- Shoppable content is an innovative way for brands to offer consumers direct links to purchase items featured in their content
- Digital commerce revenue is expected to reach 50 percent by next year
- Ad block software usage has increased 41 percent since 2014; Shoppable content avoids those filters
In 1997, Bill Gates famously said "content is king." Now, almost 20 years later, the digital marketing world is still scrambling to fulfill this promise, as it shifts its focus to what consumers really want from brands: engagement. Brands are spending billions to create unique content for their marketing efforts, everything from social media channels, YouTube videos and blogs, which all require constant content updating for continued user engagement.
The task of producing all this branded material is evolving with the added necessity of getting this content in front of the right audience. While that audience may vary in taste and demographic from brand to brand, one characteristic is constant across audiences today — they’re digitally savvy and addicted to their mobile devices. In fact, in a Pew Research survey of American adults found that 29 percent of respondents rated their mobile device as something “they can’t imagine living without.”