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

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