Archive for the ‘Mobile Search’ Category

2010 will be the year for online marketing success

Thursday, January 28th, 2010

Well there are numerous predictions for 2010 floating around, from continued trends in online advertising through to how significant local search will be this year.

We’ve just pulled together a few salient arguments which will hopefully get your brain cells thinking about the future direction of online marketing

“Local search providers will vie for social”

There are many blogs like this one that believes this will be the ultimate test in 2010; major players competing for ad spending on the top social media sites.

You can see the appeal - online social communities are a relatively untapped source and in theory can provide a perfect platform for local businesses to sell their goods and services. If you’ve already built good online relationships with these communities, surely it will be easier than ever to promote yourself?

On the other hand, have a look at this post here, which predicts that social network advertising will rise and then fall flat. Perhaps you can develop good brand recognition but at the end of the day it’s a social site and preying on this precious space may prove disastrous. Any thoughts?

Mobile search will capture the imagination of consumers during 2010

The question is, will mobile search become bigger than desktop search? Local search has been shaping the general search landscape for a long time now, but maybe this is the “year of the mobile” that everyone has been quoting for the past few years.

Most people agree that the stumbling block will be user experience, which we’ve blogged about before, so weigh this argument up too. Websites and technology need to be spot on for this to expand as rapidly as predicted.

Finally, in terms of pay per click trends,

We should see an even greater focus on display ads in 2010″

Rather than the simple (however effective) text ads there are, a whole new range of ad formats will offer a choice of appealing promotions - which surely will also improve everyone’s search experience as well.

Either way, we believe that SMEs can drive change and this is the year for them to succeed online. Maybe just having a website was enough before, but with local search soaring, and people recommending and reviewing, a whole online conversation seems to be brewing… which means 2010 points towards a range of different strategies needing to be considered.

 

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Mobile adspend bucked all market trends

Friday, May 15th, 2009

Having touched on mobile advertising before on this blog, it’s worth keeping you updated with its progress.

The Internet Advertising Bureau (IAB) has revealed that UK mobile advertising spending exceeded the predictions of 2008 and reached a total of £28.6 million

Paid-for-search advertising on mobile topped the charts, accounting for 50.2% of all spend, while mobile display advertising (banners, text links) covered 49.8%

So what does this all mean? This quote, from Guy Phillipson, chief executive of the IAB, sums it up well:

“Over the past 12 months the marketplace has been buzzing with anticipation about this exciting new channel. Now is the perfect time for brands to dip their toes in the water, to see for themselves how effective and complementary mobile advertising can be.”

Read my earlier scepticism here for a more slightly cautious approach, although it does look as though mobile advertising may become a pretty powerful strategy in future years.

 

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Turning to mobile search

Friday, January 16th, 2009

Whilst the stats in this article about mobile local search are centred on America, it still sums up our own thinking about how the UK market will develop.

“Given the continuing growth in the smartphone market, mobile phones are poised to become the first source people turn to when searching for local business information.”

The article reports that;

“two-thirds (64%) of Americans say they generally turn to online resources for local search, while 33% turn to print, and 3% go to their phones. However, mobile phone users outnumber computer users by 39 million [and] the market for mobile search is growing faster than expected.”

The increasing popularity of mobile internet is backed up by the latest stats in the UK too.

“From Q2 to Q3 2008, the number of Britons using mobile Internet increased by 25% (from 5.8 to 7.3 million) compared to 3% for PC-based Internet (34.3 to 35.3 million Britons)” [Nielsen Online]

The Nielsen Online article also goes on to outline which websites perform well on mobile internet, as well as giving the usual demographic breakdown. We still think user experience will shape the popularity of mobile internet - at the moment, it’s often frustrating compared to PC-based searching - but with improvements emerging on an almost daily basis, surely it will only be a matter of time?

 

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How will you be marketing your business in ten years time?

Thursday, September 18th, 2008

No doubt many of you will have read in recent weeks about Google’s 10th birthday and the profound impact that it has had on our lives. Like our previous post about the history and future of local search, it’s hard to take time out to consider where we were a decade a go – and even more so, where we may be in another 10 years time.

