Content-to-Commerce is the new smart commerce, Marketing & Advertising News, ET BrandEquity

Content-to-Commerce is the new smart commerce, Marketing & Advertising News, ET BrandEquity

Representative image (Source: iStock)

Consumerism has taken a paradigm shift in contemporary times. Unlike the days of paid ads, today’s buyers want contents that meets their specific needs. Rather than opting for promotional content, over time they have evolved in such a way that they now go through practical, educational and credible content to identify components before making a purchase decision.

Allowed with content on digital platforms, consumers increasingly decide when, where and how they interact with a brand. The buyer’s journey that goes through a process of awareness, reflection and evaluation before deciding to buy a new product shapes their thinking. By analyzing numerous content, blogs and reviews on multiple platforms, consumers have become both critics and creators in their own way.

The right information allowed them to move independently through the buying journey which ultimately leads to building trust and improving loyalty. Content-driven content Trade has also strengthened the ability of brands to deliver engaging stories and become their own advocates.

Content shows the way –

A well-developed content-commerce combination helps brands create the brand awareness and credibility with the target audience. This speaks to the fact that today’s savvy consumers want to know what they are buying? As they are more informed than ever, the smart content management strategy not only helps them make the right decision but also leads to brand positioning, loyalty and recall.

Over the past decade, this transition has been responsible for turning the tide in e-commerce through innovative content-based propagation. Additionally, as the focus shifts from tangible print advertising to a smart content management strategy, the optimal selection of product-relevant topics through increased SEO has provided marketers with some relief from macro advertising budgets.

With content, brands can go beyond display ads to build a story around their products for effective communication and standing out to dominate the highly competitive market. For an effective brand campaign to drive merchandising, consistent, contextual and compelling content is needed to capture the imagination. For example, a brand through its content can show that it is an exception when it comes to products containing cinnamon.

Well-developed content around Ceylon cinnamon or Sri Lankan cinnamon can educate consumers that cassia cinnamon is a very rich source of coumarin which is not only widely available in the market as Cinnamon and Dalcheeni, but also unhealthy and can cause kidney problems, liver and lung damage. This information helps them make the right decision while choosing a particular brand for healthy and natural products.

Smart trade

Smart commerce is the foundation of the future of e-commerce. It includes two key factors: a simplified purchase process and an improved communication system between the consumer and the brand. Smart commerce requires creating a smart commerce platform with good product stories in the form of product information, guidelines, comparisons, brochures, video tutorials, network stories social, online and offline collaborations, etc.

It aims to integrate a brand’s website and social media profiles to create a multi-channel presence using content that is intelligently built around products and services to create synergy with the business. On top of that, powered by an AI-powered algorithm, it empowers brands to harness the power of segmentation, personalization, and marketing more than ever to shape the future.

The current trend –

In the age of integrated marketing concepts, content impacts people’s psychology and the perception of brands and their offerings. Buyers’ habit of consuming content online using their phones, tablets, videos, etc., has led brands to consider content creation as one of the essential parts of their business. As it is, e-commerce is becoming more competitive every day for almost every product and service. The space is increasingly dominated by content strategies, and content-driven commerce is the current and most important trend setting the tone of the market.

The big picture –

According to GlobalData reports, India is expected to grow by 21.5% and reach $74.8 billion in 2022. Additionally, a report from Affle’s MAAS platform and Sensor Tower suggests that the industry Indian e-commerce, accelerated by the pandemic, is expected to grow. by 84% to reach $111 billion by 2024. As business leaders realized the potential for massive growth, as well as the capabilities of their online store to implement smart commerce features to stand out their competitors, it signals a market that will completely transform the way consumers meet their needs.

In conclusion, as India moves towards conscious consumerism with renewed vigor towards a clean approach to life, safer alternatives to supplement regular lifestyles are emerging. The availability of sustainable, organic and chemical-free products on smart commerce platforms using a content-to-commerce strategy helps build a strong relationship between consumers and brands in the most effective way.

The mindset of creators is shifting from a platform-centric to an enterprise-centric approach. They are no longer limited to a single platform but deploy a media mix that allows them to connect with their audiences. With the exponential growth of the creator economy, regulators are paying greater attention to creating frameworks that ensure end-consumer protection….