Companies use magazine-style content to enhance customer experience
Implications - Although brands have traditionally relied on advertorials within popular magazines to provide their customers with product information and entertaining content, companies are beginning to create their own publications to increase customer engagement. These typically virtual branded "magazines" range from publications (such as Zappos' app) that encourage instant shopping, to promotional sites (for example, Louis Vuitton's 'New, Now' site) that offer creative content for an immersive brand experience. Such branded editorial content helps engage current fans in addition to capturing other consumers by drawing them into an interactive experience that compels them to return for more.
Trend Themes
1. Brand-itorials - Brands are increasingly creating their own publications to increase customer engagement, providing interactive experiences that compel them to return for more.
2. Retailer Magazine Apps - Combining retail and editorial content for mobile customers, particularly in the fashion industry, would be a logical step for any fashion retailer's mobile marketing plan.
3. Eco Chic Lifestyle Magazines - Online lifestyle magazines that encourage sustainable, ethical purchases while keeping up with high-quality aesthetics present a significant opportunity for businesses and entrepreneurs in the lifestyle industry.
Industry Implications
1. Luxury Retail - Creating attractive, interactive editorial content can improve customer engagement in the luxury goods market, attracting and keeping loyal brand followers.
2. Mobile Commerce - Combining editorial content and retail in mobile applications is a great opportunity for businesses to draw in on-the-go customers and enhance the mobile shopping experience.
3. Sustainable Fashion - Magazines that offer advice and insights into ethical and sustainable fashion choices bridging the gap between fashion and social values have potential to grow in popularity amongst conscious consumers.
6 Featured, 54 Examples:
731,876 Total Clicks
Date Range:
Nov 11 — Mar 12
Trending:
Mild
Consumer Insight Topics:
