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BizReport : Mobile Marketing : April 19, 2007

TellMe will influence mobile search

Mobile marketers may have a new friend in the search wars. With Microsoft's purchase of TellMe, the company has another free local business search engine, this one with voice capabilities.

by Kristina Knight

Mobile users can utilize the search function in three ways: first, by speaking their search request; second, by calling an 800 number for information; third by text messaging their search request.

The voice-activated search has the most potential for mobile users and mobile advertisers. Users on the platform simply say what they need to find from local florists to driving directions or maps and the information is given through the phone. The results are shown on the mobile screen and include links to maps.

"Web searches are often for browsing, but phone searches are about completing tasks and quickly finding what you want, connecting to it, and completing a transaction, whether it's ordering a pizza, buying flowers, or purchasing a movie ticket," said CEO Mike McCue (via Information Week).

For mobile marketers, this new system is a chance to get information to users more quickly. Marketers can include coupons or coupon codes along with driving directions and store information, making their businesses more valuable to users. Several studies have found that mobile searches actually result in more sales because users on mobile devices are searching for something specific that they want at that moment, not for a future purchase.

Tags: mobile advertising, mobile marketing, mobile search

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