Integrating Content, Commerce and Advertising

The social networks represents 17.4% of social media revenue for eCommerce sites, a figure expected to grow to 40% (according to Converto). Multiplatform optimization will play an increasingly important role for the ongoing integration of content and eCommerce as brands continue to build meaningful connections with customers across all platforms.

Readers are now more sophisticated, compiling personal newsfeeds and relying on Facebook and Twitter friends to serve as their editors. E-commerce sites like Groupon are hiring writers, publishing editorial content and are becoming more like magazines. Rather than relying on someone else’s content, they are now investing in their own, wrapping it around the products in an editorial style.

We are rapidly entering a world which is no longer confined to specific sites or apps, is spread across a decentralized universe of endless blogs and social platforms. Brands must navigate this mix of inspiration and transactional content to deliver a new retail experience and consider their role as editors and curators carefully.