Why social commerce is becoming 'the ultimate form of advertising' for CMOs:
, a visionary who pioneered a “Tumblr takeover” while at Gap, knew then that “shoppable content” was the future of infomercials. MikMak quickly caught the attention of the world’s biggest brands and now has clients in categories such as personal care, beauty, food and beverage, consumer electronics, apparel and footwear.
MikMak Attach enables brands to sell from images and video across all social and digital channels—“driving incremental ecommerce revenue, building qualified shopper audiences, and optimizing creative and media channels for conversion,” she said. But how do CMOs regard the rise of social commerce, and how is it fitting into their overall marketing strategy and media mix?
“The creative canvas is even more demanding than the usual cut-down of a TV commercial into a snackable video. It is the encounter of the TV commercial and a product demo. It cannot be too literal and at the same time cannot just build awareness,” she said. “My observation is that brand-building budgets are still separate from performance budgets, which comes with lots of challenges in terms of creation, measurement, consistency of messages.
“Based on the initial success we’ve seen, we aim to expand efforts with MikMak into influencer channels and explore additional digital and social platforms beyond Facebook and Instagram.”
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