boost your communications career in 2024

Teaser

Career advice

Content Type

Articles

Publish date

01/12/2024

Summary

There has never been a better time to launch or boost a career in communications. 2022 was an excellent year to invest in communications, and in 2024, it’s even more vital as people want to feel conn

Teaser

There has never been a better time to launch or boost a career in communications. 2022 was an excellent year to invest in communications, and in 2024 it’s even more vital as people want to feel connected to a company.

Read more
Marketing and Communications Leader Series ep.4: Dominic Elliott

Teaser

Career advice

Content Type

Articles

Publish date

01/03/2024

Summary

Welcome back to EMR's Marketing and Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communications practitioners. Join us as we explore their pat

Teaser

In this episode, EMR's MD Tom Brockton interviews Dominic Elliott, former Head of Communications, Asset Management and ESG at Credit Suisse (currently Group Head of External Relations at Holcim).

Read more
Marketing & Communications Leader Series ep.3: Noreen Biddle Shah

Teaser

Career advice

Content Type

Articles

Publish date

11/28/2023

Summary

Welcome back to EMR's Marketing and Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communication practitioners. Join us as we take a closer l

Teaser

In this episode, EMR's MD Tom Brockton interviews Noreen Biddle Shah, former Head of Marketing & Communications at Numis, who recently joined Carne Group as their CMCO. Find out more about Noreen's path to success.

Read more
Survey on a computer and people
Pay Survey 2024

Teaser

Salary & Market Trend Guide

Content Type

Articles

Publish date

11/23/2023

Summary

Our Pay Survey 2024 is your opportunity to share your experience of pay and packages within your current sector and the wider industry and join thousands of professionals who contribute to our researc

Teaser

Our Pay Survey 2024 is your opportunity to share your experience of pay and packages within your current sector and the wider industry and join thousands of professionals who contribute to our research every year.

Read more
Falls in charitable donations create new challenges for marketing professionals

Teaser

Industry news

Content Type

Articles

Publish date

11/20/2023

Summary

Recently the charity sector has found itself facing unprecedented challenges influenced by the cost of living crisis. Donations have taken a big hit, making it essential for charities to cut costs whi

Teaser

Recently the charity sector has found itself facing unprecedented challenges influenced by the cost of living crisis. Donations have taken a big hit, making it essential for charities to cut costs while also maintaining high-performing marketing teams to maximize their efficiency.

Read more
Marketing & Communications Leader Series ep.2: Emma Hill

Teaser

Discipline expertise

Content Type

Articles

Publish date

11/13/2023

Summary

Welcome back to EMR's Marketing and Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communication practitioners. Join us as we take a closer lo

Teaser

In this episode of the Marketing & Communications Leader Series, EMR's MD Tom Brockton interviews Emma Hill, Group Brand and Marketing Director at Cardano. Tune in to hear more about Emma's career journey and insights.

Read more
The real cost of a contractor – not just the numbers!

Teaser

Hiring advice

Content Type

Articles

Publish date

11/13/2023

Summary

When it comes to hiring, many businesses will often default to permanent hires without even considering the option of bringing in a contractor. However, this can be a costly oversight. Whether a contr

Teaser

When it comes to hiring, many businesses will often default to permanent hires without even considering the option of bringing in a contractor. However, this can be a costly oversight.

Read more
Sam Brimble

by

Sam Brimble

Sam Brimble

by

Sam Brimble

CRM Manager: Understanding the Roles and Responsibilities

Teaser

Career advice

Content Type

Articles

Publish date

10/24/2023

Summary

CRM Managers often play an important role within an organisation, as they help utilise CRM technologies to their full potential and help ensure a seamless experience.  Whether you are considering a ca

Teaser

CRM Managers often play an important role within an organisation, as they help utilise CRM technologies to their full potential and help ensure a seamless experience.

Read more
View more