Shoppable YouTube videos are revolutionizing the way businesses connect with consumers. This innovative approach seamlessly integrates e-commerce directly into video content, allowing viewers to purchase products featured within the video itself. This direct-to-consumer sales model offers a streamlined shopping experience, enhancing engagement and boosting conversion rates. The strategic integration of shoppable features transforms passive viewing into active purchasing, making YouTube a powerful sales channel.
From understanding the functionality and available platforms to crafting effective video campaigns and analyzing performance data, this guide provides a comprehensive overview of shoppable YouTube videos. We will explore the numerous benefits for businesses, including increased brand awareness and improved customer engagement, while also delving into the crucial aspects of legal compliance and ethical considerations. Finally, we will examine successful case studies and future trends shaping this dynamic marketing landscape.
Defining Shoppable YouTube Videos
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Shoppable YouTube videos represent a powerful convergence of video marketing and e-commerce, allowing viewers to purchase products directly from the platform without leaving the YouTube environment. This seamless integration enhances the viewer journey, converting passive consumption into active engagement and immediate transactions. This innovative approach transforms the traditional YouTube experience, blurring the lines between entertainment and shopping.Shoppable YouTube videos offer a streamlined purchasing experience by embedding clickable product links directly within the video content.
Viewers can browse products showcased in the video, learn more about them through detailed descriptions and images, and ultimately complete the purchase through integrated checkout systems, all within the YouTube interface. This reduces friction in the purchasing process, significantly improving conversion rates.
Functionality of Shoppable YouTube Videos
The core functionality involves the placement of interactive elements within the video player. These elements, typically visual tags or annotations, are linked directly to product pages on the merchant’s website or e-commerce platform. Clicking on these elements opens a product detail page, allowing viewers to review specifications, pricing, and other relevant information. Once a viewer decides to purchase, they’re guided through a simplified checkout process, often integrated with existing payment gateways.
This entire process takes place within the YouTube player or a pop-up window, maintaining viewer immersion.
Platforms and Integrations Enabling Shoppable Videos
Several platforms and integrations facilitate the creation and deployment of shoppable YouTube videos. YouTube’s own Shopping features are a prominent example, enabling direct integration with various e-commerce platforms. Third-party tools and services also play a crucial role, providing additional features such as product tagging, analytics tracking, and campaign management capabilities. These tools often integrate with popular e-commerce platforms like Shopify, WooCommerce, and others, extending the reach and functionality of shoppable video campaigns.
Many marketing agencies specialize in this integration, offering tailored solutions for businesses of all sizes.
Enhancements to Viewer Experience
Shoppable videos significantly enhance the viewer experience by providing a convenient and immersive shopping journey. The immediate access to product information and purchase options eliminates the need for viewers to navigate away from the video, thus reducing the likelihood of cart abandonment. The integration of product information directly into the video content provides a contextual and engaging shopping experience, making the purchase decision more natural and intuitive.
This streamlined process increases overall viewer satisfaction and improves brand loyalty.
Examples of Successful Shoppable Video Campaigns
Several brands have successfully leveraged shoppable YouTube videos across various niches. For example, beauty brands have used this feature to showcase makeup tutorials and allow viewers to immediately purchase the products used in the video. Fashion brands have employed shoppable videos to present runway shows or style guides, enabling viewers to purchase featured clothing items directly. Similarly, home goods companies have used this technology to showcase product demos and provide links to purchase featured items.
The success of these campaigns is often measured by increased sales, improved engagement metrics, and enhanced brand awareness.
Benefits of Shoppable YouTube Videos for Businesses
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Shoppable YouTube videos offer a seamless blend of entertainment and commerce, allowing viewers to purchase products directly from the platform. This integrated shopping experience mirrors the success seen on other platforms, such as with Shoppable Instagram stories , which have proven highly effective for driving sales. Ultimately, the future of online retail likely involves more such integrated shopping experiences within video content, expanding beyond YouTube to encompass various platforms.
Integrating shoppable features directly into YouTube videos offers a significant competitive advantage for businesses. By seamlessly blending video content with e-commerce functionality, companies can transform passive viewers into active buyers, leading to increased revenue and enhanced brand engagement. This approach leverages the already powerful platform of YouTube to streamline the customer journey from discovery to purchase.Shoppable YouTube videos offer a multitude of benefits that significantly impact a business’s bottom line and overall marketing effectiveness.
