Macrotrend#1: Entertainment will further integrate with shopping to complete the consumption circle
The new meanings of entertainment lie in the cusp of rich experiences, technology and shopping. This creates a new trend in convergence where the offline media and online content converge with out-of-home spaces.
Evidence?
Without exception, all cinema theaters and multiplexes are on the top floor of a shopping mall! And these shopping centers are increasingly being deliberately designed to become popular youth hangouts.
Live performances are miniaturized to fit into nooks and crannies of shopping foyers. And most spectators experience the event through the video recording function on their mobiles.
Under the new program from YouTube, viewers of a video with a music track would be able to click on an icon to download that song directly from a music store (without leaving the site!)
Implications –
1. Similar to the editorial and advertising lines getting blurred in offline media, get ready for a blurring of entertainment and commerce across various media. Look out for that shopping cart symbol.
2. Even if you are not in the entertainment business, your brand will need an entertainment strategy (just the way you have a digital, offline and in-shop strategy)
Look out for macro trends # 2 and 3 in future posts
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