Written by Rob Smith
One of the UK’s biggest selling fashion magazines, Look, publishes an “instantly shoppable and fully interactive” print issue. This allows readers to directly buy featured products using their smartphone, tablet or Blippar app.
Those who prefer the digital version of the magazine can also purchase items using ‘tap to buy’ and, if that wasn’t enough choice, Look also has an online pop-up shop. This is a great example of how print media is evolving to meet the demands of modern consumers.
Just reading a magazine, watching TV or listening to music on its own is no longer enough. We expect to have instant access to more content, particularly with the rise of second screen viewing – undertaking an additional activity on a computer, tablet or smartphone at the same time as watching the television.
A lot of people, for example, will no longer just simply sit and watch a TV programme. Viewers might also be reading tweets about the show, sharing their opinion about the storyline on Facebook, looking at what else the actors have been in on IMDB.com or browsing Pinterest for clothes inspired by the main characters. The world really is at our fingertips, and although it’s fantastic for consumers, it means brands need to work harder at offering an extended and integrated experience.
For example, online stores have to be more than just buying platforms. Fashion retailer ASOS has added a daily news channel – ‘This Just Happened’ – to the women’s section of its website, which includes articles about celebrities, music and films, in addition to clothing. HMV’s site is now purely editorial and video led and doesn’t even have a purchasing function.
People aren’t just interested in simply buying products, but immersing themselves in the lifestyle that goes with it. All this goes to show that content still remains king. However, it’s no easy task to generate content that is compelling, relevant and offers an enhanced experience for consumers. Also, with so many different channels for organisations to host their own news on, brands need to make sure their tone, values, key messages – to name a few – are consistent across all platforms.
This is why it can be beneficial to have experts create and implement a content strategy. An experienced PR agency can help keep an organisation’s audience engaged and inspired through the use of well-thought-out, timely and engaging content.