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Mobile Search & Mobile Advertising: The Next Dot Com Bubble?
Tuesday, March 16, 2010
This is a topic that we haven't touched on in a while.  Mobile Search and Mobile Advertising is nothing new.  For some reason North America has been slow to adopt mobile as compared to other areas of the world.  I am going to state the obvious here, Mobile is big and it is not and will not be going away.  With the advent of Smart Phones (iPhone, Google Android anyone?) people are more wired than every before... and where the masses are so to are advertisers and marketers.

I had an interesting conversation with Manoj Jasra of Web Analytics World the other day as he came over to my place for a quick visit.  Manoj and I both agreed that Mobile is where it is at, and that Mobile is just now starting to get the attention that it deserves.  There are huge opportunities with Mobile and not just with Apps, but with advertising and the ability to find information real-time via a mobile device.

Chris Crum over at Web Pro News had a great piece on mobile search the other day that we would like to reproduce pretty much in its entirety here.
Original Post:

Critical: Improve Your Mobile Search and Advertising Strategy
Don't Let Your Search Strategy Get Left Behind By the Mobile World

A Google exec recently said, "In three years' time, desktops will be irrelevant." That's debatable, but there's no question that mobile use will have grown much more than it already has. Based on comments in a recent keynote, Microsoft CEO Steve Ballmer doesn't seem to think PC use is going to drop too much, but he did say, "Mobile queries are just going to keep going up and up and up."

 A study released last month found that the number of mobile phone subscribers is on track to increase from 4.6 billion to 5 billion globally by the end of 2010. Another study found that consumers are getting more comfortable with mobile shopping.

Mobile Search

Google has dominated the search market for a long time, and while this still continues to be the case, it's important to note that search in general changes with mobile. People are searching in different ways than just using their favorite search engines. They're using different apps. They're using their voices. They're scanning barcodes for instant access to product information. The number of ways people are finding information with their phones is only going to keep increasing. On mobile, it's not just about Google, Yahoo, and Bing.

That's not to say these three aren't still incredibly important to mobile. In fact, the search share among these top search engines may even become more greatly divided as time goes on. We're seeing different mobile carriers and manufacturers making deals with these companies, which affect the default search options for various devices. As we discussed before, mobile search engine use may be largely dictated by device popularity, which is (in my opinion) one of the biggest things Bing will have going in its favor in terms of market share - Microsoft's new Windows Phone 7 phones will come with Bing hardware keys, meaning the most convenient way to search on these devices will likely be to hit a single button taking the user to Bing. If these devices become popular, it could be huge for Microsoft in search.

 As far as Google indexing and mobile sites goes, Google's Matt Cutts says, "If you can find a way where your existing site will work well in mobile browsers, we're not worrying about supporting two completely different sites."

To learn about this subject in more detail, read the Google Webmaster Central Blog posts: Help Google Index Your Mobile Site, and Running Desktop and Mobile Versions of Your Site.

 The article went on to discuss mobile search advertising and creating separate mobile-focused campaigns to help optimize keywords and ad text for people using mobile devices.

One of the most important things any search marketer can do with regards to a mobile strategy, is to simply keep up with the latest mobile trends and innovations. This space is rapidly evolving, and new apps are released frequently. Pay attention to hot apps, and how your target audience is engaging with them. What devices, operating systems, and browsers are hot? Monitor studies and surveys that delve into demographics. Try to stay ahead of the curve.

Mobile Search and mobile advertising are in fact being leveraged by many businesses.  The question is, is your business leveraging mobile?


posted by Jody @ Tuesday, March 16, 2010  
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