Many action movies entertain us with thrilling chase scenes. We dodge and weave along with the heroes and villains as they leap from a galloping horse to a speeding vehicle – or from vehicle to horse. We marvel at their prowess in hitting that moving target.
As marketers, we need to acquire or develop a similar ability to hit a moving target while operating at high speed. In our case, that “movement” comes not from stallions and V8 Mustangs, but from mobile devices.
Now that the volume of searches conducted on mobile devices has overtaken those on the desktop, marketers must understand the driving factors such as video consumption, the customer experience and content presentation. What’s more, marketers need to know how to apply analytics to improve their ability to reach their target audiences while they’re on the move.
These are the points I covered in an article on CommPRO, “Before Shooting for Video Marketing Success, Learn to Hit a Moving (i.e., Mobile) Target.” Unbuckle your seatbelt and jump over there to learn more.
