Marketing for the Masses
Remember that 8.25-second attention span we mentioned earlier? Keep those videos short and sweet. "That's never been more important than with mobile," Foley said. "Who wants to stare at their phone for six minutes?"
Again, it's all about strategy. "Your strategy needs to detail exactly what type of videos you're going to be creating, how they'll be created and how you're going to deliver," Foley said. "Don't forget that YouTube is the No. 2 search engine right behind Google.
"Don't bury your videos only on your website," he continued. "Use the tools that exist to help get your videos out and optimized for the device."
5. Mix It Up
In the keynote speech on May 18 at the National Postal Forum, Postmaster General Megan Brennan revealed that the USPS is testing a new feature to engage consumers through mobile devices. The project, known as real mail notification, is being piloted in Northern Virginia and enables consumers to use a mobile device to see what's arriving in their physical mailbox.
Mail can serve as a powerful complement to digital marketing campaigns. Unfortunately, some brands forget to tie mobile into other marketing initiatives, Hasen said. For companies on a budget, there are relatively easy and cost-effective ways to include mobile on marketing materials that are already in the budget. "For instance, having a call to action on a direct mail piece that leads people to a mobile website or to join a loyalty club makes the dollars work harder and become more measurable," Hasen concluded.