The idea behind integrated product purchasing via video marketing has been lingering for quite some time, and now Google have the solution via their Youtube empire. Engagement technology company Gloto have been brought into the frame again to provide the 3rd party ‘gadget’, having previously worked alongside Youtube on interactive mobile apps.
“To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience. This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.”
With consumer goods clients being offered the update as a “premium offering”, Google representatives are beginning to explore the option for advertisers, and giants Unilever have already jumped on board through their hair product brand Tresemmé.
You like what you see? Go get it!
Optimising this new gadget within a brands channel (options aren’t available via any third party sharing website) will shorten the journey from views to purchase by ridding any internet search and doing the work for you in a couple of simple clicks. Consumers can now go from viewing a product within a brand video to evaluating product information, availability and purchase options in seconds, bringing the latest innovation in customer experience online and once again outlining the power and affect of visuals within digital strategic marketing. Everything will be there on a plate within an official reliable source, eliminating any previous damage from unofficial sources to that final click and speeding up the process for both parties. It’ll now just rely on companies having their heads screwed on, because no doubt someone else will.