In turn, the brand is able to utilize what it learns from consumers to inform its marketing strategy, blog content and even product development, which most recently led to a new rosé.
Meaning: fans can tell them in real time if it’s something they’re interested in seeing.
“We were able to effectively validate the product even before building and selling it based on having that direct line of communication,” Dukes said.
Phone numbers, email addresses and website reviews are important for the brand as part of its two-fold effort to grow its consumer database and its community. The brand’s strategy is evolving as consumer privacy is getting new attention.
First-party data is becoming increasingly important as privacy regulation will likely continue as Google Chrome is expected to phase out third-party cookies. In turn, first-party data such as phone numbers and email addresses may become the industry’s golden children as it looks to Article source: https://digiday.com/marketing/how-a-dtc-wine-brand-is-finding-first-party-data-in-sms/
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