Carphone Warehouse ramps up online video use
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Carphone Warehouse is ramping up its use of online video content to give advice to consumers in an effort to position itself as an authentic advisory voice for consumers looking for guidance when buying mobile devices.
The retailer hopes to create a raft of online video content to help consumers in the pre-purchase research phase to help them make sense of the many technology options available.
Content will be designed to complement its existing content aimed at consumers who have already bought a device and are looking for tips on how to get the more out of it.
It has appointed Adjust Your Set to handle its online content strategy and develop content for a campaign in 2013.
The retailer is also tailoring content to mobile devices to reflect both the products it sells and the appetite for mobile content from consumers looking to research products on the move.
Gareth Jones, head of online marketing at Carphone Warehouse, says the shift recognises that video is now “critical” in the shopping journey when buying a new mobile device, adding that 70 per cent of store purchases begin online.
He says Carphone Warehouse registered more than 1 million views of its content around the iPhone 5 launch in the 72 hours after it was announced, with an additional half a million views through mobile devices.
Carphone Warehouse is also growing its content marketing team to reflect the increased importance or video content for the retailer’s marketing strategy.
Readers' comments (2)
John Lloyd-Hughes | Mon, 17 Dec 2012 3:52 pm
Online video is the fastest growing advertising format bar none and with Carphone Warehouse increasing its use of this media consider the point reinforced.
The great thing about videos is that they can be used on your website, social media and email marketing and provide a unique audio-visual experience for people to find out more about your business.
So what are your plans ?
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Ed Marks | Tue, 18 Dec 2012 11:46 am
I completely agree about the effectiveness of video. But I would say that, as that's what I do....produce effective - and cost-effective video content for training, information and 'guide' presentations. In fact we produced their Geek Squad programmes last year!
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