Cutting through the noise during Black Friday is a major challenge for brands and marketers, as consumers seek the best deals and demand effortless, quick and seamless experiences, according to Vudoo CEO and founder, Nick Morgan.
“To capture this audience, brands need to create stand-out experiences that grab eyeballs. Interactive, shoppable videos are an effective way to engage consumers, enabling them to shop for products directly from ad content. Users can add products to their cart, enter delivery and payment details, and checkout at the moment of inspiration,” he told Retailbiz.
Interactive, shoppable videos can also help with lead generation, prompting for information when the user is most engaged with the content, leading to a higher conversion rate.
“This can be crucial during Black Friday when brands are hungry for insights into customers’ interests. Brands can also successfully monitor trends, track shifts in consumer behaviour and measure a viewer’s clicks and intent signals, helping to deliver more personalised information about relevant products and sales discounts,” he said.
Investing in interactive, shoppable videos not only drives engagement rates but also boosts click-through rates, giving brands a competitive edge as most consumers prefer to shop with brands that provide specific and relevant offers.
“This is also an incredible brand-affinity activity. By delivering personalised campaigns, creating targeted messaging and product offerings based on past order data, or using browsing history to retarget customers with items from similar product categories, brands can stay top-of-mind during the busy sales period.”