Digital Isn’t a Channel Anymore
Had a good conversation this week with a partner at a PE firm that works exclusively with CPG brands.
We were talking about DTC. Some of the brands they work with have large DTC channels, but investing in CRO is not the focus. It’s more about how they show up online and create a brand experience that builds confidence, adds value, and helps people make a decision, whether that happens online, on Amazon, or at their local Target.
It’s an idea I come back to often. An effective DTC website plays a bigger role than attribution can show. It sets the tone for the brand, shapes how people perceive it, and influences decisions across every channel.
"Digital" isn’t a separate thing anymore. It’s integral to how people live. They’re reading reviews, watching TikToks, and looking up recipes, sometimes all while standing in the aisle.
The most effective CPGs don’t treat channels in isolation. They focus on showing up in ways that feel connected, useful, and consistent across the board.
