Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Mobile Marketing : June 27, 2007
Is search the mobile ad answer?
Search is a huge part of the mobile Internet, but for search to impact the overall mobile ad spend users must first catch up with the technology.
According to a recent Ingenio survey, conducted by Harris Interactive, nearly 85% of consumers currently have a mobile phone but only about 30% recall seeing any type of ad on the phone in the past year. What that suggests is that mobile marketers aren't as far ahead of the curve as they think.
What is surprising is that the mobile users surveyed seemed open to the concept of mobile ads as long as the ads were personalized to their habits. Most prefer text links resulting from search queries (26%), audio ads that play rather than a ring while users are waiting for a call to be answered (21%) and simple text messages (20%).
Marc Barach, chief marketing officer at Ingenio said, "If marketers create those kinds of messages, then an ad won't be perceived as intrusive. That's why paid search drives the largest share of advertising revenue on the Web, and I think the same relationship will hold true in the mobile world."
The survey also found that consumers turn to search portals like Yahoo and Google to find specific information - restaurant locations, store phone numbers or movie times and listings. Therefore, paid search campaigns for mobile platforms are a good investment for online marketers. A paid search campaign for a restaurant, retail store or entertainment center placed on the mobile web will likely reach users to want that information immediately.
Subscribe to BizReport
Latest Headlines
- Keynote Systems: Mobile websites need improvement
- More ad opportunities via Google
- Yahoo Web Analytics tool launched
- IAB: Online ad spend up 15% so far
- Report: Local search, mobile search important to consumers
- Federated Media launches overhauled self-serve ad platform
- ZenithOptimedia revises global ad spend down... again
- Engaged online video viewers not averse to advertising
Featured White Papers:
12 SEO Campaign Killers
Learn what not to do when launching a Search Engine Optimization (SEO) campaign to attract more visitors, leads and sales. >>
Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:
Featured Research
- NEW! B-to-B Lead Generation Handbook
Special $200.00 discount for BizReport readers only!
Improve your results and the quality of your leads - download the full report right now.
Comments
Therefore, paid search campaigns for mobile platforms are a good investment for online marketers. A paid search campaign for a restaurant, retail store or entertainment center placed on the mobile web will likely reach users to want that information immediately. What if the restaurant wanted to modify their mobile campaign when ever they wanted, offer mobile coupons, let the mobile user locate them, interact for a give away, and can be directed in one click from the logo, keyword, slogan, etc. direct to their mobile web site? Permission based platform. What good will the mobile search engines Yahoo, Google, and Microsoft Live Search do for the mobile user then when they have 6 clicks and waste their mobile web minutes. Go for out of the box. Just qode it.
Posted by: Swampthing on June 27, 2007 05:37