John Tackett

Mobile Marketing: Use video content as a tactic to engage your customers

December 27th, 2012

In the MarketingSherpa 2012 Mobile Marketing Benchmark Report (free excerpt at that link), we asked …

Q: How much do you expect your organization’s mobile marketing budget to change from 2012 to 2013?             

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A combined 71% of respondents said they would see budget increases, with over half of those reporting increases seeing more than 10%.

While this is great news for many marketing teams, it’s also a tough challenge: Mobile is still a new channel with several unknowns. So today’s MarketingSherpa blog post will share our discoveries in the hopes that our findings can aid your strategy planning efforts for the upcoming year.

I sat down with Benjamin Filip, Research Manager, Data Sciences, MECLABS, and a lead data analyst for the report, for a look at what we can learn from the data to help you get the best use of your (hopefully bigger) mobile budget.

“It really depends on what an organization’s goals are,” Benjamin said. “Some factors to consider in planning how to spend a bigger budget are usage, effectiveness and difficulty.”

According to the data below, from the 2012 Mobile Marketing Benchmark Report, when comparing the factors of usage, effectiveness and difficulty, we can find some good opportunities. For example, our respondents reported “Includes video content” as a highly effective tactic that is not very difficult to implement, yet it is not highly utilized.

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


Going beyond the data

I also sat down with Josh Simpson, Graphic Designer, MECLABS, and asked for a few additional ideas from a development and design perspective, and here are some of Josh’s suggestions:

  • Create a testing culture

“Mobile can be unforgiving, so creating a testing environment within your organization from the start will allow for greater control and flexibility, and can minimize any issues that may arise from all of the unknown factors.”

  • Plan before you spend

“In the mobile space, time is precious. Planning ahead before you spend anything is ideal,” Josh said. “Look at the pages on your website with the most relevance and traffic, and concentrate your mobile development efforts based on those elements.”


Related Resources:

Mobile Video Marketing: 4 Tactics to Get Started

Mobile Email Marketing: 53% higher clickthrough rate for mobile-optimized newsletter

Mobile Marketing 101: 5 ideas to help you begin a conversation with your team

Mobile Email Marketing: iPhone-targeted landing pages boost conversion rate 40% for Ritz-Carlton Destination Club

Launch and Learn: How marketers can keep up in a real-time world

Online Marketing Tests: A data analyst’s view of balancing risk and reward

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