Mobile is the focus of many marketers this holiday season. It is evident in the recent statistics from IgnitionOne, which show paid search spending for mobile marketing increased by triple digits – 231% for tablets and 307% for smartphones, primarily due to the holiday weekend, which included Black Friday and Cyber Monday. Mobile advertising was up 100% during the holiday weekend (11/23-11/26) compared to the 2011 holiday weekend. Click-thru rates for mobile increased 5% as well. “These stats confirm the dramatic growth in consumers browsing the web on mobile compared to conventional digital devices,” said Clash Group global CEO Simon Wajcenberg. “The significant rise in CTRs on mobile ads generated this Black Friday and Cyber Monday compared to 2011 shows quite clearly how marketers and consumers have taken to their smart devices. It is also interesting to see how re-targeting on mobile and desktop is generating real leads for marketers.”
An example of a company that is taking advantage of the increased usage of smartphones and tablets during the holiday season is FedEx, which is running a mobile campaign to prepare for the vast amounts of packages, letters and cards that are shipped during the holiday season. This year’s mobile campaign is geared to attract shoppers with promotions and activities. The campaign features a map of nearby FedEx offices and businesses that offer FedEx services, with contact information and a click-to-call feature so consumers can call right from their smartphones and inquire about shipping costs, mailing deadlines, etc. There is also a calendar that counts down the days to Christmas and tells you the number of days left to ship packages to your family and friends before Christmas Day.
The important thing to note is the FedEx mobile program is timely, meaning it is the perfect time to create and promote a mobile campaign that is focused solely on the holiday season. Being mobile, it keeps the company top-of-mind during a time when promotions and advertising are abundant. The program will help drive awareness of FedEx’s shipping services and drive in-store traffic at its multiple locations across the country. The added personalization of the map allows consumers to find FedEx locations near their work, home, or the store where they just purchased gifts. Looking forward to hearing how well it worked for FedEx!