A recent study from the Interactive Advertising Bureau Mobile Marketing Center of Excellence titled “Mobile Phone Video Diaries: Understanding Mobile Video Usage” shows that people pass videos around. That may not come as a surprise but what might is the second most popular way these videos are shared which is, unfortunately, an area of concern for marketers.
Note that in the methods of sharing, right after sharing on a social network, is “show others on my own device”. While that is definitely a form of sharing (I am picturing the “Hello!” football video commercial for AT&T which I had to search to remember the brand!) the troubling part of this for marketers is measuring this kind of sharing. On the surface, this appears to be something that can’t be done very accurately. Not being able to track something accurately for marketers is a very bad thing these days.
How are you overcoming new areas of marketing where analytics and measurement are still near impossible to track but will be asked for by people looking to see just what marketing has, or has not, done for a business?