February 13, 2014
Blending Content and Commerce
For online retailers, connecting with consumers in a meaningful way is key to growing sales and strengthening customer loyalty. Thanks to digital media, the lines between commerce and content are becoming increasingly blurred. Shannon Denton, Razorfish, North American chief, spoke at the 2013 Digiday Agency Summit about the imminent collision between commerce and content as commerce becomes the front door for the brand. As Mr. Denton explains it, online retailers must break down the silos between commerce and marketing, ultimately creating an ever-present shopping experience for the consumer. "We have to make the commerce experience the best brand experience, too. We have to reimagine what an online store looks like, and we have to think about how we work storytelling into commerce," says Denton.
Making Visual Content Shoppable
To truly make your content a valuable resource, it must produce results (in retail speak this means sales). As Forrester analyst Anthony Mullen notes in his blog, "Marketers should not sit still with their existing approach to video and instead should begin to embrace the new interaction design possibilities with IV [interactive video]."
Visual content (images and videos) are increasingly at the heart of merchants’ content strategy and present a huge opportunity for sales—not just in bringing customers to stores. Interactive, visual content is one of the most promising trends in content marketing for retailers.
One approach to making videos and other content shoppable is what Kiosked does by adding "kiosks" to multimedia content that is easily maintained by brand merchandisers and marketers. These unique windows present themselves when customers are viewing your content and allow the customer to purchase what they see without leaving the content they’re viewing.
For more information on making content marketing, particularly video, work for your business, join this webinar on February 18:
Step Up Your Video Marketing Strategy For 2014
Kiosked, a Magento Silver Industry Partner, helps merchants bring content and commerce together. Visit www.kiosked.com or visit the Kiosked page on Magento Connect to find free Magento extension for Kiosked (Community and Enterprise compatible). Send an email to firstname.lastname@example.org to learn how kiosking works and ask about using Kiosked on your webstore for free.