# From Startup to Superstar: The Ever-Changing World of D2C Marketing In this episode of the MarTech Podcast, we chatted with Kelly Thornton, the founder and CEO of Tiege Hanley, about how direct-to-consumer (D2C) marketing has evolved over the years. Whether you're a business newbie or have been in the game for a while, there’s something here for everyone looking to understand the twists and turns of D2C marketing. ## The Wild West of D2C: From Small Begi ings to Big Brands Remember when brands like Harry's, Dollar Shave Club, Allbirds, and Warby Parker were just getting started? Back then, D2C marketing was like the wild, wild west. These trailblazers leveraged the D2C model to enjoy better margins and direct data insights, allowing them to scale quickly while keeping a direct line to their customers. In the early days, these brands didn't always know how big they could get. Some, like Allbirds and Warby Parker, opened physical stores to expand their reach. Others, like Dollar Shave Club, stuck to their D2C guns and scaled globally. ## Taking It to the Next Level: The Retail Move A big takeaway from our chat with Kelly Thornton was that D2C brands often need to branch out into retail to keep growing. Why? It helps them make the most of their brand equity and reach those customers who prefer shopping in person. For instance, after operating mainly online for eight years, Kelly's brand just started selling in Nordstrom Rack, taking the first steps towards a bigger retail presence. ### The Authority Hurdle One big challenge for new D2C brands is building credibility. Major retailers like Target or Walmart are initially skeptical. So, having a solid D2C presence and a loyal customer base can really help. Showing off data about where your customers are located can also convince retailers to stock your products. ## How D2C Marketing Has Changed Our discussion with Kelly highlighted how the game's changed, especially with the rise of social media and influencers. ### Engaging Content is King In the past, a simple ad could get a lot of attention. But today, creating engaging content is way more complicated. People want high-quality, real content. Influencer partnerships have become key strategies for D2C brands to tap into existing communities that match their target customers. Key Factors in Modern D2C Marketingn- AuthenticitynAds need to feel real, not fake or overly commercial.n- RelatabilitynUse influencers who can really co ect with your audience.n- High-Quality ContentnMove beyond boring old images to create dynamic, engaging videos and posts.n- Data Utilizatio Use customer data to fine-tune your marketing strategy. ## Looking Ahead for D2C Brands As we move forward, the focus will stay on blending great content with smart data analysis. The rise of AI is also shaking things up, changing how people search for stuff online. Understanding these shifts will be crucial for staying ahead of the game. ### Wrapping It Up D2C brands have transformed from scrappy startups to mainstream powerhouses, often combining their online presence with smart retail partnerships. While the tools and strategies may change, the basics remain the same: understanding and engaging your customers. In today’s crowded market, the brands that succeed will be the ones that create top-notch, authentic content and use data-driven insights to grow. The future of D2C marketing will depend on these fundamentals as companies continue to adapt and i ovate.