MERCADEO Versión en español
MEC Offers A Guide To Understand The Digital Purchase Ecosystem
Manuela Walfenzao| 21 de julio de 2017
El estudio señala que los avisos para compras tienen 76% de recordación en móviles y solo 24% en desktops
The advertising planning agency, MEC recently presented a report of a study that explores the Shoppable Media ecosystem, the role of social platforms conducting these experiences without any friction and how to make the most of this technology throughout the buying journey to give the business greater strength. In their report -Spotlight on Shoppable Media Ecosystem-, MEC defines Shoppable Media as any form of content (digital, video, photo or advertising) that offers consumers tools to make well-informed purchase decisions. However, this concept is not new; it appeared in the 1980’s when TV stations offered products that could be purchased by phone. MEC’s report also gives advertisers three keys to take into account in order to make the most of shoppable media: One is consumer’s attitude during the two phases of the purchase journey: active or passive, seeking to reach people not only at the right moment, but also in the right place and with the right experience. The second has to do with the persuasion in the passive stage. MEC found that these ads also have the ability to boost brand awareness and consideration of product purchase in 70%. And the third is related with offering a seamless experience and these ads are a true, owned experience of a brand’s presence, since they offer organic, friction-less interactions with consumers. According to the report, 81% of consumers said Facebook offered them the best purchase experience through shoppable media, 68% mentioned YouTube and 47% Instagram.
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