These advantages stem from the unique ability to convert video engagement into immediate sales, enhancing both conversion rates and brand awareness simultaneously. The direct connection between viewing and purchasing creates a highly efficient and impactful marketing strategy.
Shoppable YouTube videos are revolutionizing the way we interact with online content, blurring the lines between entertainment and commerce. This seamless integration is directly linked to the rise of instant purchasing trends, as detailed in this insightful article: Instant purchasing trends. The convenience offered by shoppable videos contributes significantly to the growth of this trend, ultimately enhancing the overall consumer experience.
Increased Conversion Rates and Sales
The most immediate benefit of shoppable YouTube videos is their ability to dramatically boost conversion rates and drive sales. By allowing viewers to purchase products directly within the video interface, the friction associated with traditional e-commerce journeys is minimized. Instead of navigating to a separate website, viewers can complete their purchase with just a few clicks, significantly increasing the likelihood of conversion.
For example, a cosmetics company featuring a tutorial video on applying makeup could see a substantial increase in sales of the products showcased if viewers can purchase them directly through the video. This streamlined process reduces cart abandonment and leads to higher overall sales figures. Data from various case studies show that conversion rates for shoppable videos often exceed those of traditional online advertising methods.
Enhanced Brand Awareness and Customer Engagement
Shoppable videos are not merely a sales tool; they are also powerful instruments for building brand awareness and fostering deeper customer engagement. The interactive nature of these videos encourages viewers to actively participate, leading to increased brand recall and positive associations. A fashion brand, for example, might showcase its new collection through a stylish video featuring models wearing the clothes.
Viewers can then click on the items they like and purchase them directly. This immersive experience creates a stronger connection with the brand than traditional advertising methods, resulting in enhanced brand loyalty and advocacy. Moreover, data analytics provided by YouTube can track viewer engagement metrics, providing valuable insights into customer preferences and informing future marketing strategies.
Shoppable YouTube videos are revolutionizing the way we interact with online commerce, offering a seamless blend of entertainment and purchasing. This trend could be further enhanced by future payment integrations, such as the anticipated expansion of WhatsApp Pay integration in 2025 , which could potentially streamline the checkout process for viewers. Ultimately, this convergence of platforms promises to create even more efficient and engaging shopping experiences for consumers directly within their preferred video content.
Shoppable Videos vs. Traditional YouTube Advertising
While traditional YouTube advertising remains a valuable tool, shoppable videos offer a distinct advantage in terms of direct return on investment (ROI). Traditional ads often rely on driving traffic to a separate website, creating multiple steps in the purchase process. Shoppable videos, however, eliminate these intermediate steps, leading to a higher conversion rate for the same level of ad spend.
Consider a comparison between a standard pre-roll ad and a shoppable video showcasing the same product. The shoppable video is likely to generate significantly more sales because of its direct purchase option, resulting in a more efficient use of marketing budget. This improved ROI makes shoppable videos a compelling alternative to traditional advertising strategies, particularly for businesses focused on direct sales.
Creating Effective Shoppable YouTube Videos
Creating highly effective shoppable YouTube videos requires a strategic approach that blends compelling visual storytelling with seamless integration of e-commerce functionality. By focusing on the viewer experience and optimizing for conversions, you can significantly boost sales and brand awareness. This involves careful planning, execution, and a keen understanding of your target audience.
This section provides a step-by-step guide and essential elements to consider when creating shoppable YouTube videos designed to drive sales. We will explore video styles, integration techniques, and best practices to maximize your return on investment.
Step-by-Step Guide for Creating a High-Converting Shoppable Video
Creating a successful shoppable video follows a clear, structured process. Each step contributes to the overall effectiveness and conversion rate. Neglecting any step can negatively impact the final result.
- Planning and Concept Development: Define your target audience, identify your key product(s), and determine the video’s overall message and style (review, tutorial, vlog, etc.). Develop a detailed script outlining the video’s flow, including product features, benefits, and calls to action.
- Filming and Production: Utilize high-quality video and audio equipment. Ensure good lighting, clear visuals, and professional editing. Showcase the product in an engaging and visually appealing way, highlighting its key features and benefits.
