The challenges of video B2B mobile marketing
As B2B marketers embrace mobile advertising to improve brand presence and search engine optimization, they run into opportunities and obstacles the unique platform provides.
Recently, organizations have embraced digital video ads as a powerful mobile marketing tool. Business Insider recently reported companies will increase spending on mobile digital videos three times faster than desktop options between 2015 and 2020 (1). B2B marketers publish videos across numerous free publishers such as YouTube and Facebook. Social media sites play well on mobile devices and videos are often more memorable than text options.
An audience's ability to recognize mobile videos is not always an asset. The B2B News Network shared AOI research that found three quarters of consumers were annoyed by repetitive mobile ads (2). Other respondents said they thought mobile video ads were too long or frequent. Companies have complained about the inability to determine which type of video platform showed the greatest B2B lead generation and displayed best on tablets and smartphones.
The Harvard Business Review suggested mobile videos don't facilitate fixed attention the way other platforms can (3). Video mobile B2B marketing needs to compete for the buyer's interest, companies should look into creating short content that puts important details at the top. To learn more about the technology, B2B companies should partner with a digital marketing agency that can help navigate the ins and outs of mobile performance.
(1). Mobile video advertising is growing three times as fast as spending on desktop video
(2). Inside look at why mobile video advertising is growing fast
(3). When People Pay Attention to Video Ads and Why