Every few decades, retail brands discover a new way to connect with consumers. The early 2000s saw the beginning of an online media push that brought standardized content from one brand to many consumers. Mobile-targeted direct-to-consumer brands (D2C) brands reigned from 2010 to 2021, ushering in new ways to get in touch with their customers directly. This allowed brands to have a one-on-one relationship with consumers while also providing them with data and insights to better understand marketing impact in ways that had never before been possible.
