EP01 - Building D2C Brands in 2025: Media Channels, Consumer Trends and Marketing Evolution

https://www.linkedin.com/in/aditya-somaiya... is the founder of https://www.367.agency/, a leading performance marketing agency specializing in D2C brands and Amazon marketplace optimization. With over 17 years of experience in marketing, Aditya previously ran his own D2C business for 5 years (2015-2019) and has worked at major companies including GSK India Ltd and Dabur in various roles spanning sales, trade marketing, and marketing strategy.

In this insightful conversation, marketing veteran Aditya Somaiya shares his extensive journey from D2C founder to agency leader, discussing the evolution of marketing functions and the critical balance between brand and performance marketing. The discussion explores emerging media channels like Connected TV and OTT while addressing how AI is fundamentally reshaping the marketing landscape and required skill sets.


MAJOR TAKEAWAYS

*Marketing Evolution*: The shift from execution-focused roles to strategic thinking as AI automates routine tasks
*Media Strategy*: How brands should adapt their channel mix as they scale, with emerging opportunities in Connected TV and OTT
*Brand-Performance Balance*: Why these marketing approaches should complement rather than compete with each other
*D2C Success Factors*: The importance of product-market fit and understanding target demographics, including underserved segments like older consumers



CHAPTERS

00:00 - Introduction to Aditya's Journey
02:44 - The Evolution of D2C Marketing
05:45 - Brand vs. Performance Marketing
08:35 - Media Channel Evolution in Marketing
11:40 - Emerging Channels: OTT and Connected TV
14:34 - Content Creation and Engagement Strategies
17:14 - Staying Updated in a Rapidly Changing Landscape
17:34 - Client Expectations and Agency Adaptation
22:25 - The Future of Creative Work and AI
24:32 - Evolving Skill Sets in the Age of AI
26:23 - Transforming Media Buying and Creative Roles
28:28 - The Rise of AI in Creative Production
30:27 - The Shift Towards Strategic Thinking
32:17 - The Changing Landscape of Agency Teams
34:20 - The Importance of Core Marketing Principles
36:08 - Trends Impacting B2C Brands
38:10 - Advice for D2C Founders