Video for mobile devices
Mobile defines the 21st century, and video is fast becoming the must-have marketing tool.
In the business world, embracing both of these strategies is quickly going to become non-optional if a company is to succeed, in much the same way that social media is pretty much a must-have. Along with social, though, strategy and proper implementation are key.
The mobile or mobile-optimised website is fast becoming essential to ensure that the customer on-the-go is not inadvertently turned away from your website by a poor browsing experience. I know a website that has a dwell time for mobile users that is HALF that when viewed on a desktop. That illustrates customer engagement that is suffering due to non-optimisation. Bear in mind that the proportion of websites browsed by mobile is currently 10% and expected to exceed desktop browsing in 2014 – so you can see how fast the growth is.
Integrating video into your mobile website is a quick way to retain customer attention. Firstly, the navigation path must by its nature be simple, and secondly the customer is just a click away from a prepackaged insight into your business that will be a lot easier to consume than text. A mobile site is bound to be light on text, and hence video is a great substitute for all the information you didn’t really want to throw away but your web designer insisted you did.
Don’t forget to test video on your mobile site – or even your main site. With Apple not supporting Flash, I know from personal experience the frustration of not being able to load a site properly on the iPad, or watch a – probably well-intentioned – video.
And watch the video quality – with WiFi becoming ubiqitous and 4G here, don’t hobble your video with low-resolution or blocky images. A video on YouTube can be watched in HD or SD, so get your video online in high quality and let the browser or user do the work. I worked on a client site last year where the WiFi speed was faster than my wired broadband at home. Streaming issues will only get less significant in the future, so don’t build your mobile video presence on the assumption of 20th century infrastructure.