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Digital Native Brands (DNBs) have radically changed the landscape of online commerce and marketplaces. These brands, designed for the digital world, are developing rapidly thanks to modern, innovative strategies. By contrast, established brands, rooted in traditional methods, often struggle to keep pace. This article explores in depth the differences between DNBs and established brands, and how the latter can learn from new digital strategies.
Digital Native Brands: DNBs use advanced analytical tools to define and understand their target audience with the utmost precision. They segment their audience into specific groups based on demographic, behavioral and psychographic data, enabling them to personalize their marketing strategies to maximize impact.
With tools such as :
Established brands: Traditional brands rely on broader, less targeted segmentation methods, often based on historical data and traditional market research. This approach limits their responsiveness and the personalization of their offers.
Aspect | Established brands (GSK) | Digital Native Brands (Glossier) |
---|---|---|
Collection methods | Consumer panels, market research | Real-time data analysis, direct feedback |
Data type | Demographic, historical behavioral | Demographic, behavioral, psychographic |
Segmentation | Broad, less specific | Fine, customized |
Reactivity | Limited time between collection and analysis | Immediate, quick adjustments |
Personalization | Low, generic offers | High, offers tailored to each segment |
Digital Native Brands: DNBs exploit collaborations with influencers and celebrities to rapidly increase their visibility and credibility. They tell compelling brand stories and invest in compelling visual presentation to create a strong, memorable brand image.
Like the example of Amazon live, which mixes sales with lifestyle to sell better.
Established brands: Traditional brands can be slower to adopt these new collaborative strategies. They often prefer traditional advertising campaigns, which limits their potential for rapid growth and connection with a younger, connected audience.
DNVBs in France show rapid online growth thanks to significant investment in digital marketing and a multi-channel presence, often outperforming established brands in these aspects. Their specialization in certain sectors and their digital-focused strategy enable them to expand rapidly on marketplaces and other online channels.
According to LSA:
Growth in number of DNVB:
Dominant business sectors:
Customer acquisition cost:
Investment in digital marketing:
Multi-channel presence:
Digital Native Brands: DNBs invest heavily in high-quality visual content, including professional videos and well-designed websites. They use a consistent and attractive visual presentation to effectively convey their message and appeal to their audience.
Established brands: Traditional brands can find it difficult to adopt the latest trends in web design and visual content. Their online presence may seem less dynamic and less adapted to modern consumer expectations.
Digital Native Brands: DNBs build and maintain constant engagement with their audience through robust email lists, regular updates, promotions, and relevant, personalized content. They use social platforms to interact directly with their customers, creating a community around their brand.
We can take the example ofHydratis, which is more flexible in terms of communication, surfing on social networks, trends ...
Established brands: Traditional brands may use less personalized communication methods, relying more on mass marketing campaigns and traditional customer relationship management methods, making their communication less effective and engaging.
Here's a comparison chart between Digital Native Brands (DNBs) like Hydratis and established brands, highlighting their approaches to engagement, communication and types of advertising on marketplaces:
Aspect | Digital Native Brands (DNB) - Hydratis | Established brands |
---|---|---|
Email Marketing | - Robust, segmented email lists - Regular, personalized updates | - Generic and less frequent emails - Standardized mass campaigns |
Relevant content | - Targeted promotions and exclusive offers - Personalized, relevant content (blogs, tutorials) | - More general content - Less personalization |
Social Networks | - Direct interaction with customers - Creation of an active community - Organization of online events and competitions | - Mainly used to serve ads - Less personalized interaction - Less effort to create an active community |
Targeted advertising | - Targeted ads on Facebook, Instagram, TikTok - Personalized Google Ads - Collaboration with influencers - Retargeting ads | - Television and radio advertising - Magazine and newspaper advertising - Generic online advertising - Sponsorship of major events |
Customer Relationship Management (CRM) | - Interactive and personalized approach - Quick responses via social networks and email | - More formal customer service - Standardized call centers and emails - Less personalized communication |
Digital Native Brands: DNBs pay particular attention to the details that enhance the customer experience, reflecting their commitment to quality and consumer satisfaction. They optimize every customer touchpoint, from packaging to after-sales.
For example, Horace is in the cosmetics business, but specializes in men's cosmetics (which are often aimed at women).
Established brands: Traditional brands can neglect certain aspects of the customer experience, focusing more on their products rather than the service details that make the difference in modern consumer perception.
Digital Native Brands: DNBs are adept at strong product launches, using strategies such as pre-orders and teasing campaigns to build anticipation and excitement around their new offerings. They also exploit customer feedback to fine-tune their products before the official launch.
For example, we have my jolie candle, which offers candles with jewels, an incentive to buy, and a type of advertising that has an impact on the consumer.
Established brands: Established brands often adopt more traditional approaches to product launches, which can seem less dynamic and less in tune with the expectations of the modern audience. Their launch process can be longer and less flexible.
Here's a table comparing launch and innovation strategies between Digital Native Brands (DNBs) and established brands:
Aspect | Digital Native Brands (DNB) | Established brands |
---|---|---|
Example | Glossary | L'Oréal |
Launch Strategy | Pre-orders and teaser campaigns | Traditional launch with advertising campaigns |
Using Feedback | Rapid integration of customer feedback before launch | Formal feedback collection and integration process |
Excitement | Creating buzz via the online community | Large-scale advertising and in-store events |
Development Process | Agile and fast, with frequent adjustments | Long and structured, with in-depth research |
Flexibility | High flexibility to react to returns and adjust products | Less flexible, rigid process |
Time to market | Fast thanks to pre-orders and continuous adjustments | Slower due to rigid development processes |
Digital Native Brands: DNBs regularly evaluate and adjust their strategies to stay relevant and competitive. They use data analysis and customer feedback to adapt to new trends and market developments, demonstrating greater flexibility and responsiveness.
Like Merci Handy, who's going to use influencer marketing, which is very trendy at the moment.
Established brands: Traditional brands can be less agile in assessing and adjusting their strategies, relying on longer, less responsive planning cycles, which can make them less competitive against DNBs.
Aspect | Digital Native Brands | Established brands |
---|---|---|
Audience identification | Precise segmentation based on analytical data | Broad segmentation based on traditional surveys |
Growth and Collaboration | Collaboration with influencers, captivating stories | Traditional advertising campaigns |
Visual Content | Investment in high-quality visuals | More conservative online presence |
Commitment and Communication | Personalized engagement via email and social networks | Less personalized mass communication |
Attention to details | Optimization of contact points, enhanced customer experience | Less attention to service details |
Launch strategies | Striking launches, use of pre-orders | Traditional approaches, longer processes |
Continuous Improvement | Regular adjustments based on data analysis | Less reactive planning cycles |
Digital Native Brands have leveraged modern technologies and innovative strategies to grow rapidly online and on marketplaces. Their ability to deeply understand their audience, collaborate effectively, invest in quality visual content, and engage with their customers in a personalized way sets them apart from established brands. To remain competitive, traditional brands must embrace these new approaches and adapt to the expectations of modern consumers. By learning from DNBs, they can not only survive, but thrive in the ever-changing digital landscape.