‘Shopable’ content: the distraction in the quest to win consumers’ hearts and minds

Asos: model Charlotte Free stars in promotional Christmas videoHere we are on Cyber Monday. I thought it would be a good time to take a look at how the industry has woken up to the power of video content in engaging consumers, which bodes well for 2013. The belief that the future is all about ‘shopable content’ however shows why 80% of investments into online video are still wasted. Brands, and agencies, are missing a trick.

Click to purchase is currently doing very well – you only have to look at Stinkdigital’s campaign for ASOS to see this – but, contrary to popular belief, this isn’t the be all.  Where the campaign is effective is in its amazing interactivity and incredible design, making it instantly sharable an leaving you with the feeling of ‘How the hell did they manage that?’  Read more on ‘Shopable’ content: the distraction in the quest to win consumers’ hearts and minds…