Brands should reach consumers through shoppable content to drive purchases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2020, 2:09 PM UTC

People are focussing on news and useful information during the ongoing pandemic crisis and not browsing shopping sites.

This piece states shoppable content can help make buying more accessible and convenient for consumers, while also enabling brands to engage with them in a trustworthy environment. Businesses creating seamless and innovative experiences to inspire people through trusted content would be able to stay ahead of the competition.

Mobile operator Verizon has launched specific features to make experiences instant, convenient and interactive for consumers. Shoppable content can help bridge the gap between discovery and purchase.

Verizon’s Rose Tsou says campaigns with shoppable videos saw two times higher CTRs and three times the engagement rate than the industry average for interactive videos. The article states this content format can help brands stay ahead of competition beyond Covid-19 pandemic and emerging technologies like 5G.

Read the original article

[6 minute read]