| Opportunities to target, reach, and engage audiences via digital video have become irresistible to sophisticated marketers.
For the first time ever, the amount of time spent with digital devices in 2013 exceeded time spent with TVs. This shift in viewership habits suggests brands may need to readjust their video strategy.
Today’s consumers don’t just look for product information on one platform. Instead, they search through multiple platforms at a dizzying rate. That means consumers now have access to more information than ever before, and that they’re the ones in control. Consumers are shopping more online and — more often — on mobile devices. In 2013, data from leading video streaming and analytics company Ooyala showed that mobile devices accounted for 37% of all online sales traffic over Thanksgiving, an increase of 36% year over year. More importantly, the marketing funnel is no longer flowing in a linear pattern.
In this new era of marketing, consumers decide their own path from awareness to consideration to purchase. The marketer’s job is to engage and influence them at every step of this buying process.
Ooyala’s recent white paper discusses some of the strategies that leading brands and retailers such as Dell, Victoria’s Secret, ASOS, and The North Face are deploying to drive sales with video.
The paper explores: - The evolving relationship between viewers and content.
- The growing need for an “omnichannel” strategy that leverages all available media to achieve marketing goals.
- The “four C’s” of video content marketing.
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This message is presented on behalf of Ooyala.
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