What is D2C eCommerce? Direct-to-consumer eCommerce, also known as D2C eCommerce, is a term for an eCommerce strategy. This strategy is where traditional B2B businesses start selling directly to end-consumers via an eCommerce site or app. For example, farmers selling directly to a customer who will consume their produce. Or, purse designers selling directly to the consumer instead of through a retailer like Nordstrom or Macy’s. To increase your user acquisition for your D2C eCommerce apps read our best practices for D2C eCommerce app user acquisition.
D2C eCommerce User Acquisition Best Practices
The D2C eCommerce app user acquisition model cuts out the middleman to go direct to their potential buyers. Research has also shown that 55% of consumers prefer to shop directly with the brand manufacturer over retailers.
The traditional retailer business model deals with bulk purchases. So, for a manufacturer to start selling direct-to-consumer they need to start selling individual items in their own ‘storefront’. Which is typically an online store or mobile app.
One of the biggest challenges for D2C eCommerce providers is competing with traditional retailers. With a D2C eCommerce strategy, the biggest challenge for manufacturers is having to compete with retailers. Retailers already have experience in selling to consumers and a good understanding of their clients and the retail market. In the mobile app market, this means fierce competition for acquiring mobile app users.
User acquisition is one of the most effective ways to grow a D2C eCommerce app user base because the campaigns meet consumers where they are, in a digital environment. User acquisition is the process of using data-driven mobile ad campaigns. This is done to build awareness for an app to capture new users. Unlike traditional advertising or campaigns that nurture leads at various stages, user acquisition campaigns are designed to convert users. And to persuade them to download a D2C eCommerce app right away.
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Which platforms are the best?
Facebook boasts over two billion active users, with users spending several hours per week on the platform. It is one of the most cost-effective forms of advertising to reach current customers. Also to reach new customers and people interested in a business or product.
Facebook advertising presents the opportunity for businesses of all sizes to reach their desired audience and sell directly to them. Businesses who leverage Facebook ads successfully can significantly grow their app audience in a predictable, measurable way.
Google boasts the largest direct and extended network of users in the world. In addition, Google App Campaigns (previously Google Universal App Campaigns) have become one of the best ways for advertisers to create ads where people can download an app directly from an ad. App Campaign ads – and all the settings available for Google App Campaigns – are designed expressly to generate app installs.
Google also offers other campaign types, like display ads and even text ads, to advertise apps. But the conversion rates for those campaigns are terrible compared to App Campaigns. Users are much more likely to install a D2C eCommerce app if they only must make a couple of clicks.
How should I plan a user acquisition campaign for my D2C eCommerce app?
D2C eCommerce app user acquisition campaigns work much like any other user acquisition campaign, with a few key differences.
Know your audience.
Mobile interfaces may be simplified compared to desktops, but they have got just as many (if not more) distractions. You want your message to get through all the noise. So you will need to know what type of messaging will appeal to your ideal users. You will also need to know which channels and publishers your ideal users flock to.
Find out which channels and ad formats fit your budget.
Don’t blow your budget on a display ad on The New York Times if in-app ads with video will work better.
Get your tracking and reporting dialed in.
Data-driven marketers love D2C eCommerce app user acquisition. It is a blend of art and science. With the art driving the creative development and science requiring a lot of number crunching. While it’s rare to find someone, who can manage both aspects, we have tools that can make up for any shortcomings in your teams’ skillset.
Develop great creative. A lot of it.
Creative is your most effective lever to improve the performance of your user acquisition campaigns. Especially now that Facebook and Google have effectively taken over intraday bidding and budgeting with automation, which has also simplified media buying due to improved machine learning algorithms. As a result, advertisers need superior creative to achieve breakthroughs. And, experienced Facebook and Google partners like us can provide it.
There are challenges for effectively marketing D2C eCommerce apps. First, there is the expense of creating enough high-quality ads to produce runaway successes. For example, 5% of ads capable of beating previous high performers. And the other challenge is to manage creative fatigue.
A 5% success rate means 19 out of 20 ads will fail along the way. That is a lot of creative. Human talent is needed to drive the process. Otherwise, D2C eCommerce app advertisers stand to lose a lot of money in their efforts to strike gold.
Use Optimization Algorithms to Your Advantage.
Facebook and Google UAC have improved their optimization algorithms. So much that advertisers of all sizes can access sophisticated optimization algorithms without becoming advertising experts. Both new and established companies can automate the most repetitive aspects of campaign management. And also achieve comparable financial results to acquire users effectively.
This means advertisers are now free to focus on what really counts to drive audiences to D2C eCommerce apps. Including creative development, creative testing, and audience selection.
To help advertisers to compete more effectively, we offer tiers of our managed user acquisition and creative services for Facebook, Instagram, and Google UAC. All D2C eCommerce app developers and lead generators, regardless of budget size, now have the means to get profitable. And, to scale their user acquisition on Facebook and Google App Campaigns.
Takeaways for D2C Ecommerce App Marketers
For D2C eCommerce apps, Facebook App Install Campaigns and Google App Campaigns are the best tools to acquire valuable users. To help level up your game, we provide creative services, fully managed user acquisition services and SaaS tools for advertising. We are your partner for creative strategy, production, optimization & analytics of social advertising. We have spent over $3 billion buying mobile app installs and leads on Facebook, Instagram, and Google. With over 300,000 videos and images delivered, we know how to move fast. We also know how to prototype ads to cost-effectively find winning concepts. Get in touch with us to see how we can help drive effective user acquisition for your D2C eCommerce app.