'CTV is the sweet spot between digital and television'

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by Anna Munhin Feb 3, 2023 News

While researching on a recommended product, treatment, supplement, or activity, you often find the most accessible and easy-to- understand information, personal accounts, and stories on websites.

Product demos and reviews, long-form or short video tutorials and how-to(s) are all examples of content to commerce, an advertising strategy engineered to help us become members of a tribe who buys better, because we know better.

In order for brands to build trust and establish themselves as experts in their field, they need to provide relevant and valuable content to consumers.

Thanks to technological advancement, brands can now easily integrate e- commerce into their content, making it easier for consumers to make purchases directly from the content they are viewing. Kumar said that simple tactics like shoppable on different social media platforms or linking directly to a product page from within a video can be used to accomplish this.

Buy, watch, research.

In order for the model to work effectively, brands have to invest in building engaging and informative content through LIVE streaming, augmented reality and virtual reality.

Valuable and relevant content will help brands attract customers who are more likely to be engaged with the brand and more likely to make a purchase. He wants to call it assisted reality, where we can use relevant content to effectively guide and assist the customer in making a choice.

The Good Glamm Group was one of the first to adopt this model and invested in content companies like ScoopWhoop. The content strategy of the beauty and personal care brand Mama Earth worked well with the mother focused content platform Momspresso.

Shivani Kamdar is an Associate Creative Director at SoCheers.

They trust an informative/educative and credible piece of content more today than they used to. They are the ones who decide where and how to consume content. She says that by probing through reviews, blogs, and websites, they arrive at their purchase decision.

There are stories in shopping.

Shubham Singhal believes that the most important way to establish a brand personality is through the content-to- commerce base. A brand needs to be consistent about something for a long time in order to solidify their connection to their audience. Make sure your story is interesting and relevant. Make it up if you don't think so. He says to make sure the content you put out on the internet is not sold.

The market for D2C brands in India is expected to grow at a compound annual growth rate of more than 30% over the next five years. The growing importance of social media and digital platforms, the increasing popularity of influencer marketing, and the growing focus on customer experience are some of the factors driving the rapid growth.

D2C brands are taking advantage of the power of influencer marketing. The influencer marketing industry in India is expected to reach $5 billion in the next five years.

These brands can tap into a pre-existing audience by partnering with influential figures in their industry or niche. They are shifting their focus from quantity to quality as they gain a deeper understanding of the model. They are telling their side of the story in a way that is more interesting than hard-selling their product.

Singhal says that you forget the products, prices and offers. The advertisements were created by Cred. They showcase their strengths but what they focus on is establishing their personality.

According to Arihant Jain, CEO at marketing agency Wubba Lubba Dub Dub, content has been around for a long time, but it is not always preferred due to the assumption that sales will not be guaranteed. Since it is data-driven, it is easy to rely on ads since they will make an X number of sales in a specific period of time.

To reach out to audiences organically and convert them into customers, it's important to start creating content on your platforms. It is easier to interact on platforms via content since it is a two-way street.

Outside of the walled gardens.

Kumar points out that the content-to-commerce model allows brands to leverage the platform's vast reach and audience to promote their products and drive sales. The platforms allow brands to easily integrate e- commerce within their content, such as shoppable posts and product tags, and they also allow them to reach a highly targeted audience.

Kamdar says it's like breaking their monopoly because it's data democratization. With brands adopting intelligent commerce platform strategies and consumers being receptive to the same, content-to-Commerce poses a serious competitor for these big leagues from their individual business point of view.

Major walled gardens have been affected by the content-to-Commerce model. There is an influx of content on these platforms that is meant to fit in and stand out on these platforms at the same time.

Difficulties for these platforms are presented by the content-to- commerce model. Increased brand competition is one of the most significant challenges, as more companies try to take advantage of the content-to-commerce model. It's difficult for a single brand to stand out.

Kumar said, "As these platforms evolve, they may need to adapt to new technologies and trends, such as augmented reality and virtual reality, in order to remain relevant and provide value to both brands and consumers." Privacy concerns are one of the issues that the model faces. Kumar said that platforms need to maintain consumer trust.