Brands convert video content into direct sales channels
Implications - In order to maximize the marketing potential of the digital culture consumers are ingrained in, brands and retailers are eliminating a step in the process by converting video content into direct sales channels. In leveraging the modern consumer's predisposition toward image-centric marketing, shoppable videos serve to bridge the gap between desire and purchase.
Workshop Question - How can your brand employ the use of media to convenience its consumers' purchasing process?
Trend Themes
1. Shoppable Video - As consumers are gravitating towards an image-centric marketing approach, shoppable videos have emerged as a one-step sales process that connects desire with the possibility of immediate purchase.
2. Mobile Video Shopping Apps - Gen Z consumers want instant gratification and prefer video content - combining shopping with entertainment, mobile-first shopping apps such as YEAY are on the rise.
3. Shoppable Ephemeral Advertisements - Ephemeral advertising platforms such as Snapchat are increasingly making use of shoppable ads and providing monetization opportunities for brands and eCommerce platforms.
Industry Implications
1. Retail Industry - Retailers have the potential to integrate shoppable video, mobile-first shopping apps, and ephemeral advertisements to make shopping more convenient and engaging for their customers.
2. Social Media Marketing Industry - As more shoppable video and ephemeral advertising opportunities are being made available on social media platforms, the marketing industry has the potential to innovate and create new monetization channels.
3. Interior Design Industry - Design inspiration platforms such as Kabuni can make shopping more convenient for customers looking to realize their interior design inspirations by integrating a shoppable feature into their boards.
