How shoppable content can supercharge your brand

The average consumer is exposed to up to 3,500 brand messages a day. That’s a big challenge for marketing managers trying to break through the clutter. Customer attention is a scarce resource – here’s how to catch it.

According to Cisco, by 2020 over 80% of internet traffic will be video. As we move into this more visual marketing world consumers, who are already familiar with hyperlinks, will expect to interact through video and pictures in the same way. In this new environment, relevant and compelling content marketing has the power to build rapport and customer engagement.

Here are two ways you can use the latest ad tech to help your brand stand out. It will also help your customers explore, discover, and buy directly from a piece of content:

Shoppable video or pictures

This fantastic storytelling medium bridges the gap between customer interest and customer action. In a cookery video, for example, viewers can see exactly what brands of knife or blender the chef is using. They can also find out everything they need to know about the products and buy them with one or two clicks directly from the video.

You can by-pass ad blockers (now installed by around one third of users) by combining shoppable and editorial content, such as how-to guides or interactive look-books. By making your content more interactive and interesting, you can capture customers’ attention and increase opportunities to monetise their attention. Discover some of the best shoppable video examples here.

Social media and influencer marketing

User generated content – from customers or social media influencers – is a powerful endorsement. When done well, influencer marketing complements your other content marketing. By telling their personal story, influencers show customers how your brand fits their aspirations and lifestyle. This can significantly boost brand trust. You can also increase your brand reach through multi-platform exposure. Embedding shoppable content into these campaigns helps influencers improve their efficiency and gives marketing managers the tools, such as individual product CTRs, to measure the value of their brand deals.

Embedding shoppable video or pictures into your content and influencer marketing campaigns lets customers flip through articles, videos, photos, TV shows or ads, and – with the tap of a finger – instantly buy the items they desire. This simplifies the path to purchase, improves customer experience and boosts conversion rates.

You are also capturing their attention at the precise moment when they are in the mindset for learning about a particular topic and have a higher propensity to buy. You are pulling them in through relevant content they have chosen to engage with rather than pushing ads to them.

Want to see this compelling combination of ecommerce and content marketing in action? Check out these case studies for IKEA and Nike.

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