Here’s an alarming stat: 67% of smartphone shoppers will switch to a competitor’s site if your checkout process is too slow. Ouch. The new data comes from a report issued by Google that takes a look at the current state of mobile marketing. The report also details how some companies like Red Roof Inn, Home Depot, Wal-Mart, and Realtor.com are finding huge success with their mobile marketing strategies.
Red Roof Inn is probably not a company one would expect big mobile marketing results to come from, yet the company managed to find huge success by targeting specific groups of people. For instance, the hotel chain capitalized on the fact that 90,000 people are stranded every day due to canceled flights. By using creative ads in search results like “stranded at the airpot”, the company managed to obtain a 60% increase in last-minute booking. Not bad!
Home Depot is a company that thrives on the fact that people are trying to tackle DIY projects. However, to get people to actually come into the store and buy the tools and materials they need to do a project, those customers have to feel confident and comfortable with the building process. The solution was to create and release hundreds of DIY videos on YouTube to educate people. The result? 43 million views on their videos. The viewers are now educated and are likely confident enough to come to the store to make a purchase. Smart move!
Wal-Mart was having a big problem with its mobile commerce. Its mobile site was taking a whopping 7.2 seconds to load. Every second that it took their site to load was an opportunity for someone to jump ship to another website. By changing their coding, fonts, and images, the Wal-Mart site loading time was cut down to 2.9 seconds. Every second that Wal-Mart shaved off its loading time corresponded to a 2% boost to conversions.
Realtor.com found success by going a tried-and-true route. They hired actress Elizabeth Banks to do a 5-part YouTube series that walks homeowners through the process of buying a house. The videos were a hit! They logged 400,000 views in their first three weeks on the web. Skippable video ads promoting the videos even generated a 30% view-through rate, which is impressive for that format.
The lessons here are clear: identify and solve a big problem for people, bring value to your company through education, speed up your services, and rely on proven advertising methods to promote yourself. These have all proven to be extremely successful strategies!
Read the full article here: 4 Brands Whose Creative Approaches to Mobile Marketing Are Getting Big Results