Content marketing is especially important in Consumer Electronics, where products are often expensive and consumers want to make informed purchase decisions. But although electronics companies have embraced content marketing, with two-thirds of brand sites in L2’s Digital IQ Index: Consumer Electronics featuring at least three types of content such as blogs and videos, they frequently stumble on integrating that content into the purchase path.
Here are the three biggest mistakes Consumer Electronics brands are making when it comes to content:
1. Not making blogs and videos shoppable
While two-thirds of Index brands maintain on-site blogs, about a quarter of them do not link to product pages or let users shop directly. Similarly, while 81% of Index brands have videos on their sites, 55% fail to drive conversions through product page links or other features such as wish lists. Given that most content relates to products and that brand blogs and videos often see significant traffic, this is a huge missed opportunity.
A brand doing this right is Bose, which has seamlessly integrated a buy button into its blog pages and video content. The blog is easily accessible from Bose’s home page; once on the blog, users can add featured products directly to their cart with just one click. The video content is set up the same way, ensuring a quick and seamless shopping experience.
2. Not using UGC
User-generated content can significantly boost consumer sentiment, with 86% of respondents citing UGC as an indicator of good brand quality. However, Consumer Electronics brands underutilize UGC compared to other industries. Only 28% of Index brands repurpose content crowd-sourced from brand enthusiasts, and most of them store that content on microsites, limiting its audience. Only 5% of brands offer UGC on product pages, and most of it consists of photos submitted along with customer reviews.
Whirlpool is one of the rare brands leveraging UGC to differentiate a commoditized product. The brand solicited pictures and videos demonstrating how the brand touches everyday lives. For example, a 60-second ad for the “Every Day Care” campaign drew on one user’s emotional story about caring for an ailing grandmother. As a result, Whirlpool saw an impressive 10-point increase in purchase intent.
3. Not using review filters
With nearly 60% of online shoppers consulting reviews prior to purchase, and 40% saying they would never buy electronics without doing so, reviews clearly play an important role in the shopping process. But although three-quarters of Index brands include reviews on their product pages, half fail to employ filters guiding the consumer through product options. This is especially critical for big-ticket items, where reviews influence more than one-third of purchases.
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