Event Marketing Sees Big Returns From Mobile Content

Mobile devices were a major source of engagement for consumers following this summer’s World Cup, according to research from the Interactive Advertising Bureau. The findings on fan engagement—which included the live-streaming of video—reflect the multiple ways in which mobile technology can be wielded for event marketing.

Some of the most impressive numbers regarding the mobile experience were found in other countries. In China, for example, 49 percent of potential World Cup consumers planned to experience the soccer tournament at least partially, if not fully, by streaming the matches on their mobile phones. Mexico and England also saw significant mobile engagement, with device streaming pegged at 35 and 31 percent, respectively.

Because consumers were already on mobile devices to such a great degree, other aspects of mobile fan engagement also performed well. Social sharing and other social activity were a significant driver of this mobile activity.

Tencent deputy-in-chief Yongzhi Wang told Clickz.com that the increased role of mobile has forced smarter designs for both marketing and editorial strategies, with social media serving as a cornerstone of these efforts.

“At the same time, marketing across these social channels brought more awareness and opportunities for interaction for the brands involved,” said Wang.

Engaging mobile users through social media has become more diverse thanks to broadening social tools. Fans can now record and share short video clips along with images, and they can connect with other users, even keeping tabs on celebrities and their unique experiences.

Video in particular made a difference in this World Cup, and it should become even more critical to mobile event marketing in the future. Video content consumption continues to rise: According to BrainShark, one out of every three tablet owners watches at least an hour of video on his or her device every day. Mobile devices are optimal platforms for video consumption, and creators are responding to this increased desire by producing more video than ever before.

Eye-mapping studies have shown video results to have the greatest draw for consumers on any given search results page.

“Google in particular places an emphasis on content that engages, educates, and incentivizes users to stay on a website—all things that video does well, and can be used as a vehicle to help your webpages rank higher in search,” writes BrainShark’s Sabrina Cote.

The World Cup is a natural fit for mobile video success because watching video is the primary method of engaging with the event (unless you attend live), but its success illustrates the power other brands can wield by developing video content optimized around that mobile consumer experience.

By uniting editorial and marketing strategy through video content, companies can create a synergy for their video production that anticipates consumer interests and builds a better brand experience.

This article originally appeared on Skyword.