DTC Marketers Favor Social Influencers Over First-Party Data: Klayvio Report
Social media influencers are the top Direct-to-Consumer marketing channel (71%), well ahead of streaming TV (59%), retail media (40%) and SMS (28%), according to this Klaviyo study. As a result, third-party data (84%) vastly outranks first-party (15%) and second-party (0%) data for 2023, although 67% expect second-party to be important in 2024. Lack of a single customer view is the top tech stack challenge (73%) even though (or maybe because) just 13% report having a CDP or CRM system in place.