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Posts Tagged ‘how mobile search differs from online search’
Understanding Mobile Search: 3 Reasons Mobile Is Different
Amanda Moshier | March 3rd, 2010
In January’s newsletter, we discussed 3 online marketing trends from 2009 that are shaping 2010, one being the mobile web (and the other two being real-time search and social media). We pointed to predictions of mobile devices outnumbering computers by 3 to 1 in the year 2012 and the mobile advertising industry reaching $3.3 billion by 2013, and recommended building a mobile version of one’s site – but what about advertising? As the number of users accessing the web via mobile devices grows, so do the number of advertisers vying for their interest. While the long-term potential of mobile advertising remains to be seen, marketers are realizing mobile can be leveraged not only to drive mobile site traffic but also, foot traffic, purchase decisions, brand awareness, and word-of-mouth. Likewise, the nature of mobile search existing primarily as a means to locate actionable data in real-time suggests an attractive potential for ROI higher than that of online search. Couple these factors with massive growth expected in the smart phone sector and Kelsey Group predicts mobile search will account for an impressive 73% of all mobile spend by 2013. Still, despite such momentum, the mobile advertising industry is young, and with a venue so new, it can be difficult to identify where to start. While a variety of mobile advertising tactics are available, including SMS messaging and display, the proven return of paid search makes it a sensible choice for marketers allocating their first mobile spend. Before jumping on the mobile bandwagon, Continue reading…
