Shoppable content is a new way for brands to offer direct links to purchasable items featured in their content. But, according to one expert, many brands are missing out by not including this type of content in their digital space.
Kristina: What is Shoppable Content, and why is it important for retailers?
Marla Schimke, Vice President of Marketing, Zumobi: We see major brands looking for technology to provide their consumers Shoppable Content in order to deliver a more engaging mobile experience that directly affects conversions and purchases. With mobile content marketing being the most effective way to reach consumers, Shoppable Content is the natural next step in marketing strategy.
Shoppable Content is transforming the way consumers shop. Have you ever wished, that when reading your favorite fashion blog you could easily find the item, and click then it would magically appear at your doorstep in a few days? Thanks to mobile content marketing technology advancements, consumers can view a style blog or fashion video while they are on their mobile phone and purchase items from the content through a one-click purchase.
Kristina: How does Shoppable Content work?
Marla: Brands are spending billions of dollars to create content but it many cases it is not available on mobile because curating it into an app, mobile web and mobile advertising is not easy. A consumer might search on YouTube and then hop on Instagram to access a brand's content and then go to their retail app to make a purchase. This is not the ideal user experience as they are forced to switch from app to app - there is no continuity and brands cannot control the customer journey. The key to successful mobile content marketing is to inject all the valuable content assets into one mobile experience that we at Zumobi refer to as a Microzine. Brands can take this a step further by enabling content to be shoppable on the mobile phone through this technology.
Kristina: How have big name companies flirted with the idea of Shoppable Content but have yet to fully execute it on mobile?
Marla: Both digital companies and retail brands have flirted with the idea of Shoppable Content. We've seen it with Pinterest's efforts into offering "Buy It" buttons on posts, and last fall YouTube announced its plans to make a "shoppable" video format. As for the brick and mortar retail brand staples, some have gotten into the digital game by blending shoppable online content with digital commerce. While we've heard the announcements and seen sneak peeks at what's to come, we've yet to see brands harness Shoppable Content's true potential on mobile.
More from Schimke and Zumobi next week, including the top 3 tips for creating shoppable content.
Catch the full read here on BizReport!