Transferring The Internet Search Model to Mobile By Farhad Divecha AccuraCast © 2008 AccuraCast Limited – Search  Engine  ...
Introduction <ul><li>Name: Farhad Divecha </li></ul><ul><li>Age: 31 </li></ul><ul><li>Position: Director </li></ul><ul><li...
Contents <ul><li>How does the popularity of mobile search advertising compare to that of the Internet at a similar stage? ...
Mobile Search Is Special <ul><li>Personalisation </li></ul><ul><ul><li>Always on your person </li></ul></ul><ul><li>Locali...
PPC v. PPPc <ul><li>Requires website </li></ul><ul><li>2 steps to conversion </li></ul><ul><li>Consumers used to clicking ...
Voice-Recognition Search <ul><li>Convenience in theory </li></ul><ul><li>Few issues to realise perfectly </li></ul><ul><ul...
WAP Sites Or True Internet <ul><li>What do consumers expect? </li></ul><ul><ul><li>High quality search results </li></ul><...
Where Is Mobile Search Today? <ul><li>Nielsen Mobile: Q1 08 – 13% </li></ul><ul><li>Mobile Data Association: Q1 08 – 27% <...
However, interestingly enough… © 2008 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobi...
How Mobile Search Compares © 2008 AccuraCast Limited – Search  Engine  Optimisation,  Paid  Search  Advertising , Mobile S...
Mobile Search Advertising <ul><li>Technology is almost in step </li></ul><ul><ul><li>Mobile text ads </li></ul></ul><ul><u...
Prognosis <ul><li>Tough economic times ahead </li></ul><ul><li>Internet search budgets being cut </li></ul><ul><li>Greater...
Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search  Engine  Optimi...
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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?

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Transferring The Internet Search Model to Mobile

  1. 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. 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. 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. 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. 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. 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. 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. 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. 9. However, interestingly enough… © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  10. 10. How Mobile Search Compares © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing 90% Growth 4827% Growth
  11. 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. 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. 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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