- Product Integration: Seamlessly integrate shoppable links or features. This might involve using YouTube’s built-in shopping features, or third-party integrations. Ensure links are clearly visible and easy to access without interrupting the viewing experience.
- Call to Action (CTA): Include clear and compelling calls to action throughout the video, encouraging viewers to click the shoppable links and make a purchase. Use phrases like “Shop now,” “Learn more,” or “Get yours today.”
- Optimization and Promotion: Optimize your video’s title, description, and tags for relevant s. Promote your video across your other social media channels and email marketing campaigns.
- Analytics and Iteration: Track your video’s performance using YouTube Analytics. Monitor key metrics like click-through rates, conversion rates, and watch time. Use this data to refine your strategy and improve future videos.
Essential Elements for a Successful Shoppable Video
Several crucial elements contribute to the success of a shoppable video. These elements work synergistically to create a compelling and effective viewing experience that drives sales.
- Compelling Visuals: High-quality visuals are paramount. Use professional-grade equipment and editing to create a polished and engaging viewing experience.
- Clear Calls to Action (CTAs): Employ clear and concise CTAs throughout the video, strategically placed to maximize click-through rates.
- Product Demonstrations: Show, don’t just tell. Demonstrate the product’s features and benefits in a practical and relatable way.
- Authenticity and Transparency: Build trust with your audience by being authentic and transparent in your presentation. Avoid overly promotional or misleading content.
- Strong Branding: Maintain consistent branding throughout the video, reinforcing your brand identity and creating a cohesive experience.
Integrating Product Links and Shopping Features
Seamless integration of product links and shopping features is crucial for a positive user experience. This ensures viewers can easily purchase the products featured in your video.
YouTube offers built-in shopping features that allow creators to directly link products within their videos. Alternatively, you can use third-party shopping platforms or affiliate links. Regardless of the method, ensure the links are clearly visible, easily accessible, and work flawlessly. Testing the links before publishing is essential to avoid any technical glitches.
Examples of Different Video Styles Suitable for Shoppable Formats
Different video styles can effectively showcase products and drive sales. Adapting your approach to suit the product and target audience is key.
- Product Reviews: Provide honest and detailed reviews of products, highlighting both pros and cons. This builds trust and credibility.
- Tutorials: Show viewers how to use a product effectively, adding value and demonstrating its practical applications.
- Lifestyle Vlogs: Integrate products naturally into your daily life, showcasing their use in real-world scenarios.
- Behind-the-Scenes: Offer a glimpse into the creation or sourcing of your products, building a connection with your audience and emphasizing quality.
Analyzing Shoppable Video Performance
Understanding how well your shoppable YouTube videos are performing is crucial for maximizing your return on investment. By carefully tracking key metrics and analyzing viewer behavior, you can optimize your campaigns and refine your strategies for future success. This involves a systematic approach to data analysis and a willingness to adapt based on the insights gleaned.
Effective analysis of shoppable video performance relies on a multi-faceted approach, combining quantitative data with qualitative insights. This allows for a comprehensive understanding of not only what’s working, but also
-why* it’s working (or not).
Key Metrics for Shoppable YouTube Video Success
Tracking the right metrics provides a clear picture of your shoppable video campaign’s effectiveness. These metrics offer valuable insights into viewer engagement, purchase behavior, and overall campaign ROI.
| Metric | Description | Significance | Example |
|---|---|---|---|
| Click-Through Rate (CTR) | Percentage of viewers who clicked on a shoppable item within the video. | Indicates the effectiveness of your video’s call to action and the visual appeal of your products. A high CTR suggests strong engagement and compelling product presentation. | A CTR of 5% indicates that for every 100 viewers, 5 clicked on a shoppable item. |
| Conversion Rate | Percentage of clicks that resulted in a purchase. | Measures the efficiency of your checkout process and the overall appeal of your products. A low conversion rate may indicate issues with the shopping experience. | A conversion rate of 20% suggests that for every 5 clicks, one resulted in a purchase. |
| Average Order Value (AOV) | Average amount spent per purchase. | Indicates the effectiveness of your upselling and cross-selling strategies. A higher AOV suggests customers are purchasing more items or higher-priced items. | An AOV of $50 indicates that the average purchase value is $50. |
| Watch Time | The average duration viewers spend watching your video. | Shows viewer engagement and interest in your content. Longer watch times often correlate with higher click-through and conversion rates. | An average watch time of 75% suggests viewers are highly engaged with the content. |
Optimizing Shoppable Video Campaigns Based on Performance Data
Once you’ve identified key performance indicators (KPIs), you can use this data to optimize your campaigns. This involves iterative adjustments based on the insights you gain from your analytics.
