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Video-based email marketing grows in mobile era

Paul Newman Archive

All categories of advertising are important, but email strategies are especially crucial for retailers today. Unfortunately, decision-makers often need to walk a fine line when launching email marketing initiatives, as consumers can easily be overwhelmed by large volumes of content or disappointed in a company's lack of attention.

A recent report by Media Post highlighted how email marketing is changing in 2013, noting that the industry will increasingly focus on content and data quality. Video, for example, is making a comeback in the email landscape. Firms may want to develop strategies that allow for advertising campaigns consisting of different media types. This will be especially important as individuals continue to use mobile devices.

The Interactive Advertising Bureau (IAB) noted that approximately two-thirds of all mobile-based video activity takes place at home, which will provide a unique opportunity for marketers.

"Digital video marketing has skyrocketed over the past year and is primed to deliver even greater returns on a variety of screens - particularly on mobile phones," said Anna Bager, an executive at IAB.

In 2013 and beyond, decision-makers will need to address varying email marketing techniques to keep consumers interested. By analyzing customer activity, organizations can be sure they have accurate information to launch an effective advertising campaign.