In this session...
As the shopping journey shifts increasingly online, with digital playing a more significant role than ever in defining consumer choices, brands are continually looking to stay ahead of the intersection of digital and physical retail. While social media has had an impact on how shoppers gather information to make a purchase decision, it is fast becoming the channel by which they will actually make the purchase. That’s the essence of “shoppable content.”
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Shoppable content isn't new concept but it's becoming more popular with consumers. In order for brands to successfully create shoppable content, it needs to happen within familiar tools that users trust, like Facebook, YouTube and Amazon, and the content itself needs to be relevant to the consumer. Even more importantly, they must be using the right technology that doesn't disrupt users’ actual enjoyment of the content. The growth of digital video is going to further fuel the link between content and shopping. Hours of branded shoppable content is being loaded up to YouTube every day, but are shoppers biting?
This panel will discuss different viewpoints on shoppable content including current barriers, successes and new technologies being used.
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