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Mobile Search Marketing
Posted By Mary Hayes On March 14, 2011 @ 9:12 am In Featured,Mobile,SEM | 7 Comments
The Search world is abuzz with talk about Mobile. And it’s no wonder, as people are increasingly shifting away from their PCs and growing more and more attached to their mobile devices.
According to AdAge Global , mobile phones are “poised to become the most ubiquitous media device in history.” They also report that worldwide, Mobile usage far outweighs that of the PC, citing that, “PC vs. mobile penetration rates for China are (20% vs. 57%); India (4% vs. 41%); Brazil (32% vs. 86%); and Indonesia (5% vs. 66%).” What’s more, according to a recent report by Forrester Research, “… marketing spent on mobile display ads and search will surpass $1 billion in 2011.”
So if you haven’t already, now is the time to jump on the Mobile bandwagon. But experts urge that companies do so intelligently. Marketers should be aware of the fundamental differences between PC and Mobile Device users when crafting their strategies. Below are some useful tips presented during the 2011 Online Marketing Summit (OMS) in San Diego earlier this month. Michael Martin, Owner of Mobile Martin, and Keith Posehn, President of Zorz LLC, discussed what it takes to have a “Smart Mobile Marketing” strategy:
Posehn described how an online travel company implemented this strategy and reaped huge rewards. During a major snow storm last year, hundreds of travelers were stranded in airports throughout the Midwest. Aware that people would be tired, cold and cranky (Mood), the company recognized that many of these travellers would be overwhelmed at the prospect of having to find hotel in town. So they created an ad specifically targeted to travelers stuck in major Midwest airports (Context), geo-targeted them accordingly (Location), and offered a quick and simple remedy—warm and cozy hotel rooms at a discounted rate (Action). Through the use of their travel application, travelers could located and book a hotel reservation in far less time than it would take to search “hotels” in Google, and find the ones with vacancies at a price they could afford.
To learn more about Mobile Paid Search and how to integrate it into your existing paid search strategy, sign up for The Search Agency’s webinar  on Mobile Paid Search on March 30, 2011 at 12 PM CDT.
Together with the American Marketing Association and Google, we will discuss the promise of Mobile Paid Search as a way for online marketers to more efficiently reach target their audiences and improve ROI. The Search Agency’s Mike Solomon and Google’s Anjali Vaidya will also introduce important best practices for marketers looking to launch or optimize their mobile paid search campaigns. Sign up today! 
Article printed from The Search Agents: http://www.thesearchagents.com
URL to article: http://www.thesearchagents.com/2011/03/mobile-search-marketing/
URLs in this post:
 AdAge Global: http://adage.com/article/global-news/10-trends-shaping-global-media-consumption/147470/
 webinar: https://cc.readytalk.com/cc/schedule/display.do?udc=1hh9fhsdutpa
 How to: Setting Up a Mobile Paid Search Campaign: http://www.thesearchagents.com/2011/05/how-to-setting-up-a-mobile-paid-search-campaign/
 Why Mobile Site Optimization Matters- 6 Best Practices for Mobile Design: http://www.thesearchagents.com/2011/11/why-mobile-site-optimization-matters-6-best-practices-for-mobile-design/
 New White Paper on Holiday Marketing Strategy for Online Retailers: http://www.thesearchagents.com/2011/11/new-white-paper-on-holiday-marketing-strategy-for-online-retailers/
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