Shoppable YouTube videos are revolutionizing the way we interact with online commerce, offering a streamlined purchasing experience directly within the platform. The key to success in this rapidly growing market lies in implementing effective, user-friendly Seamless payment solutions , ensuring a frictionless checkout process. Ultimately, a smooth payment experience directly impacts the overall success of shoppable video initiatives, leading to higher conversion rates.
For instance, if your CTR is low, you might consider improving the visual appeal of your products within the video, making your call to action more prominent, or targeting a different audience. A low conversion rate might suggest streamlining your checkout process or offering better product descriptions. A low AOV might indicate a need to implement upselling or cross-selling strategies within your videos.
Understanding Viewer Behavior Through Analytics
YouTube Analytics provides a wealth of data on viewer behavior, including demographics, watch time, and audience retention. Analyzing this data can reveal patterns and preferences that can inform future video strategies.
For example, if you notice a significant drop-off in viewership at a specific point in your video, you might need to revise that section to improve engagement. Understanding your audience demographics can help you tailor your messaging and product selection to better resonate with specific groups. By consistently analyzing viewer behavior, you can continuously improve your video content and maximize its effectiveness.
Legal and Ethical Considerations
Shoppable YouTube videos, while offering exciting opportunities for businesses, necessitate careful consideration of legal and ethical implications to avoid potential pitfalls and maintain consumer trust. Ignoring these aspects can lead to significant repercussions, including legal action and reputational damage. This section will Artikel key legal requirements and ethical best practices for successful and responsible shoppable video marketing.
Legal Requirements for Promoting Products
Businesses utilizing shoppable YouTube videos must adhere to various advertising regulations and consumer protection laws. These vary depending on location and specific products, but generally include requirements for truthful and non-misleading advertising. For example, claims about product efficacy must be substantiated with evidence, and any endorsements must be clearly disclosed as such. Furthermore, compliance with data privacy regulations like GDPR (in Europe) and CCPA (in California) is crucial, especially when collecting user data through shoppable features.
Failure to comply can result in hefty fines and legal challenges. Companies should consult with legal counsel to ensure full compliance with all applicable laws in their target markets.
Transparency and Disclosure in Shoppable Video Marketing
Transparency is paramount in building trust with viewers. Any sponsored content or affiliate links within shoppable videos must be clearly disclosed. This often involves using phrases like “sponsored by,” “affiliate link,” or similar clear indicators. The Federal Trade Commission (FTC) in the United States, for instance, has specific guidelines on disclosing material connections between advertisers and influencers. Ambiguous or hidden disclosures can mislead viewers and damage a brand’s credibility.
Moreover, transparently highlighting any potential conflicts of interest strengthens consumer confidence and fosters a positive brand image. A best practice is to disclose upfront, prominently, and consistently throughout the video.
Ethical Implications of Influencer Marketing with Shoppable Videos
Influencer marketing, a popular strategy for shoppable videos, carries ethical responsibilities. Influencers must genuinely believe in and use the products they promote to avoid misleading their audience. Authenticity is key; a forced or disingenuous endorsement can severely damage an influencer’s credibility and the brand’s reputation. Furthermore, influencers should disclose any financial compensation received for promoting a product.
Ethical considerations extend to protecting children and vulnerable populations from manipulative marketing tactics, ensuring responsible advertising practices are followed. A lack of transparency or authenticity can lead to significant backlash from viewers and damage the credibility of both the influencer and the brand.
Examples of Potential Legal Issues and How to Avoid Them
One potential legal issue is making unsubstantiated claims about product benefits. For example, claiming a skincare product eliminates wrinkles entirely without providing scientific evidence would be misleading advertising. To avoid this, ensure all claims are backed by verifiable data or research. Another potential issue is failing to obtain proper consent for using individuals’ images or likeness in shoppable videos.
