Digital first consumers of today rely on digital channels to interact with brands. Experience metrics is the key to engagement with such consumers. Half of Indians are accessed the internet through a mobile device in 2020, which could grow exponentially over the next two decades. Along with social media, the spread of mobile internet presents an opportunity for personalising the experiences of consumers. Organisations are constantly looking for expertise in sifting through the ocean of data. They also want a system that allows smart ROI out of content that they create, which helps them engage with potential customers.

The ease of reaching to the consumer with an aspirational brand is making digital first brands thrive. Traditional consumer product brands need to learn how the traditional companies have met the consumers’ unmet needs and serviced them.

Companies have launched their own D2C brands. Some have bought stake into the upcoming brands. But the challenge for the traditional brands would be to imbibe and help thrive the digital first culture that the D2C brands have.