transferring the internet search model to mobile
DESCRIPTION
How does the mobile Internet search market compare to regular Internet search?TRANSCRIPT
Phone: 0800 019 6813www.accuracast.com
Transferring The Internet Search Model to Mobile
By
Farhad Divecha
AccuraCast
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Introduction
Name: Farhad Divecha Age: 31 Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile, Social Media Hobbies: Snowboarding, Googling
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Contents
1. How does the popularity of mobile search advertising compare to that of the Internet at a similar stage?
2. Pay-per-click versus pay-per-call: what are the pros and cons?
3. Exploiting the mobile’s inherent characteristics: is there a future for voice-recognition search?
4. Should the displayed search results be WAP sites or would this create a false mobile Internet?
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Mobile Search Is Special
Personalisation– Always on your person
Localisation– Knows where you & your friends are
Speed– Quicker to start than PC
Convenience– Voice-based device
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
PPC v. PPPc
Requires website 2 steps to
conversion Consumers used to
clicking Works for
information as well as products
No site required 1 step to conversion Works against
regular thinking Not really useful for
informational queries
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Voice-Recognition Search
Convenience in theory Few issues to realise perfectly
– Accents– Unusual terms– Phrases / sentence construction
Could eliminate tedium of query typing on handsets
Will it revolutionise anything?– No. It’s just a nice to have
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
WAP Sites Or True Internet
What do consumers expect?– High quality search results– Exact same / similar site functionality– Immediacy– Entertainment– Information
Can WAP sites measure up?
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Where Is Mobile Search Today?
Nielsen Mobile: Q1 08 – 13% Mobile Data Association: Q1 08 – 27% Same as Internet usage in 2000
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
However, interestingly enough…
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
How Mobile Search Compares
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
90% Growth
4827% Growth
Phone: 0800 019 6813www.accuracast.com
Mobile Search Advertising
Technology is almost in step– Mobile text ads– Mobile banner ads– Mobile video ads
Usage isn’t
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Prognosis
Tough economic times ahead Internet search budgets being cut Greater need for accountability Dire need for ROI Will 2008 be the year of mobile?
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing
Phone: 0800 019 6813www.accuracast.com
Any Questions?
Farhad DivechaDirector, AccuraCast
Phone: 0800 019 6813
© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing