An Eccolo Media survey of senior decision makers in US business tells us 71% now consume vendor content on a mobile device.
Google says Gen C consumers (the social generation) use the internet as their main source of entertainment, and 66% spend the same or more time watching online video as watching television.
This is an irreversible shift. Forget the type of device of used, what we know is that consumers want content they can view from anywhere at any time. They want this content to be social, they want to be able to comment on it, share it, verify it. They’re comfortable with audio and video. And when it is easy to click away, they expect to be entertained. They value engagement.
So why not create something that makes use of a tablet’s audio, video and connectivity?
Never grow stale
Citrix, the US tech firm, has a well-established customer reference programme, but it is careful never to let it grow staid. It wanted to create something new for a sales kick-off event. We had an idea.
Taking existing Citrix reference material (print and video across case studies, industry credentials and whitepapers), we created an eStudy and an eCredential, to be viewed on iOS devices.
Readers can scroll the existing written story or view a new, graphic reworking. They can activate audio quotes, hearing the customer say the words, or watch the video. They’re able to click-through to product hyperlinks, or post to social media. The multimedia content reflects the expectations of tablet users.
Citrix debuted both formats at the sales kick-off in California in January. Both formats were warmly received by sales teams (several asked if they could use them straight away). Helpfully, Citrix conducted some on-the-spot market research:
- 92% do, or would, use tablets for demoing Citrix products
- 91% like having both audio and video embedded
- 95% of users found it easy to navigate
- 98% think the eStudy format valuable and would use it with customers
- On a scale of 1 to 5 re the value of the eStudy format, 95% were positive (57% said ‘excellent’)