Mobile video making impact in marketing

As a growing number of consumers carry phones and mobile devices that have internet access, marketing firms and agencies are turning to online video as an effective communication channel. 

According to a mobile marketing analytics report from Mogreet, smartphone penetration in the U.S. has hit 35 percent, and other technological advances have allowed easier streaming of online video.

James Citron, Mogreet's CEO, said the increase in iPhone mobile video messaging views in the last quarter served as proof that "feature phone and smartphone users are increasingly looking to consume video, pictures and audio on their devices."

Citron added that digital marketers would be able to communicate with more of their audience "regardless of handset type, and supply them with personalized video content that increases consumer loyalty, engagement and responsiveness," by using mobile video marketing techniques.

One Cleveland, Ohio-based online advertising agency that is already seizing on the marketing opportunities offered by online video is Fathom, which recently announced it had released two educational whitepapers for the healthcare industry and other companies looking to boost their online presence.

While one paper is tailored for medical professionals who are embarking on an internet marketing campaign, the other offers advice on how to design and launch social media and video advertising efforts.