Mobile Video Is Changing How People Buy
For Many People, the Popularity of Mobile Video Is Speeding Up the Buying Process.
If you want to understand why mobile video is such a hot topic, ask yourself a couple of questions.
Have you ever Googled a product while standing in a store, and watched a video on your phone before buying?
Or maybe you got a promotional email about a sale, and made an impulse purchase on your phone—without getting up from your chair?
These are just two examples of how smart phones and mobile video have shifted consumer buying habits.
If you’re a retailer or marketer, you need to shift your mindset and your tactics in order to stay competitive with today’s online marketers.
Sales Funnels Are Changing
In the traditional sales model, leads were generated and nurtured, in a linear process. Consumers moved from the awareness stage, to consideration and purchase, over several days or even weeks or months.
In years past, it played out like this:
Maybe your customer got a catalog in the mail, and flipped through it. Then a few days later, they called and asked questions about a product, then they dropped by your store to see the product, then days or even weeks later, they finally made a purchase.
Today’s Buyer’s Journey
With mobile marketing and mobile video, that process is playing out faster than before.
Today, in-store shopping and face-to-face interaction are less common.
With websites, product reviews and YouTube videos, information is readily available online. Consumers no longer have to visit a store to learn about a product.
And with smart phones, that information is accessible anytime, anywhere.
Statistics About Mobile Video
The latest statistics show the impact smartphones are having on the sales process. The use of mobile is becoming much more prevalent among consumers.
According to a study from xAd, one third of people now make purchase decisions exclusively on mobile.
That means they never conduct a search on a desktop device, make sales calls or show up in a store. It’s all done on their phone.
Google research shows that people who use mobile for product searches tend to make purchase decisions quickly, usually within an hour.
That same research shows 82% of smartphone users consult their phones before making purchases in store.
Mobile e-commerce is increasing. According to Statistica, mobile will be nearly 73% of total e-commerce by next year—a 20% increase in the last five years.
So what does this mean to you? It means ALL of your content needs to be optimized for mobile devices.
Blog posts, videos, landing pages, checkouts—they all need to be easily navigable on a smartphone.
And, of course, it means videos need to be optimized for mobile as well. At least we can help you with that last part.
About the Author:
Harry Hayes is the owner and executive producer at Content Puppy Productions, a corporate video production agency based in Charlotte. Before starting Content Puppy, he spent 20+ years as an advertising writer and creative director.