WAP (Wireless Application Protocol) - is an open international standard for applications that use wireless communication. WAP sites are websites written in, or dynamically converted to, WML (Wireless Markup Language) and accessed via the WAP browser. -Wikipedia, April 2008 Mobile phone screens have increased in size and performance but traditional websites are designed for desktop screens and computers with faster processors and higher ram Decreased load time Most images on traditional websites have been optimized for broadband speeds. Smartphone web speeds have increased to broadband speeds but the majority of phones in users hands are standard phones with limited speeds. WAP sites allow the ability to present users with only what they need so pages can load faster. Ability to advertise on all mobile platforms For example, if Google Mobile cannot convert a site into WML it will not display its PPC ads. Jumptap (mobile search and display network) will not allow a site to advertise on their network without a WAP site.
US Mobile Advertising Spend 2007: $34.5MM 2012: $1484.2MM (est.)* 4200% growth over five years There is currently a gap between the amount of mobile users and advertisers. Enter the mobile arena now to understand how users react to your brand when presented to them on their mobile device. This can give your brand a heads up on the competition when the market becomes saturated.
Tactical Search: Local & Mobile Search Dana Todd , CMO, Newsforce (Moderator) Zach Anderson , VP Marketing, TicketCity Sean X. Cummings , Director Marketing, Ask.com Erika Moersch , Manager Paid Search, Outrider Ian White , CEO, Urban Mapping
Have content and campaigns targeted to the various parts of "the funnel.”
Consumers search on category/brand terms. These are ultimately local searches because they buy offline. Consumers do research and then buy in stores. Lead them from the category or brand-level search to where they can buy.
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