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
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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.
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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.
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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
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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.
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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.
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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.
