One digital trend that has been steadily growing in the world of online video is interactivity. Technology has given brands the opportunity to reach specific audiences and connect with them in a unique and engaging way. But while entertainment companies like Netflix and Facebook’s Watch have jumped on the trend, many e-commerce companies have yet to hop on the opportunity. While interactive commerce is often seen as a gimmick, likely do to it’s bumpy past with low grade and complicated interfaces, Axonista CEO Claire McHugh see’s a huge opportunity that she believes is poised to take off in big ways.
McHugh argues that interactivity will be one of they key weapons brands — especially retailers — can utilize against e-commerce giant Amazon.
“Amazon is flipping every industry on its head and retail are running scared right now as one of these industries that have been completely upturned. People are looking at new ways of innovating and new ways of keeping their audience and keeping there customers,” explained McHugh in a recent interview on VideoInk’s “Over The Top.” “Lots of brands have tons of content that they’ve already filmed from over the years, if you have that, and are able to turn that into something that either gets people signed up to follow you onto other platforms or engages them in a way where you can actually sell product to them, then that seems like a pretty good opportunity.”
And its an opportunity that Dermot McCormack, former president of AOL Studios and current co-host of “Over the Top,” believes will be aided by society’s growing familiarity with interactive tech, especially among younger generations.
“We all remember the screens in our life that weren’t touchable,” explained McCormack. “And now you have an audience that has grown up and probably touches a screen. I dont know, about 1000 times a day. You have a whole demographic that have grown up in a very interactive relationship with the screen I think thats really going to come through with Gen-Zers.”
Will interactivity be a lucrative opportunity for brands in 2018? Watch the full interview below and find out which companies are already leading the way in interactivity for the digital age.