Why Social Commerce Is Becoming ‘The Ultimate Form Of Advertising’ For CMOs—And What’s On The Horizon [Forbes]
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Source: Forbes
Why Social Commerce Is Becoming ‘The Ultimate Form Of Advertising’ For CMOs—And What’s On The Horizon The blur between content and commerce intensifies, and social-media platforms are working overtime to create opportunities for brands to turn consumers’ obsession and time spent with images and video into seamless, frictionless shopping moments. It’s impulse buying on hyperdrive. It’s social commerce. It’s where content meets conversion. And for CMOs, it’s the “ultimate form of advertising,” said Marie Gulin-Merle, CMO of Calvin Klein. In the latest move in this area, yesterday Instagram unveiled Checkout, a function that enables people to browse images and videos of items in their feed and purchase directly from the app, without being redirected to a website. Brands now using Checkout include Nike, Revolve, MAC Cosmetics, Michael Kors, Kylie Jenner Cosmetics and Zara, among others. It’s one more step in the Facebook company’s full move into commerce as a business model. “Instagram is
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