In 2010, branded content was one the largest trends among retailers and brands. In 2011, branded content shifted to branded entertainment. Now, in 2012, we’ll look toward content cultivation and aggregation.
First, retailers post visually appealing images and ideas that are accessible to the online user/consumer. Then, consumers post those images to curated sites. From there, retailers can build brand awareness by directly linking to product pages and encouraging purchase conversions.
“We’re demonstrating the power of peer-to-peer shopping search,” says Buyosphere’s Tara Hunt. “Algorithms are a long way off from picking up nuances that a person can. And personal taste is full of nuance.”
The future of ecommerce, search and social marketing is now tied to personality-influenced consumer curation.