Let’s face it, we’re living in a mobile first world. If your marketing isn’t optimized for smartphone users, then it isn’t working. A few weeks ago Aaron Strout, integrated marketer extraordinaire and all around good guy, wrote a great piece for Marketing Land called “Four Key Mobile And Location-Based Trends for 2016”. If you haven’t read it, you should.
One of the trends he touched upon was a mobile video explosion for 2016. Aside from his use of the dreaded “paradigm shift” to describe these changes to video (seriously…that term is like nails on a chalkboard for me), he made some great points about why marketers should take a long hard look at how they distribute their content. For anyone younger than 50, mobile matters now more than ever. I mean 4 in 5 millennials find video helpful to making a purchasing decision and nearly half ONLY watch video on their mobile device. So there’s that…but I wanted to take this concept a step further.
He also talked about location based marketing technology becoming more of a feature rather than a standalone product this year and how that will increase the growth of proximity based data and engagement. What I feel is that these two trends are going to come together strongly in the next year or so.
Let’s use shoes as an example. Imagine watching a video for a pair of shoes you’ve been shopping for and that video ends with a call to action to let you know that the store two miles away has ten of them in stock? Or imagine that the close of that video is tied directly into eCommerce allowing you to add it directly to your cart? Maybe that option says “these shoes are going on sale tomorrow at your local store for 20% off, do you want to lock in your size at that sale price now?” Televisions, gaming systems, kid’s toys…there’s a multitude of applications here. Whether you’re doing it online or trying to drive the viewer to a brick and mortar store.
That’s the special video marketing sauce that has been lacking with eCommerce – the ability to tie a product video view into the sales process more directly. Whether that is online or directing them in-store. The viewer just watched a video about a product on your website; show them you have that product in stock! Or maybe they really are shopping for shoes like my example; have that mobile video player end with all the styles of that shoe and how many of each style are available!
The retailers who connect these puzzle pieces of video and tying location based marketing to inventory fastest are truly going to win huge in 2016 and beyond. People’s attention spans have never been shorter online, so if they watch a product video to completion…they’re interested. Why not present them with an immediate and customized proximity driven option to take the next step before they are distracted by tapping elsewhere to see the next shiny thing?