Google has certainly shaped the way we search for information in the last decade; it has dominated the market, Google Adwords advertising has transformed how businesses can target their consumers and now Google Maps will be a huge source of information for users and business owners alike.

Can anyone envisage anything that will have such a big an influence on shaping our search patterns in the next 10 years? Various predictions have been circulating:

  • - will social networking sites increasingly shape how people search for information about people and organisations?
  • - can rival search engines, such as Yahoo! or even the new kid on the block, Cuil, challenge Google?
  • - will comparison sites be used more and more to help us drill down on how products and services compare across the board, not only in terms of price but also consumers’ reviews?
  • - finally, one of our predictions: will local search dominate our thinking? (particularly that of mobile local search, which you can read all about here.)

For SMEs, it’s a fast paced environment to keep up-to-date with and will be even more so in the coming years as technology improves. It’s important to think ahead about how your consumers may be searching for you in the future, so take that time out now to consider how best to market your business.

 

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The history and future of search

Tuesday, August 5th, 2008

I came across a very interesting interview with Udi Manber, the Google vice president in charge of search quality, about how search has developed over the years.

It’s easy to forget that even five years ago, it wasn’t obvious to most people to turn to a search box on the internet to find what they are looking for. Now, search is the most natural starting point for so many of us.

For Udi, it was all very obvious;

“It was very clear that to have an information revolution, it’s not enough to store the information and move it around, you have to find it.”

And what’s more,

“We are finding that user expectations grow. The kind of searches people do now are more complicated than the kinds they were doing five years ago. People expect a lot more from us.”

So, what are the predictions about the future?

For Udi, its universal search that is “more in-depth, easier, and allowing you to control more of what you’re looking for, giving you more input, finding more things”.

For us, we think local search will continue to develop and in our eyes, the shift to mobile devices will change and shape user experiences the most. The biggest challenge will be keeping up with these expectations.

You can read Udi’s interview here

 

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Yahoo!Local on Mobile

Thursday, July 24th, 2008

Yet again, the predicted power of mobile local search has been highlighted, this time by Frazier Miller, general manager of Yahoo!Local.

Not only has he predicted that by 2010, mobile phone are expected to outnumber PCs by three to one, he also believes mobile users will be demanding local information the most.

This means:

“We have a perfect storm brewing between user demand, advertising desire for targeting and mobile evolution that’s going to make this an incredibly rich arena for the next few years.”

You can read more about the growth of mobile local search here.

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Local Search on Your Mobile

Tuesday, May 27th, 2008

With predictions that almost 30% of the global mobile users will be using local mobile search services by 2013, Windsor Holden, principle analyst with Juniper, has summed it up perfectly:

The beauty of the mobile is that people have the handset with them all the time. From a local search perspective, that is almost a gold-mine.

Gone are the days when you have to be stuck at desk at home or work to be looking for local services and businesses on the internet, so it comes as no surprise that more and more people are relying on their mobiles to find local information.

So what are the next steps?

It will be interesting to see how many businesses target their advertising and optimise their websites for mobiles. If it’s true that response rates to advertising supporting mobile local search will be significantly higher than on general mobile web search, such forward thinking businesses will find they could gain a considerable head start on their competitors.

Yet the report is tinged with caution.

Despite predictions that local search is expected to account for 43% of mobile search advertising revenues between 2008 and 2013, the report refers to advertising overload and that;

In the end it will be the quality of the user experience that will be of paramount importance.

This could be the biggest stumbling block of any progress. Mobile handsets are not ideal devices for local search and attempts to format web for mobile phones are not yet up to scratch. Connections are poor, downloads are slow and with the information rarely presented in a mobile friendly format, “user experience” could hit an all time low. Hardly a glowing reference is it?

Don’t get me wrong, local mobile search is undoubtedly one to keep an eye out for in the future and with the strength of the content of locally based directories being tipped as the key to success, we’re well prepared for the challenge already. I just wonder how long users’ patience will last until technology catches up with the latest demands.

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