Tag: video marketing

Are the videos we watch on our smartphones telling us what to buy?

Video has become a central part of our mobile device use.

After all, smartphones and tablets make it very convenient to watch any of the millions of videos that are readily available online. In fact, the consumption of video over smartphones is growing faster than that over PC and tablets.

In the United States alone, there are about 41 million people who are watching video specifically on their smartphones.  Though we might assume that the smartphone screen would be too small to be able to enjoy video, it certainly hasn’t stopped us.  The fact is that these devices are simply too handy to ignore.  We have them on us all the time so when we want to see a video, they’re the obvious choice.

After all, most video views aren’t exactly planned.  They’re spontaneous and occur as a result of having stumbled across them during other smartphone uses. This helps to explain why a mobile charger gadget has become such an important gadget as video is notorious for draining battery power. This is especially true when a specific brand or celebrity is involved in a video.

Are the videos we watch on our smartphones telling us what to buy?

That said, viewers don’t just idly watch and then shut off their devices.  They often use video to learn about different brands and products.  Moreover, they will frequently make shopping decisions based on what they’ve seen.  In fact, according to some studies, 73 percent of consumers have an increased likelihood of making a purchase after having watched a video.

A recent survey showed that 58 percent of consumers find brands more trustworthy when they produce video.  Consumers also find videos to be very helpful.  Ninety six percent feel that videos make it easier to make decisions about what they want to buy.  Another 71 percent of consumers felt that they felt more positively about a company, service or brand after having seen a corporate video from them.

For marketers, brands and companies, this is a very important piece of knowledge, but at the same time, it’s important for us to acknowledge as consumers, too.  After all, videos have become quite an important part of our overall shopping experience.

Mobile marketing can sway auto buyers with effective video content

A recent study has revealed that 70 percent of car shoppers using YouTube are influenced by what they see.

A new report has now been issued that provides insight into trends with regards to mobile marketing and video advertising and the impact this is having on the decisions being made by car buyers.

The report is based on YouTube data, Google search data and results from the 2015 Google/TSN Auto Shopper Study.

It also included the data produced as a result of a Milward Brown Digital commissioned study conducted by Google based on the auto shopping consumer sales funnel. Overall, this revealed that digital and mobile marketing played a considerable role in influencing the decisions made by car buyers as 70 percent of people who use YouTube had been influenced by video content when they made their auto purchasing choices.

The report provided a number of important pieces of insight into online and mobile marketing trends in car buying.

Mobile Marketing - Auto BuyersAmong the highlights of the report were the following:

• 70 percent of people who use YouTube in the vehicle purchasing process said that the video content they saw had an impact on the choices they decided to make.
• The average car buyer made only two visits to dealerships before making their decision.
• 60 percent of vehicle buyers start the shopping process without knowing which car they actually intended to buy.
• Mobile searches taking place from within the actual dealership lots had risen by 46 percent over the 12 months prior to the study.

Though this data aligned with the predictions that have been made within the auto industry with regards to the influence of mobile advertising, search and video content, it is interesting to see the speed at which consumers are adopting digital methods of informing themselves and are reducing the number of visits they are actually making to a dealership before deciding on the vehicle and purchasing method they intend to use.

What is now being found is that many of the most important influences on consumers come from micro moments when mobile marketing has the greatest influence. It is at those moments that shoppers take out their mobile devices in order to learn an additional piece of information instead of going to a salesperson directly.