65% of brands consider commerce content to be imperative

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 25, 2021, 3:23 AM UTC

COVID-19 increased the demand for credible intelligence and trustworthy information on online goods and services, according to Impact.com.

The report found that commerce content would be an integral component of the overall strategy for 65% of brands in their marketing campaigns this year. Consumer behaviour has changed as a result of the pandemic, with more than two billion people purchasing online in 2020 and spending $4.2 trillion.

Publishers predict that revenue driven by commerce content could grow over 50% in 2021. For both publishers and brands, commerce content published by independent media that provides insights on goods and services is surging.

ROI from content programs resulted in higher revenue according to 45% of publishers, and 41% reported augmented cashflow, followed by improved profit margins (34%). Product reviews, announcements and comparison shopping articles are the most used format of commerce content among publishers.

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