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BizReport : Search Marketing : August 03, 2010

Hey marketers, consumers are moving to mobile, are you?

If you've been toying with the idea of moving some of your local search budget to mobile then perhaps the findings of recent research by comScore, for the Yellow Pages Association, will help make up your mind.

by Helen Leggatt

Over 17.3 million mobile subscribers accessed business directories from their devices during March of this year, found comScore. That figure represents 14% YoY growth.

Impressed? There's more.

The number of people accessing business directories at least once a week from their mobile devices also rose - up 16% YoY.

Meanwhile, searches from computers were up only 4%, however it should be remembered that more than 444 million people continue to use home computers to conduct business directory searches.

The significant rises in mobile business directory use are, no doubt, being fuelled by developments in mobile technology and an increase in use of the mobile Internet.

Marketers that are not already dipping their toes into the mobile marketing scene could find themselves left behind as others develop mobile websites and hook up with mobile users via geo-location services and ads.

A recent study from Forrester, produced in partnership with, found 74% of online retailers have, or are developing, a mobile marketing strategy. In fact, 20% reported already having fully implemented a mobile marketing strategy.

The comScore/Yellow Pages Association research also discovered that consumers accessing business directories via mobile are particularly attractive to businesses because:

- 58% are 34 or younger.

- Over half have a household income in excess of $75,000.

- They are three and half times more likely than the average mobile media user to access women's magazine content, health information, real estate listings, and job listings via their mobile devices.

Google and Yahoo are the main drivers of traffic to local business directories and, as these search giants see the market take-off, they are developing tools to make it easier for consumers to find local businesses via mobile.

"Whether it is on a personal computer or a mobile device, consumers have more media choices than ever to find a product or service when they are ready to buy," said Neg Norton, president of the Yellow Pages Association.

"Advertisers should be considering a multiplatform approach that combines a print, online and mobile strategy designed with their target consumer in mind."

Tags: business directory, local business, local search, mobile marketing, mobile search, search marketing

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  • While this article makes great points about creating your mobile campaign. We well rounded campaign uses SMS as a base structure for mobile apps, bar codes, search result ads etc. Over 80% of all apps that are downloaded are used only once. SMS is built into 99% of all phones on the US market.

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  • Mobile promotion is most simplistic with SMS marketing. Yes mobile is increasing in popularity and multimedia, but at the core remains mobile marketing via SMS. This is where marketers along with product and service providers can benefit most.

  • The key to success with mobile is providing choices. Choices are sometimes in the form of options to find products and services and other times in the form of promotion. The more products are promoted to a consumer, the more choices that consumer ultimately has. Multiple platforms, especially mobile, allow for the customer to not only make choices, but receive information about products to increase the choices they have.

  • The most reason while consumers are now shifting to mobile is because the potential of mobile industry to make life better are not detected until now. Smart marketers realized this for long. Mobile monopoly marketing news says more about this at http://mobilemonopolymarket...



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