According to Digital Buzz, four-fifths of consumers plan to use their mobile device to make purchases in the next year. Comparatively, the exact same percentage of consumers spends most of their time doing something else while watching television. What does this mean for marketers? The average consumer is becoming less dependent on television as a source of entertainment and news. With 15% of internet traffic being generated from mobile devices, mobile content has become the future of marketing. Let’s take a look at the significance of mobile video marketing.
Late in 2013, mobile devices officially beat out desktop PCs in the battle for consumer shopping. A study completed by comScore indicates that more than half of online retail activity prior to June 2013 occurred from a mobile device. The surge of mobile activity includes more than just purchases – most consumers in 2013 also used mobile devices to find coupons, locate a store, and research products.
Though the use of mobile phones has greatly increased, tablets are also making headway as a major source of mobile traffic. A convenient compromise between at home and on-the-go usage, tablets enable consumers to sit back, relax, and shop at their convenience. Statistics indicate that creating video content that can be easily viewed on tablets is a smart move for many brands, as tablets have not yet saturated the mobile device market.
Based on video marketing trends in 2013, it seems video marketing success in 2014 will strongly depend on marketing beyond YouTube. Though YouTube’s search engine is second only to Google, many other video platforms are gaining popularity online. Streaming video services, like Vimeo, are also widely viewed by consumers around the globe. Furthermore, brands are taking to Vine and Instagram for video publishing to engage consumers in a brand-focused conversation.
With technology rapidly advancing, marketers must focus on creating videos that incorporate both audio and visual interest while holding the attention of the viewer. As recent statistics suggest, mobile video ads experience click-through rates three times higher than other platforms. Since mobile content is meant to be viewed from anywhere and everywhere, marketers face the unique challenge of keeping a customer’s interest in an unpredictable environment.
Investing in marketing is essential for the growth of brands both large and small. Mobile video marketing is an affordable way for brands to create and distribute quality content. Businesses with an existing website will find that many previously published pieces of content can be repurposed into a video format with very little equipment. Most importantly, the videos created must be compatible with both mobile phones and tablets to receive maximum return on investment.
As video marketing progresses and competition increases, brands are finding new and interesting ways to engage customers and add value to their industry’s conversation. With the range of video platforms available, customers benefit from video marketing because it provides a quick, straightforward message that can be accessed from anywhere.
How do you plan to change your video marketing strategy in 2014?