When we think about brands on social media, we tend to envision B2C brands. Indeed, those companies are more likely to sell their products and services on social channels compared to B2B brands . However, there is a place for B2B companies in this world., the Danish shipping company, which launched a social media campaign more than a decade ago to build its brand reputation. Managers were surprised to find that 22% of its 850,000 Facebook followers were actual customers .
Third, D2C means companies can control the customer experience with the brand. This is especially important for premium and unique brands that deliver their benefits, in part, through the channels experience. Companies should consider two important factors before entering this space. First, does the company have a robustfootprint in place to analyze and execute D2C strategies? This is important considering D2C models’ reliance on digital marketing, social media, and data analytics skills to deliver positive returns.