Direct-to-Consumer Marketing Course

Free lessons written for and by the industry's most progressive direct-to-consumer brands & experts

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Direct-to-Consumer Marketing CourseDirect-to-Consumer Marketing CourseDirect-to-Consumer Marketing Course
Chapter 1
Brand
Chapter 2
Experience
Chapter 3
Growth
Chapter 4
Community
Chapter 5
Data
Chapter 1

Brand Fundamentals:
The A-Z of D2C Differentiation

The true test of a modern D2C brand is their ability to create strong enough brand differentiation to pull a purchaser away from Amazon and to their store. By and large, brands are differentiating by focusing on intangibles, like customer community and strong brand values, which, by its very nature, Amazon can’t provide. In this chapter, we focus on the ecosystem factors that give brands that intangible edge.

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5 Lessons
Tomer Tagrin
Tomer Tagrin
CEO of Yotpo
Lesson 1: The DNA of D2C
The Phenomenal Ascent of Direct-to-Consumer Brands
The anatomy of direct-to-consumer brands is simple, but re-engineering their success is complex. In this lesson, learn how industry trailblazers are redefining the rulebook for building a modern brand.
Erik Huberman
Erik Huberman
CEO of Hawke Media
Lesson 2: Marketing Intangibles
You Can’t Buy Emotional Connection on Amazon
When differentiating through intangibles, like lifestyle or values, it’s critical to get them right in the initial stages. In this lesson, learn how to bypass the most common struggles by honing in on the right persona.
Alicia Radabaugh
Alicia Radabaugh
Director of eCommerce at MVMT
Lesson 3: Pricing Strategy
Communicating Value Beyond Price
How do you balance affordability without cheapening your brand? In this lesson, learn how to plan a pricing strategy that compensates for margin compression and other market challenges.
Jonathan Poma
Jonathan Poma
CEO of BVAccel
Lesson 4: Cause-Based Branding
The Rise of Conscious Capitalism
When launching a cause-based brand, you have to align your business with a cause that is authentic and relevant. In this lesson, find out how to build meaningful relationships with your customers through cause.
Brendan Hastings
Brendan Hastings
Senior Director of Engineering and Digital Product at Thinx
Lesson 5: Brand Values
Brands That Stand for Something
Building your brand around a set of core values gives your business purpose and makes it stand out. In this lesson, learn how to foster authentic brand values as you scale.
Chapter 2

Purchase Experience:
The Digital-Physical Balance

The freedom from retail distributors has enabled D2C brands to take control of their customer journey and purchase experience, making the ways in which consumers experience a product itself, whether physically or digitally, critical to a brand’s success. In this chapter, learn how to build a purchase experience that weaves brand and product together seamlessly across physical and digital channels.

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4 Lessons
Mick McCarthy
Mick McCarthy
Chief Design Officer at Zehner
Lesson 1: Designing for Trust
Designing Experiences That Build Trust
Today’s brands must architect their sites for low-intent shoppers via inspiration and discovery mechanisms that inspire confidence. In this lesson, learn how to develop trust online.
Johanna Breman Tzur
Johanna Breman Tzur
CMO at JamesAllen.com
Lesson 2: Offline-to-Online
Bridging the Offline-to-Online Gap
Online-first brands face unique challenges in earning consumer trust for products customers have never seen before. In this lesson, get creative solutions for showcasing products online.
Bridget Fahrland
Bridget Fahrland
SVP of Digital Strategy at Fluid
Lesson 3: Discovery & Merchandising
Discovery in the Age of D2C
Modern brands need to ensure shoppers find the most relevant products at the right time. In this lesson, learn how to create a discovery path that leads to purchase.
Rainer Castillo
Rainer Castillo
Co-Founder of Chubbies
Lesson 4: Click-to-Brick
Taking Your Experience From Click to Brick
Experience is everything when building a physical presence. In this lesson, learn how Chubbies was able to design experiential spaces, choose optimal store locations, and tackle inventory challenges.
Chapter 3

Scaling Growth:
Strategies for Sustaining Success

In this section, learn how top D2C brands are upending traditional growth tactics by capitalizing on social as a channel for communicating intangible brand attributes, building smart and personalized customer journeys across channels, and innovating strategies for turning cult communities into brand advocates.

