As a resource to whittle down a car shopper’s consideration set, video is invaluable. Consider creating content around the five popular video styles (
- test drives,
- walk-around,
- feature highlights,
- reviews,
- safety tests
), which allows shoppers to research by simply hitting play, and make sure it’s optimized for mobile. Mercedes-Benz’s example illustrates how marketers can be there in shoppers’ which-car-is-best moments in creative, digital-first ways.
BLINK – a BASE Jumping Flick – Mercedes-Benz Original
“They say the biggest regret people have on their death bed is having worked too much”
.. So why not buy a Mercedes G-Class
How to Identify the Right KPIs for Online Video: Lessons From Google BrandLab
most marketers agree their target audience fits into one of three categories: unfamiliar with a product, on the fence about a product, or ready to act. With each new campaign or initiative, it’s important to know where your target audience is in their journey and their intent. Based on that, which of the three possible brand goals is your #1 priority?
.. select KPIs that are easy to track and align with their marketing goals:
Why Marketers Should Care About Mobile Page Speed
People use their mobile devices to shop more than ever before. But the average mobile retail site doesn’t live up to expectations—leading brands to lose customers and sales.
.. Takeaway: As a site owner, you can tackle this problem by setting performance budgets for pages. This means, for example, you could decide you want your site to load within three seconds (the “budget” of each page). Using that benchmark, you can cull unnecessary page elements that cause the load time to exceed that limit. You can also audit and monitor all the third-party scripts on your site that affect load times.