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How vertically integrated brands use content to acquire loyal audiences

A memorable customer experience has the power to make people loyal to your brand. Brand loyalty ensures customers become repeat customers, and new business becomes regular business.

Brands that specialize in producing creative, insightful, or entertaining content provide memorable experiences for their consumers. People are intrigued by the brand’s content and anticipate future updates shared by the brand.

Anticipation for content will, over time, translate into intent to purchase your products. If you continue to engage your customers with memorable content in the post-purchase environment, you’ll retain their interest in your brand. Combined with well-timed promotions, you can maintain their loyalty to your business.

Digitally native vertical brands excel at the consumer experience

In recent years, technology has allowed online brands to engage with consumers and conduct their business solely through the internet. These digitally native vertical brands, or DNVBs as coined by Bonobos CEO Andy Dunn, put the consumer experience at the forefront of their business practices.

Creative and memorable content allows vertically integrated brands to acquire and retain large followings of consumers. Dunn describes the vertically integrated brands’ approaches to business as building relationships through impressive and remarkable moments.

Digitally native vertical brands are maniacally focused on the customer experience and they interact, transact, and story-tell to consumers primarily on the web.
— Andy Dunn, Founder and CEO, Bonobos

One example of a vertically integrated brand with exceptional content and service is Casper. The mattress startup creates clever content to market their mattresses, and disrupt the traditionally complex and drawn-out shopping experience.

Their content maintains a friendly and reassuring tone that educates and entertains viewers. People who view their videos receive an overview of Casper’s products and their approach to conducting business. The takeaway is an intriguing moment that invites viewers to learn more about the content, the products, and the brand as a whole.

Consumers want brands to use content for service

Customer service has evolved over the years as technology streamlines communications between brand and consumer. Social media has given consumers direct lines of communication to the brands they give their business. Many buyers use the platform for customer service.

Vertically integrated brands solely operate online and subsequently engage with their consumers using both content and service to provide a fulfilling consumer experience.

Using social media for service isn’t an uncommon trend, particularly among millennials and Gen Z consumers. According to J.D. Power Ratings, 67% of consumers use social media for customer service and expect brands to promptly respond to their concerns.

Former J.D. Power and Associates Director Jacqueline Anderson says a notable dichotomy exists between consumers who respond to social media marketing and those who use social media for service.

According to the data, social media marketing is most effective with established consumers.

  • 39% of 30-49-year-olds engage with a brand’s social marketing content

  • 38% of consumers aged 50 and above interact with social media marketing

  • Only 23% of 18-29-year-olds interact with social media content

In contrast, social media for service is more popular with younger consumers.

  • 43% of 18-29 year olds use a brand’s social media channels for service

  • 39% of 30-49 year olds use social media for customer service

  • Only 18% of consumers aged 50 and above feel comfortable using social for service

Companies that are focused only on promoting their brand and deals, or only servicing existing customers, are excluding major groups of their online community, negatively impacting their satisfaction and influencing their future purchasing decision. A one-pronged approach to social is no longer an option.

Consumers want brands to promote custom content

One of the reasons that vertically integrated brands provide such memorable consumer experiences is the creative types of content they promote to their audiences. Brands like Dollar Shave Club have pioneered the DNVB industry and improved the quality of content shared with their viewers.

Dedication towards producing unique and creative content is absolutely the trend for brands to follow. Studies by organizations like Time Inc. found that 90% of consumers prefer brands that engage with them using custom-made content. Similarly, 89% of consumers believe custom content is the best way for brands to break through the clutter online.

Custom content reflects your brand’s unique visual identity. Custom visuals or videos show people who you are, and what makes you distinct from all other competition in the marketplace. If your content is bold enough to capture people’s attention, you can then retain their interest by promoting your unique content with frequency and consistency.

Vertically integrated brands like Casper, Dollar Shave Club, Warby Parker and, of course, Andy Dunn’s Bonobos, are revolutionizing the consumer experience. These brands produce unique content that’s designed to make a consumer’s moments with a brand memorable and fulfilling. If your goal with content is to provide a more memorable customer experience, you can benefit by following the lead of these vertically integrated brands.

Eager to learn more about DNVBs and how they’re transforming the e-commerce industry? Register for our upcoming webinar to learn more about how vertically integrated brands are transforming interactions with consumers by blending visual content with campaign optimization.