‘Can Content Really Drive Commerce?’ – Forrester
Sucharita Mulpuru says, “In a recent Forrester-Shop.org study, we found that 70% of online retailers are investing in “content” in the coming year. What sort of content you may ask. Usually when they say “content” retailers mean videos, blog posts and magazine-like content that is best for consumers at the top of the shopping funnel. This type of content though is notoriously difficult to monetize though. A number of companies like Babycenter in the late 1990s were the first wave of content-driving-commerce digital players to try this. They quickly realized it was not only difficult to do but that top-of-the-funnel content was easier monetized through advertising.
But we’re in a different era now and that’s kicked up the possibility of new success from content. We now have ubiquitous mobile devices with web connectivity, social networks like Pinterest and Instagram that thrive on content, and the disruption of the entire content industry (RIP, Lucky Magazine which was one of the hottest media properties in 1999)”.
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