In 2018, we saw two important digital marketing trends that we believe will continue to gain in significance
- Mobile: Consumers are making more purchases on their mobile devices.
- Video: Consumers across the Web are favoring video content over other formats.
More specifically, trends show that e-commerce will be increasingly driven by mobile commerce, which is expected to jump more than 32 percent and will account for 44 percent of holiday e-commerce spending according to eMarketer. Also, video consumption and traffic will make up 82 percent of all Internet traffic by 2021, according to research from Cisco.
Who are the people consuming video and content on mobile devices?
We’re lumping them into two categories.
- Shoppers with intent. These people know what they’re looking for, and are ready to make a purchase fast.
- Exploring shoppers. These people are ready to browse, discover new things, and are more likely to impulse buy.
We see the latter group more akin to explorers on the open Web—these consumers are engaging with video and with their mobile devices at higher rates than other content formats and devices.
Focus on Video and Mobile Device Targeting
An effective mobile campaign will involve the following four elements:
Successful mobile campaigns all start in the same place—with the right data. When you’re just getting started, your goal should be to test new audiences and creatives to collect reliable data.
Scale Your Audience
Once you’ve gathered substantial amounts of data on your audience and creatives, you’ll want to get the word out about your brand to as many people as possible leading up to the purchasing rush. Unwrap your campaign’s potential with powerful branding—video campaigns, earned media, and educational content provide value and entertainment for your consumers and will keep you at the forefront of their mind when they start to shop.
The week of Thanksgiving through the New Year is when you’ll want to sprint. All of the testing and audience building you’ve done to date is about to pay off—it’s time to focus on performance-related content and sales.
Marketing campaigns don’t end after sale. Continue the momentum you built up by focusing your channels on successful customer retention.
As you can see, a lot goes into mobile and video marketing, so if this is something you need help with, please don’t hesitate to contact us.