This is crucial for privacy and rights protection. Always obtain explicit consent before featuring anyone in your videos. A third example is neglecting to comply with data privacy regulations when collecting user information through shoppable features. This can lead to significant fines. Implementing robust data protection measures and maintaining transparency about data collection practices are crucial.
Regular legal reviews and compliance checks are essential to mitigate risks and maintain a strong ethical foundation.
Future Trends in Shoppable YouTube Videos
The landscape of shoppable YouTube videos is rapidly evolving, driven by advancements in technology and shifting consumer preferences. As viewers increasingly expect seamless and personalized shopping experiences, brands must adapt to stay competitive. The integration of emerging technologies promises to transform how consumers discover and purchase products directly through YouTube, creating exciting opportunities and challenges for businesses.The convergence of e-commerce and video content is creating a powerful synergy, leading to innovative approaches in shoppable video marketing.
We’re seeing a move beyond simple product placement towards interactive and immersive experiences that cater to individual consumer needs and preferences. This shift necessitates a proactive approach from businesses, requiring investment in new technologies and a deep understanding of evolving consumer behavior.
AR/VR Integration and Immersive Shopping, Shoppable YouTube videos
Augmented reality (AR) and virtual reality (VR) technologies are poised to revolutionize shoppable YouTube videos. Imagine viewers using AR to virtually “try on” clothes or makeup directly through their phone screens while watching a YouTube tutorial. Or consider the possibility of virtual showrooms, allowing viewers to explore products in a 3D environment before making a purchase. Brands like Warby Parker have already successfully leveraged AR for virtual try-ons, demonstrating the potential for increased engagement and conversion rates.
This immersive shopping experience drastically reduces the uncertainty associated with online purchases, leading to higher customer satisfaction and reduced return rates. The implementation of VR could extend this further, allowing for fully immersive product demonstrations and experiences.
Personalized Shopping Experiences
The future of shoppable YouTube videos lies in personalization. Algorithms will increasingly curate content and product recommendations based on individual viewer data, preferences, and past purchase history. This means viewers will see products and offers directly relevant to their interests, leading to higher engagement and conversion rates. For example, a viewer interested in sustainable fashion will see targeted ads and shoppable links for eco-friendly brands, while a viewer interested in gaming will see relevant products and accessories.
This level of personalization is crucial for cutting through the noise and delivering a truly relevant shopping experience. Effective data management and ethical considerations will be paramount in the implementation of such personalized experiences.
AI-Powered Video Optimization and Analytics
Artificial intelligence (AI) is transforming video marketing in several key ways. AI-powered tools can analyze video performance in real-time, providing insights into viewer engagement and identifying opportunities for optimization. This includes identifying optimal placement for shoppable links, analyzing which products are most appealing to specific demographics, and even generating personalized video ads. Furthermore, AI can help automate the creation of shoppable video content, reducing the time and resources required for production.
This will be particularly valuable for smaller businesses seeking to leverage the power of shoppable video without significant upfront investment.
- Increased Use of Interactive Elements: Expect to see a surge in interactive elements within shoppable videos, such as quizzes, polls, and clickable hotspots, further enhancing engagement and providing valuable data on viewer preferences.
- Short-Form Shoppable Videos: Platforms like YouTube Shorts and TikTok are gaining popularity, and we can anticipate a rise in short, shoppable video content designed for quick consumption and impulse purchases. This format is ideal for showcasing trending products or offering limited-time deals.
- Livestream Shopping Integration: Live shopping experiences, already popular in Asia, are poised to become mainstream. Integrating live streams with shoppable features will allow for real-time interactions with viewers, product demonstrations, and immediate purchases, fostering a sense of community and urgency.
Case Studies of Successful Shoppable YouTube Campaigns
Shoppable YouTube videos have proven to be a powerful tool for driving sales and engagement. By seamlessly integrating e-commerce directly into the viewing experience, brands can convert viewers into customers with unprecedented efficiency. Examining successful campaigns provides valuable insights into best practices and effective strategies. The following case studies illustrate the diverse applications and significant impact of shoppable YouTube across various industries.
Warby Parker: Leveraging Lifestyle and Accessibility
Warby Parker, an eyewear company, successfully implemented shoppable YouTube videos by focusing on lifestyle content. Their videos showcased various models wearing different frames in diverse settings, creating aspirational yet relatable scenarios. Viewers could click directly on the glasses to purchase them through the YouTube interface. This approach successfully blended brand storytelling with a direct path to purchase, enhancing user experience and driving sales.
