Augment online live shopping with an integrated paid and owned media strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2022, 2:37 AM GMT+0

Provide live-shopping consumers with the option to purchase later on different channels.

As online live shopping continues to grow, brands can merge live shopping and ecommerce strategies to engage consumers and drive sales. Incorporate live shopping tactics and campaigns across the digital landscape, not just on social media, including owned platforms like the website.

For example, brands can host live shopping events on their websites to launch new products and features. Consider factors like the target audience, the event host, platform, and campaign objectives, and include enticing deals and promos, before integrating live shopping events into the marketing mix.

To boost viewership of live shopping events, invest in an integrated paid and owned media strategy, including organic content and social media ads. Test live shopping events to see what works and optimise the campaign strategy accordingly.

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