Television on, tablet nearby, cell phone in-hand. This is how a growing number of people—"digital omnivores," in today's parlance—consume media: across multiple platforms. According to a Google study 81% of people use a smartphone while watching television, and 66% use laptops and smartphones simultaneously. Interacting with multiple platforms, either sequentially or simultaneously, has become the norm.
On all of these devices, people are watching more online video than ever. So how do you, as a marketer, use video marketing to engage consumers through multiple channels at the same time?
Take advantage of people's multi-platform addiction: adopt a cross-platform marketing strategy. It’s essential that you deliver the right message at the right time.
Design device-specific content for mobile phones, tablets, and PCs. For mobile, make videos short and sweet. Also, make sure the video loads quickly, as most viewers won’t wait, especially for an advertisement. Your videos can be a bit longer for tablets, as the device offers a more relaxing browsing experience. Engage users with long-form content, be creative and produce something beautiful—with a larger screen, people enjoy high-quality videos and graphics.
In order to encourage simultaneous interactions with consumers, try employing a service like Shazam. This mobile app enables users to “tag” your tv commercial using their smartphones, directing more viewers to your YouTube channel, website, or other online content. People who use Shazam to tag an ad are three times more likely to interact with the brand through desirable follow-up actions than people who do not. Viewers already have their mobile phones in-hand while watching television; bridge the gap and connect with users over both platforms.
Some of you may still depend on traditional media outlets for your marketing. You should endeavor to incorporate your cross-platform strategy here too. Companies have started using print media to drive people to online videos, contests, and other content. For example, Omni Hotels recently augmented a traditional campaign with high-tech. Omni invited consumers to photograph certain print ads using the free Omni LIVE app on their mobile devices, which triggered exclusive video to play and sent users special offers. So when you think of online video, it’s not all or nothing. Even if you have heavily invested in traditional media, use online video marketing to compliment it
. Multi-platform use is at an all-time high. Now is the time to take your first step into the world of online video marketing. Consumers are already engaging with content across multiple-platforms—if you take advantage of digital marketing, you have the power to drive more overall consumption and extend the total reach of your message.
Guest Post written by: Hannah Brenzel, Viral Gains
