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Publications
  • February 22, 2023
  • Article
  • Harvard Business Review (website)

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
  • Format:Electronic
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Abstract

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies need new marketing techniques to find customers today, and the 4Cs—content, consumers, creators, and celebrities — can help.

Keywords

Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

Citation

Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
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About The Authors

Ayelet Israeli

Marketing
→More Publications

Leonard A. Schlesinger

General Management
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More from the Authors

    • March 2025
    • Faculty Research

    Unintended Consequences of Algorithmic Personalization

    By: Ayelet Israeli and Eva Ascarza
    • 2025
    • Faculty Research

    Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning

    By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
    • October 2024
    • Journal of Marketing Research (JMR)

    Canary Categories

    By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
More from the Authors
  • Unintended Consequences of Algorithmic Personalization By: Ayelet Israeli and Eva Ascarza
  • Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
  • Canary Categories By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
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