Transferring The Internet Search Model to Mobile
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Transferring The Internet Search Model to Mobile

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How does the mobile Internet search market compare to regular Internet search?

How does the mobile Internet search market compare to regular Internet search?

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Transferring The Internet Search Model to Mobile Presentation Transcript

  • 1. 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
  • 2. 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
  • 3. Contents
    • How does the popularity of mobile search advertising compare to that of the Internet at a similar stage?
    • Pay-per-click versus pay-per-call: what are the pros and cons?
    • Exploiting the mobile’s inherent characteristics: is there a future for voice-recognition search?
    • 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. However, interestingly enough… © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  • 10. How Mobile Search Compares © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing 90% Growth 4827% Growth
  • 11. 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
  • 12. 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
  • 13. Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing