Video content drives mobile engagement

Published on
by Brafton Editorial
Survey shows that video content is under-utilized and easy to implement.

The world is changing as people transition from spending time on desktop computers to accessing content via mobile devices. In fact, marketers can’t afford to overlook this inevitable occurrence any longer, especially with tablet devices making their way into American homes more frequently than ever before.

Video Content Use MarketingSherpaAccording to comScore’s “Brave New Digital World” report, approximately 15 percent of web content is viewed on devices besides PCs. People search for and engage with custom content from their smartphones, tablets, smart TVs, game consoles and eReader devices. More, mobile marketing continues to be a relatively new outreach channel, and marketers struggle to leverage its reach for lead generation and conversion.

MarketingSherpa recently reported that 71 percent of survey respondents said they would increase their mobile marketing budgets moving into the new year. Additionally, the company sought to find areas in which professionals could improve their content creation and distribution for mobile channels. Since many survey respondents admitted they struggle to find success through mobile marketing, MarketingSherpa contributor John Tackett spoke with Benjamin Filip, research manager of data sciences, at MECLABS to identify what content type thrives on mobile devices. The answer: video content.

“Marketers looking for an easily implementable strategy that produces very effective results should focus resources to include video content,” Filip said. “Including video content sooner rather than later will put [brands] ahead of the curve compared to other mobile marketing campaigns.”

According to the source, MarketingSherpa’s survey respondents reported that video content continues to be a highly effective tactic, but it’s not used frequently. Marketers who want an edge over the competition may want to consider creating video marketing campaigns that reach consumers across multiple channels. While video content doesn’t have to be designed solely for mobile lead generation, highly relevant and engaging content will appeal to on-the-go users and stationary consumers – the best of both worlds for marketers.

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