Visual content is at the heart of every successful modern content marketing strategy. According to studies by market researcher eConsultancy, nearly three-quarters of digital marketers agree that brands are increasingly adopting the role of publishers, leveraging digital media—especially online videos—to strengthen relationships with existing and potential customers. Research by Internet Retailer shows that product videos not only enhance consumer confidence in online purchasing decisions but are also 85% more likely to lead to a purchase among consumers who view them.
Additionally, the “Kaufrausch-Studie” (Spending Spree Study) conducted by the German E-Commerce and Distance Selling Trade Association highlights that videos and blogs are becoming key drivers of purchasing decisions, particularly among women. The rise of digitalization, reflected in trends like multi-screening and mobile shopping, allows consumers to act on purchasing impulses anytime, anywhere. This phenomenon, often referred to as “Everywhere Commerce,” is reshaping the dynamics of content marketing.
COMMERCE AND MARKETING ARE MERGING
Online retailers now have unparalleled opportunities to communicate directly with their customers, boosting both sales growth and customer retention. Content marketing plays a pivotal role by enabling brands to share authentic, engaging messages through branded content, effectively connecting with both current and new customers. Branded content serves as an ideal gateway to a brand, blending the shopping and brand experience. To provide customers with an omnipresent shopping experience, retailers must eliminate the divide between shopping environments and marketing. When storytelling seamlessly integrates with the purchasing process, brands can create a cohesive and engaging experience.
TARGETED CONTENT DELIVERED ANYTIME, ANYWHERE
In today’s digital world, retailers must proactively reach their customers rather than waiting for customers to find them. This means delivering content at the right time, on the right devices, and in the right places. Creating a cross-screen content experience with responsive design ensures that the shopping experience is truly ubiquitous. Consumers naturally seek to identify with brands and products, making purchasing decisions on their own terms—wherever and whenever the impulse strikes.
VISUAL CONTENT BECOMES CENTRAL TO PURCHASING
Visual elements such as images and videos should be central to any content strategy. For visual content to become a sustainable and value-adding resource, it must deliver measurable results—in e-commerce, this means driving sales. Interactive visual content, often referred to as shoppable content, is one of the most exciting trends in retail content marketing. Interactive videos, in particular, are transitioning from passive brand awareness tools to active sales channels. According to a study by IFH Berlin, products featured in videos sell, on average, four times more frequently. This growing demand among retailers for interactive video content underscores its effectiveness. However, there is still significant room for growth: a Wirtschaftswoche survey revealed that nearly a third of retailers do not yet have an online presence, highlighting untapped potential.
THE TECHNOLOGY IS READY
Advanced video and shoppable technologies, such as those from Brightcove and partners like Kiosked, enable brands to integrate storytelling with e-commerce seamlessly. By combining visual content with purchasing processes, brands can offer consumers a consistent, omnipresent shopping experience. Interactive online videos are a critical tool in this approach, transforming how consumers engage with brands and shop online. As a result, interactive videos should play a prominent role in the marketing strategies of all online retailers, ensuring a seamless and engaging customer journey while driving measurable business outcomes.
