People need more from their online shopping experience

Multi-Channel Merchant published an article last week about 'Shoppable and User-generated content' and this has got us thinking about the importance of content in all forms. Naturally, the Smartzer technology requires content to serve a purpose and solve problems that retailers are facing in this current digital landscape of monetising video content. However, it helps to understand why content alongside a website and physical store is important in the first place.

In order for brands to keep up the pace, and develop alongside the advancements in tech and digital, they must produce content. Content can help build trust and loyalty with customers and can grab the attention of potential customers. This could be through images, videos, blog posts and across social media, it is not enough to just have a website anymore. With billions having access to the internet, people expect more from their online shopping experience.

Younger audiences such as Gen Z and Millennials expect the most from e-commerce. This is due to a broadened technological awareness as a result of rapid advancements in social media and mobile technology. These audiences are incredibly apt at using tech and navigating the internet whether this is by checking feeds or ordering a new pair of shoes from anywhere in the world. While their internet attention is hooked, brands should seize this opportunity to stand out with the best and most engaging content.

This is where it gets interesting. For example, picture someone browsing social media and they come across a campaign image promoting a new collection or they watch the video to showcase some of the new product. Firstly, this content has immediately proven itself as effective as it made them stop, look and consider their options for obtaining the product. This content could be taken one step further by making it interactive. By clicking on the product, the customer is taken on a clear and simple route to purchase that will drive a sale and provide the viewer with info in a matter of seconds. In an age where people (particularly the younger generation) are increasingly less patient, it is really important to supply a fast and easy solution for the audience.

Upping the content game and ensuring that it is engaging, efficient and fun means that an audience will have a more enjoyable online experience. We strongly believe that brands should never underestimate the importance of good content and look for ways to enhance it to make it more engaging for the consumer.

You can find out more about what we do on our site. Please feel free to comment and give us any feedback on this subject as well. You can email info@smartzer.com or tweet us @smartzer.

Naked Cashmere x Smartzer

We are really excited to announce our latest project in collaboration with Naked Cashmere.

With the launch of their website, Smartzer worked with Naked Cashmere to make their interactive campaign video, starring none other than Kate Moss.

We are committed to creating a seamless customer journey and aim to make shopping the campaign even easier. In this particular video, clicking on the visible “shop’ icons produces a pop-up from which customers can explore the product further and purchase it straight from the video.

The fact that Naked Cashmere has chosen to apply our innovative video tech to their latest campaign in-sync with launching their website, is really exciting for us. As the video sits pride of place on their homepage, it makes the content instantly more captivating for an audience and maximises the customer experience. This undoubtedly, is an added benefit to any new website. As the amount of video content is increasing, it’s really great to see a brand enhancing the video they have created to promote their product using shoppable technology. We believe it’s so important in this digital landscape, to stand out as a company in support of retail tech advancements.

You can check out the video LIVE on their homepage now, and let us know what you think by tweeting @smartzer, or email us.

Marketing Tech News

We found a great article on the Marketing Tech News website last week, that we thought was really interesting and insightful; ‘Shoppable video is the next big marketing opportunity’.

Here are some key points we took away:

• Viewing figures for television have been dwindling for a couple of years, but the presence and production of online video has been going from strength to strength. This is probably due to the amount of devices that allow people to access video anytime, anywhere, but then this is something we’ve always considered as well. People can now watch video at basically any time so any opportunity for brands to promote themselves through this medium should be taken without hesitation.

• “...video ad spend grew by 56% in the first half of 2015...this growth demonstrates the recognised ad potential of video…” Not only the recognised potential but the proven examples of when video advertising with an interactive element has produced positive results in engagement and sales.

• Interactivity and data are intertwined, with “data being at the heart of intelligent marketing”. We absolutely agree with this statement, and as you all know, data plays a large part in our product because we understand it’s importance especially in such a data heavy industry. Numbers and analytics speak volumes.

• “...the future is bright for video across all platforms and devices, and it won’t be long until it also provides a shopping experience that’s as interactive as the real world.” We believe the present day is already looking bright, especially with the increase in video content. Although, many are still wary of interactive technology and sceptical of the benefits it will bring it’s really exciting for us to see articles like this being published. Anything that encourages more people to think outside the box and be attuned to what the future of video looks like, is fine by us!