New Technology Briefing: Video mobile as a marketing tool

Video mobile is fast becoming commonplace amongst the 18–35-year-old demographic, but few have realised the potential of this new media to act as a route for targeted direct marketing. This paper examines how marketers can overcome their technical phobias and reach an untapped audience through a fast-growing medium. It seeks to demystify video mobile and its capability, clearly outlining the players in the market, the options available and the lessons learnt. In so doing, it aims to open up to brands and marketers a new opportunity for marketing strategies.