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

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Consumerism has taken a paradigm shift in contemporary times. In a stark difference from the earlier times of paid advertisements, today, buyers want content that addresses their specific needs. Rather than opting for promotional content, over time, they have evolved in such a way that now they go through practical, educational, and credible content to identify the components before making a purchase decision.

Empowered with content on digital platforms, consumers are deciding when, where, and how they engage with a brand. The buyer’s journey that goes through a process to become aware of, consider and evaluate before deciding to purchase a new product shapes their thinking. By analyzing a lot of content, blogs, and reviews on multiple platforms, consumers in their own way have become both critics and creators.

The right information has allowed them to independently move through the purchasing journey that ultimately leads to creating trust and improving loyalty. The content-driven commerce has also enhanced brands’ ability to offer engaging narratives and become their own advocates.

Content shows the way –

A well-developed content-commerce combination is helping brands in creating the required brand awareness and credibility among the target audience. This is informed to the fact that today’s consumers want to be aware of what they are purchasing? As they are more informed than ever, the smart content management strategy is not only helping them to make the right decision but also leading to positioning, loyalty, and recall for the brand.

Over the last decade, this transition has been responsible for turning the table in e-commerce through innovative propagation based on content. Further, as the focus is shifting from tangible print advertising to a smart content management strategy, the optimum selection of topics relevant to the product through increased SEO has provided marketers with some relief from the macro advertising budgets.

With content, brands can go beyond display advertisements to build a story around their products for effective communication and stand out to lead the highly competitive market. For an effective brand campaign to drive merchandising, consistent, contextual, and convincing content is required to capture the imagination. For instance, a brand through its content can show how they are an exception when it comes to products containing cinnamon.

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

Smart commerce –

Smart commerce is the bedrock for the future of e-commerce. It includes two core factors: a simplified purchasing process and an improved communication system between the consumer and the brand. Smart commerce requires building an intelligent commerce platform with good product narratives in the form of product information, guidelines, comparisons, brochures, video tutorials, social media stories, online and offline collaborations, etc.

It aims to integrate a brand’s website and their social media profiles to build a multi-channel presence by using smartly built content around products and services to synergize the business. In addition to this, based on an AI-driven algorithm, it lets brands fully embrace 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 perception of the brands and their offerings. Buyer’s habit of consuming online content using their phones, tablets, videos, etc., have directed brands to consider content creation as one of the core elements of their business. As it stands, e-commerce is getting competitive each day for almost every product and service. The space is dominated by content strategies, and content-driven commerce is the current and the topmost trend that is the setting tone of the market.

The big picture –

As per the reports of GlobalData, India is expected to grow by 21.5% and hit $74.8 billion in 2022. Furthermore, a report by Affle’s MAAS platform and Sensor Tower suggests the Indian e-commerce industry, accelerated by the pandemic, is set to grow by 84% to $111 billion by 2024. As the business leaders have realized the potential of massive growth, along with their online store’s capabilities to implement smart commerce features to stand out from their competitors, this signals a market that will completely transform the way consumers fulfil their needs.

In conclusion, as India is moving towards conscious consumerism with a renewed vigour towards a clean approach to life, safer alternatives to complement regular lifestyles are coming to the fore. The availability of sustainable, organic, and chemical-free products on intelligent commerce platforms using a content-to-commerce strategy is helping build a strong relationship between consumers and brands in a most effective way.

The creator mindset is shifting from platform-centric to business-centric. They are no longer limiting themselves to a single platform but deploying a media mix that enables them to connect with their audiences. With the creator economy growing exponentially, regulatory bodies are paying closer attention to building frameworks that ensure that end consumers are safeguarded….


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