Newsstand

June 21, 2011
IS MOBILE SEARCH MARKETING DIFFERENT? [DMA11]

Now that we’re finally beginning to realize the rapid growth potential for mobile marketing, we’re suddenly being confronted with the need to develop different strategies for it. We’ve already discovered that web sites need to be optimized for mobile viewing, but is it time to start developing separate search marketing strategies for mobile as well?

When consumers are using mobile search, it appears they are more likely to have an immediate action or immediate need in mind. Click-through rates on mobile searches are significantly higher than those for desktop searches. Mobile search queries tend to be shorter and more direct, so keywords need to be developed that match these phrases. This is so different from desktop search that Google even has a mobile keyword selection tool. We also need to take into consideration that mobile searchers may be searching on the run and will want faster results and information. They might not be as inclined as a desktop user to sit and click around a web site. Copy should be tighter to lead to a more immediate call to action.

Over 10,000 attendees will discover the latest in mobile advertising and direct marketing at this year’s DMA2011 Conference & Exhibition, Oct 1-6 in Boston. Mobile search marketing is a new animal in the direct marketing jungle. Industry professionals can get armed with the latest marketing tools to bring down the really big game at the DMA’s intensive post-conference certification on Mobile Marketing.

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