Mobile + Video = Consumer Attention

Mobile marketing has been on the rise for the past few years, and it will continue to grow in the next few years. This is not a surprise to any of us. The following graphic speaks for itself on the importance of this marketing vehicle:

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Video marketing has also been on the rise, and these facts may be even more staggering:

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With so much power in a marketing vehicle and a marketing tool, the two together are an unstoppable pair. The greatest advantage a marketer can gain from putting video on mobile is a stronger and less-distracted consumer attention-span. Research reveals that when users watched a video on TV, the video was the only activity going on for 28% of the time. When watching on a mobile phone, consumers gave the video their sole attention for 53% of the time. In addition:

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Does this mean marketers should put all of their efforts into mobile video marketing? Absolutely not! It does mean, however, that this can be an impactful aspect of an integrated marketing campaign.

How would you best integrate mobile video as a supplement in a greater campaign?

 

Tumbling Away from Facebook

Tumblr’s micro-blogging site is becoming more and more popular with teens and young adults. With the emergence of new platforms, the social media landscape is changing, and the usage of Facebook among the younger crowd is on a steady decline. According to Statista, the number of estimated U.S. teen Facebook users fell 25% between 2011 and 2014.

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Among other social media sites, Tumblr is at the forefront of capturing the attention of teens and young adults.

Why is Tumblr so captivating to young people? Digital marketing consultant, Tim Peter, seems to think it’s a matter of the type of conversations that take place on the platforms. He states, “Facebook is where teens and young adults connect with family and some friends. Tumblr is where they connect with like-minded people about the topics they care about.” Companies can leverage great power in knowing that this is a site on which young people feel they can relate to brands. Tumblr is an image-driven platform on which companies can build a sense of community, loyalty, and brand allegiance.

Should every brand now ditch Facebook and run to Tumblr? Absolutely not! Every platform has its niche, and not every company fits into Tumblr’s target audience. The first step in determining a company’s fit for a social platform is to understand its audience and how it interacts with the platform’s purpose.

Can you think of any brands that should focus their efforts on Tumblr and/or cut back on the amount of effort they spend on Facebook?

Emerging Media as We Know It

Emerging media is interactive media.

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emerging media

In stark contrast to traditional media, it involves the audience. It seeks response and yearns for a give and take relationship. It is new, fresh, and, with the constant growth of technology, never static. Merriam-Webster defines the following:

Emerge : to become known or apparent

This definition implies that the very core of emerging media is discovery. It is the present and the future. It is an exciting aspect of marketing that doesn’t sit still. Marketers must embrace emerging media in order to stay relevant and capture audiences who are embracing technology.

How do audiences interact with emerging media? This field includes many components of digital life, including website visits, social media engagement, blogging, texting, and so much more. It is important to remember that interaction is at the heart of it all. The way marketers communicate is changing. The lecture format has become tired (not completely useless, but tired). Consumers want a relationship that is a two-way street. This means that marketers must utilize channels that had not even been created thirty years ago. Laptops, tablets, mobile phones, and GPS devices are just a few examples of these new platforms.

In future posts, I will investigate the tools and methods used in the ever-growing field of emerging media and the reasons why people use them. Come with me down this crazy road of exploration. It will not disappoint!