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BizReport : Blogs & Content archives : June 15, 2016

Expert: Why video needs more attention

Video as both a content and advertising medium can be a big boon to brands. That, according to new expert, who believes smart brands can cash in on video content.

by Kristina Knight

Kristina: What is the pull of video for consumers?

Marla Schimke, Vice President of Marketing, Zumobi: Video content enables brands and retailers to visually engage with their target audience. Rather than providing solely contextual materials, video allows brands to offer a wide variety of captivating and interactive content to consumers.

Kristina: Why does video need to be on brands' radar?

Marla: Today's consumers are driven by one device: the smartphone. So what better way for brands and retailers to leverage the most coveted device than employing a mobile content marketing strategy that includes video content? The numbers say it all - in 2015, the number of smartphone consumers using the small screen to access video spiked 35 percent higher than 2014. Much like mobile's rapid growth, video is not slowing down, in fact it's actually projected to grow by another 35 percent this year.

Kristina: Are we talking video ads or video content, as an engagement factor?

Marla: For video to adequately engage consumers, brands and retailers should not just focus efforts on video ads, rather content marketing strategies that include branded video content. For example, a home goods retailer's blog may include a video that shows the consumer how to barbeque the perfect steak - alongside the video - consumers are shown the specific items featured in the video as 'shoppable' so the consumer can easily purchase, with one-click, the same steak knife, seasoning or barbecue featured in the video clip.

A mobile content marketing experience is extremely customizable and may include video streams from a brand or retailer's social channels including YouTube, Vine or Vimeo. The key here is creating interesting, fun and engaging video content that attracts interest from a brand's target audience via mobile. A key component to easily execute this strategy is leveraging a mobile content marketing platform that can enable the brand's content to be 'shoppable' on a mobile device.

Tags: branded video, video advertising, video content, Zumobi

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