Jo Coombs, managing director at OgilvyOne

Payment technology has evolved to such an extent that customers can “buy now” directly from paid, owned and earned environments. This means that creative content can directly drive a sale in one click.

As with social selling, the key to driving sales directly from content is to ensure the process needs as little input as possible from the customer. If the user experience is slick and seamless and the content and product is on point, brands will have large groups of already-warm consumers engaged and ready to purchase.

In 2016, I believe creative-driven commerce will become a key battleground for brands. Now more than ever, brands that are looking to be at the forefront of the trend need to start investing in original creative ideas that inspire customers to click to buy rather than just click to share.

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