How marketing through mobile video applications boosts engagement, ROI

By Jonathan Hassell

As smartphones and tablets become increasingly powerful and bandwidth starts to become more prevalent and less expensive, the industry will witness the rise of mobile video applications. More millennials and other demographics are turning to their devices as their first screen in a variety of circumstances and environments, which is great news for brands, marketers and mobile app developers.

The following are four ways mobile video applications give enterprises the right tools to market to consumers and further enhance the mobile customer experience:

1. Video content provides users with a more engaging experience

In the mobile environment, it’s clear that video content stands out among text-based posts or ads. The combination of visuals and sound captures the user’s attention in a uniquely engaging way. As such, mobile video applications provide marketers with a powerful opportunity. After all, a highly engaged user is more likely to invest in your product or service. In fact, as eMarketer reports, 51.9 percent of marketing decision-makers in a 2013 CopyPress study claimed video was the content strategy with the best ROI.

2. The highly coveted millennial demographic is very responsive to video content

According to 2014 research from Nielsen, more than 85 percent of millennials own smartphones. These young consumers comprise the largest portion of smartphone owners, which means marketers must keep this demographic in mind to ensure their mobile strategy is as successful as possible. This audience is particularly responsive to video content. In fact, according to Mashable, a recent study by Animoto found that when compared to baby boomers, millennials are 85 percent more likely to purchase a service or product if it lets them watch an explanatory video before the transaction takes place. As such, mobile video applications provide an ideal environment to reach this audience. After all, according to comScore, 49 percent of the millennials who watch Netflix do so at least partially through a tablet or smartphone.

3. Video applications provide a unique opportunity to reach the business audience

In a survey conducted by Forbes, 75 percent of senior executives claimed to use business-related websites to watch work-related videos at least weekly. Furthermore, 52 percent reported they use YouTube to watch work-related videos at least weekly. As more and more enterprises look to video as an educational resource or professional development tool, it becomes increasingly clear that video applications present a new method through which enterprises can reach this business audience.

4. Mobile video applications allow you to demonstrate your product or service in ways that are not possible through simple text or other graphic ads

Enterprises can use video to enhance the mobile customer experience in a variety of ways. For example, brands can provide users with an unboxing or how-to video. This type of content can encourage the user to make a purchase and help him or her use a product or service after this transaction takes place. Overall, it’s clear that mobile video applications provide a uniquely powerful consumer experience by allowing a user to see a particular product in action.

By investing in video applications, marketers can improve customer engagement and increase ROI.

Written By

Jonathan Hassell

President, 82 Ventures

Jonathan Hassell runs 82 Ventures, a technical writing and consulting firm based in Charlotte, NC. He centers his focus around network administrator, security, the cloud, and mobile technologies.

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