Nikhil Lai
Member since March 2019Contact Nikhil- Evangelist Simulmedia
- https://www.d2cx.com/
- LinkedIn: https://www.linkedin.com/in/nikhillai/
- Twitter: @LaiNikhil
- New York New York
- 10016 USA
Motivating growth for D2Cx.com, our biddable TV advertising marketplace enabling direct-to-consumer brands to buy, measure and optimize TV.
Articles by Nikhil All articles by Nikhil
- Solving For Fragmentation In D2C Economy in
Marketing D2C Weekly on
08/26/2019
If brands scale primarily on digital, they risk getting caught in a customer acquisition arms race that leads to overspending.
- Growth Spurt: How D2C Brands Mature in
Marketing D2C Weekly on
08/12/2019
For some, like oral care brand Quip, growth means developing an end-to-end solution including services like Quipcare, a dental insurance alternative.
- Celebrating You: Why D2C Brands Need Self-Expression in
Marketing D2C Weekly on
07/28/2019
Whether running organic, customer-centric marketing or R&D, D2C brands give consumers an extraordinary opportunity to help develop the brands they buy.
- Appearing Everywhere: The Celebrity Culture Of D2C Brands in
Marketing D2C Weekly on
07/15/2019
The D2C growth playbook is substantially similar to the PR playbook used by celebrities to gain widespread recognition.
- Resilient Reign: Why Content Remains King In D2C Economy in
Marketing D2C Weekly on
07/01/2019
By integrating with content that consumers crave, whether on social, out-of-home or TV, and producing content worthy of craving, D2C brands become storytelling masters.
- Mirror Image: Seeing Yourself In D2C Brands in
Marketing D2C Weekly on
06/17/2019
A merger of brand and consumer identities is a crucial competence of D2C brands -- and, more generally, brands that are beloved.
- Consumer Intimacy: The Essential Value Of First-Party Data in
Marketing D2C Weekly on
05/28/2019
Heightened demand for consent-based marketing is attuned to the spirit with which D2C brands engage consumers.
- Plato Knows About Direct-to-Consumer Brands in
Marketing D2C Weekly on
05/13/2019
Plato's theory that everyone wants recognition not only explains the mechanics of democracy but also social commerce, on which many D2C brands are built.
- An Insufficient Label: The True Value Of D2C Brands in
Marketing D2C Weekly on
04/22/2019
Like "startup" and "AI," "direct-to-consumer" or "D2C" is a uniquely powerful label ascribing value to brands that deliver excellent customer experiences.
- Solving For Polygamy: Brand Loyalty In D2C Economy in
Marketing D2C Weekly on
04/08/2019
D2C brands are made for mass reach marketing. Their savvy for turning owned, earned and paid media into news heightens their memorability.
Comments by Nikhil All comments by Nikhil
- Consumer Intimacy: The Essential Value Of First-Party Data
by
Nikhil Lai
(Marketing D2C Weekly on
05/28/2019)
Hi James,Great question. I think performance marketing metrics like content interactions, form fills, and session duration per stage of marketing funnel, all potential generators of first party data, are signals of consumer intimacy. The more incisively a brand knows its consumers, the stronger those metrics should be. Best,Nikhil

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