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November 7, 2014

Mobile Devices Are Steering The Course of Online Marketing

Video content has already proven to be a powerful tool in an online marketing campaign and, with more Internet users browsing the Web using a mobile device, there is even more need for marketers to include video in their online marketing arsenal.

If you research the statistics for the impact online videos have on a marketing campaign you will find the vast majority of marketers report improved results. This list compiled by Affordable Web Design is particularly impressive.

Furthermore, it is estimated that by 2016, promotional videos will account for two-thirds of global sales that come directly from multimedia handsets. Figures like this are just too big to ignore.

Online marketing strategies are consistently evolving and are doing so at a rapid pace. Not only do marketers have to consider the audience they are targeting, they also have to consider what type of device their audience is using and which platform they are watching.

Video tools

The number of platforms on which you can advertise online is also growing, and applications like Vine determine how you go about creating content. If you don’t know already, Vine (from the makers of Twitter) only gives you six seconds of footage to play with.

Short videos in general have become the trend for 2014. This, however, is mostly due to the short attention spans of viewers who will typically only tolerate 10-seconds of footage — you have to capture their imagination and the golden minute-long elevator pitch you have to sell your product or compel prospects to take the next step.

And the growing use of mobile devices calls for videos to be short and sweet.

Applications such as Chirp and Shazam also have an important part to play in promoting videos through mobile sources. Chirp in particular communicates with other phones and shares links by using sound.

It is emerging technologies like these that create a revolution and levels the playing field. Thanks to the low-cost entry barriers, even small businesses on a busker’s budget can compete with large corporations to promote their company brand.

You don’t even have to invest in expensive equipment. Most mobile handsets have on-board video recorders you can use to film in 720p or 1080p. Even pocket camcorders are not expensive and produce videos to a reasonable level of quality. And what better way to make a video targeting a small screen than using a small screen to record the footage in the first place?

Providing you get your content right and deliver a compelling message in a way that engages viewers and establishes credibility, promotional videos are not beyond the means of any small business, freelancer or entrepreneur.

Hooking prospects

Video content is proving to be more effective than a written ad. People these days are more inclined to watch a video than read an article. When you think about it, this makes perfect sense given more people are inclined to watch TV than read a book.

Even when written articles are packed with quality information that offer value to the reader, research conducted by the Nielson Norman Group estimated that the average visitor will only read about 28 percent of the written content. This rating does not raise hopes of articles generating many leads.

To counter-balance this however, embed a video into your article and you create the best of both worlds — especially if the video is effectively saying the same thing as the article, only in an easily digested format. This option is better for you as well as you are using one idea for the price of two.

Again it is the device that is being used that drives this particular trend of how content is taken in. It is far easier for users browsing the internet on a four-inch screen to watch a video than it is to scroll through a text-heavy article. Videos are quick and easy to digest and is also a media that can be shared with their friends on the bus or tube.

Shares and likes

Talking about sharing amongst friends, we ought to give social media a mention, purely because it allows marketers to build stronger connections with their audience — and when 654 million mobile users log on to Facebook every day (as of June 2014) the prospect of shares multiply significantly.

Social media also gives you feedback in real-time which enables you to interact with viewers and prospects. Granted, it is not possible to do this all the time, but you should make time in the day to check out who is online and commenting on your video.

The focus for your video marketing campaign is getting viewers to like, comment and share. There are many ways to do this and although I would like to say exactly what you should do, there is no set approach for all industries and products.

The best advice I can give you is to make your promotional video mobile ready; short, engaging and able to viewed on a four-inch screen. It goes without saying that the message should be meaningful and compelling, but again, this often comes down to trial and error. Determine what techniques work with your audience and which are not so successful, and don’t be afraid to experiment.

There is little doubt that the dominant device for online activity is a mobile handset and marketers have to be ready and think out the box to figure out how they can sell your products in the smallest box of them all.


Ant Hodges founded The Web Video Studio in 2014 to give video marketers access to professional recording equipment at reduced costs. An expert in SEO marketing Ant has 15 years of marketing under his belt and all the scout badges to prove it. He is also the owner of and specializing in training online marketers in all things SEO.