The key to their success was the seamless integration of shopping functionality within visually appealing and engaging content, making the purchase process effortless. This approach demonstrates the power of connecting product placement with lifestyle imagery to enhance brand appeal and drive sales.
Sephora: Utilizing Influencer Marketing and Product Demonstrations
Sephora, a beauty retailer, leveraged influencer marketing and product demonstrations in their shoppable YouTube videos. Collaborating with popular beauty gurus, they created tutorials and reviews featuring specific products. Viewers could purchase featured items with a single click, directly from the video. This strategy capitalized on the trust and influence of beauty influencers, providing social proof and increasing consumer confidence.
The seamless integration of product demonstrations with the shoppable feature proved highly effective, driving both engagement and sales. This example highlights the synergy between influencer marketing and shoppable video, creating a powerful combination for driving sales and brand awareness.
Shoppable YouTube videos offer a streamlined purchasing experience directly within the platform. However, for more personalized customer service and order management, integrating this with a robust communication channel is key. Consider leveraging the capabilities of WhatsApp business for social commerce to handle inquiries and sales following a YouTube purchase, thereby enhancing the overall customer journey and driving sales for your shoppable videos.
Nike: Showcasing Performance and Aspiration
Nike, a sportswear giant, uses shoppable YouTube videos to showcase its products in action. Their videos feature athletes and influencers engaging in sports and fitness activities, wearing and demonstrating the latest apparel and footwear. Viewers can then easily purchase featured items through the embedded shopping links. Nike’s success lies in connecting their products with aspirational lifestyle and performance, appealing to their target audience’s desire for high-quality sporting goods.
The videos emphasize the functionality and performance benefits of their products, reinforcing their brand image and driving sales. This showcases how shoppable video can be successfully integrated into high-energy, performance-driven content to resonate with a specific consumer base.
Table of Successful Shoppable YouTube Campaigns
| Campaign | Industry | Key Features | Results | Key Takeaways |
|---|---|---|---|---|
| Warby Parker | Eyewear | Lifestyle content, seamless integration of shopping, aspirational yet relatable imagery | Increased sales, improved conversion rates, enhanced brand awareness | Focus on visually appealing content and effortless purchasing experience. |
| Sephora | Beauty | Influencer marketing, product demonstrations, shoppable links within videos | High engagement, increased sales, strong social proof | Leverage influencer marketing and provide clear product demonstrations. |
| Nike | Sportswear | Performance-focused content, showcasing products in action, shoppable links | Increased brand engagement, sales growth, strengthened brand image | Connect products with aspirational lifestyle and performance. |
End of Discussion
Ultimately, the rise of shoppable YouTube videos signifies a significant shift in the digital marketing landscape. By leveraging the power of video content and the convenience of direct purchasing, businesses can unlock unprecedented opportunities to reach and engage their target audiences. The strategies Artikeld in this guide provide a roadmap for creating successful shoppable video campaigns, driving sales, and fostering stronger customer relationships.
As technology continues to evolve, the potential of shoppable YouTube videos remains vast, offering exciting possibilities for innovative and effective marketing in the years to come.
FAQ Explained
What are the typical costs associated with implementing shoppable YouTube videos?
Costs vary depending on factors like chosen platform integrations, video production quality, and marketing campaign scale. Some platforms offer free basic features, while others require monthly subscriptions or per-transaction fees.
How do I track the performance of my shoppable YouTube videos beyond standard YouTube analytics?
Utilize platform-specific analytics dashboards provided by your chosen shopping integration. These dashboards usually offer detailed insights into click-through rates, conversion rates, revenue generated, and other crucial metrics.
Are there any limitations to the types of products that can be sold through shoppable YouTube videos?
While most products are eligible, certain restricted items (e.g., regulated goods, hazardous materials) may be subject to platform restrictions. Always check your chosen platform’s terms of service for specific limitations.
How can I ensure my shoppable YouTube videos comply with advertising regulations and FTC guidelines?
Clearly disclose any sponsored content or affiliate relationships. Be transparent about product pricing and any potential biases. Familiarize yourself with relevant advertising standards for your region and industry.
