Change is sweeping across the world of DTC, and if you’re a part of it, you know the tempo. Everything moves SO FAST.

As we close out Q1, we see more and more players, brands and agencies pivoting towards the next monumental shift in marketing.

Here’s a guide to not just staying afloat, but leading the charge.

AI: Not Just Automation, But Unseen Optimization

We’re playing with it more and more. It’s easy to find yourself outpaced and overwhelmed. But when it comes to marketing, I find that beyond automation, AI is revolutionizing how we strategize and optimize, starting from a better and faster analytical process. A few examples?

  • Scraping data that can be reorganized, better digested and put to use, faster

  • A/B Testing variables with much more valuable insights

  • Spotting trends and patterns (in copy, creatives and campaign performance) to drive sharper, data-driven decisions

  • Helping market research going more in depth

  • Systematizing SOPs and internal processes for more efficient internal operations and quality control

What we’re digging and playing with right now:

• Maverick – AI smart email flows for e-commerce

• Julius and Motion– for data analysis and visualization

• Gemini – for better Google-integrated AI help with tasks and coding

• Perplexity – for deeper AI research

• ChatGPT new models – for optimizing copy and A/B tests, coding, and planning

• Claude – for structured Long-form writing and large file summaries

• Julius and Motion– for data analysis and visualization

• Pika – for video generation/editing

• Krea AI – for real-time AI image/design generation

• Eleven Labs – for AI voice synthesis/text-to-speech

• Runway ML – for AI video editing and content creation

• Zeck – For deck creation

Attention is the New Digital Treasure

Instagram Reels, Stories, TikTok videos, UGCs and other short-form content have changed the game from static visuals to animated narratives. Yet, the true hurdle is not just grabbing views—it’s about keeping the attention past the first 3 to 6 seconds and fostering meaningful interactions.

What To Do:

  • Dabble in diverse content: use short, catchy segments along with longer, valuable narratives to earn trust and credibility.

  • Focus on real engagement: pay attention to how long people watch, the comments they leave, and the content they share—these metrics matter more than just clicks.

  • Content recycling: turn one piece of in-depth content into numerous bite-sized segments across various platforms to broaden your impact (that applies to email resends too–you can recycle old top performing email campaigns as your email list grows!).

Trust: The Backbone of Genuine Connections

In an era where trust feels rare and third-party cookies fade out, first-party data gains value. Your email lists, subscribers, and loyalty initiatives aren’t just helpful; they’re crucial assets for cutting advertising costs, keeping engagement alive and maximizing LTV.

What To Do:

  • Grow your own audiences: offer valuable incentives in exchange for email and SMS opt-ins. 

  • There’s more than free shipping and discounts, ask your customers what’s the irresistible offer they could not refuse! Use post-purchase quizzes, forms, and popups.

  • Get personal and segment based on behavior, product preference and pain point to enhance customer retention and conversion.

Incorporate Storytelling and Validation

Investing in direct response ads is a must for growth, but, alone, it’s not enough anymore. You need real external validation and content variety to cut through the noise. A genuine, relatable nod from an advocate often carries more weight than a pristine branded ad. 

What To Do:

Tap into micro-influencers and content creators: they have pre-built trust with their audiences, offering you an authentic connection point.

Show the human side of your brand: Let customers in on your journey, your team’s stories, and use customer feedback to paint a relatable picture.

Invest in Content, not just ads: allocate a portion of your resources toward crafting content that educates, entertains, and connects. Use different formats and structures.

Adapting to the New Search Norms

Making the most of platforms like Instagram for search purposes is vital. As younger demographics turn to these platforms for product searches, being easily discoverable becomes imperative.

What To Do:

  • Use the full array of Instagram’s organic capability: Reels for top-of-funnel reach, Stories for mid-funnel engagement, On-feed Posts for nurturing trust with your followers and driving customers’ decisions.

  • Get savvy with social SEO: incorporate popular keywords and hashtags unique to each platform, ensuring your content is optimized for discovery.

  • Broad visibility: use search engine optimized blogs to maximize your Google visibility to help customers discover your products and find solutions to their pain points, going beyond paid efforts.