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BizReport : Search Marketing : November 14, 2006

Mobiles to Influence Local Search?

According to a panel of marketing executives, the number of Internet able mobile phones will lead to a boom in local search marketing sooner rather than later. At MediaPost’s Search Insider Summit Monday, the execs indicated that more people will begin using mobiles to perform searches for the nearest big-box store.

by Kristina Knight

One example of the way local search can best be used is with short codes. Say a user sees a television ad for a big box store. They would use their mobile phone to perform a local search to find the nearest location; marketers could include a short code for discounts either in the original ad or provide it with local search results.

“People don’t just convert online—they go to stores,” said Scott DeLea, seniors vice president and general manager of DigitalGrit (via MediaPost). “Local retail business is not based on click-throughs, but if you can combine mobile search with 1-800 tracking, or if you’re driving people to profile pages or coupons, then you can start tracking it.”

The key will be getting more small businesses to take advantage of local search opportunities. More people are shopping and buying online, but many are using the Internet simply to research products, comparison shop and then buying in brick-and-mortar stores. By advertising with local search, brick-and-mortar retailers can take advantage of the growing online marketplace while also serving traditional customers.

Tags: local search, mobile ads, mobile marketing, mobile search, mobile text messaging, online marketing

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