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6 Lessons
Aaron Orendorff
Aaron Orendorff
Editor-in-Chief at Shopify Plus
Lesson 1: Multi-Channel
So, What's Your Amazon Strategy?
As a brand grows, seeking new sales channels becomes near inevitable. In this lesson, learn how to use Amazon and other retailers as part of your distribution strategy without diluting your brand.
Mila Aldrin
Mila Aldrin
Director of eCommerce at Moon Juice
Lesson 2: Customer Community
Growing a Community That Loves Your Brand
Your brand community provides endless opportunities for growth and access to the most relevant audiences. In this lesson, learn how your best customers can help you reach like-minded shoppers.
Josh Enzer
Josh Enzer
CEO and Co-founder of Swell
Lesson 3: Word of Mouth
Supercharge Acquisition Through Customer Advocacy
Brands today face the challenge of not just creating a brand worth caring about, but reaching the people who it will matter to. In this lesson, learn how to use referrals to get to the right audiences.
Griffin Thall
Griffin Thall
CEO of Pura Vida Bracelets
Lesson 4: Influencer Marketing
Making Friends With Influencers
Building strong relationships with key influencers is a sure-fire strategy for eCommerce growth. In this lesson, learn how Pura Vida has adapted to the changing tides of Instagram and come out on top.
Chase Fisher
Chase Fisher
Founder of Blenders Eyewear
Lesson 5: Facebook Advertising
Mastering Facebook Advertising
As acquisition costs rise, many brands are turning away from Facebook, but that can be a serious missed opportunity. In this lesson, learn how to tackle the challenges of Facebook advertising.
Jay Williams
Jay Williams
Director of Digital Strategy at Agency Within
Lesson 6: Search Strategies
Standing Out on Search
Differentiating your brand from the wall of content that bombards users on Google is a major challenge. In this lesson, learn how to strategize and test smartly on search.
Chapter 4

Community & Loyalty:
Turning Customers Into Brand Fans

In this chapter, learn how D2C brands are taking traditional loyalty tactics to the next level to add value and foster the customer relationships responsible for their rapid growth.

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6 Lessons
Carrie Tyler
Carrie Tyler
Global Head of Content at Revolution Beauty
Lesson 1: Content
Using Content to Build a Community
Content may be king, but only if it's the right type. In this lesson, learn how to effectively build a loyal community by creating and sharing the best content for your brand.
Brian Peters
Brian Peters
Strategic Partnerships Manager at Buffer
Lesson 2: Social Communities
Social Strategy for the Instagram Generation
Social media is changing faster than we can keep up. In this lesson, get the low-down on the critical social trends that will help you build a loyal base of brand fans and advocates.
Erica Richey
Erica Richey
Director of Customer Marketing at ThirdLove
Lesson 3: Loyalty Programs
Tailoring Your Loyalty Program to Your Brand Community
With rising CAC, a killer loyalty program is table stakes. But not all programs are created equal. In this lesson, learn how to custom-build a loyalty program for your brand and business goals.
Agata Celmerowski
Agata Celmerowski
VP Marketing at Klaviyo
Lesson 4: Email Marketing
Making Email Your Greatest Retention Tool
When it's done right, email can be the most powerful channel you have for connecting with your customers. In this lesson, find out the key pillars for using email to boost CLTV.
Shane Pittson
Shane Pittson
Head of Marketing at quip
Lesson 5: Subscription Model
Building Loyalty into Your Business Model
More and more brands are turning to subscription models to offer more value to customers. In this lesson, find out how to build an engaged community of subscribers around your product.
Piers Thorogood
Piers Thorogood
Director and Co-Founder at We Make Websites
Lesson 6: On-site Community
Turning Your Brand into a Community Hub
Today's consumers expect your site to be more than just a point of purchase. In this lesson, learn how to create a website that is a destination for your brand community.
Chapter 5

Data-Driven 2.0:
A Direct Line to Customer Data

When great eCommerce experiences are table stakes, how do you leverage direct access to customer data to build a feedback loop that sustains growth and meets changing consumer expectations?

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3 Lessons
Peter Sheldon
Peter Sheldon
Senior Director of Strategy at Magento, an Adobe Company
Lesson 1: Collection & Analysis
Driving Experience with Data
Data drives powerful commerce experiences. In this lesson, learn how to collect the most important data from your customers and analyze it effectively to craft a better customer experience.
Spencer Wong
Spencer Wong
Head of Digital Experience at MADE.COM
Lesson 2: Customer Feedback
The Nexus of Customer Feedback and Data
Nothing can replace digging directly into shopper sentiment. In this lesson, learn how to combine user data and customer feedback for better insight into your shoppers' needs.
Nathan Richter
Nathan Richter
VP of Program Strategy and Insights at Dynamic Yield
Lesson 3: Omnichannel Journey
Building an Omnichannel Customer Journey
There's always another data point to collect to craft the "perfect" journey, but that doesn't mean you shouldn't start now. In this lesson, learn how to influence the customer journey in real-time across various touchpoints using data.

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