Transferring The Internet Search Model to Mobile

Phone: 0800 019 6813www.accuracast.com

Transferring The Internet Search Model to Mobile

By

Farhad Divecha

AccuraCast

© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing


Introduction

Name: Farhad Divecha Age: 31 Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile, Social Media Hobbies: Snowboarding, Googling



Contents

1. How does the popularity of mobile search advertising compare to that of the Internet at a similar stage?

2. Pay-per-click versus pay-per-call: what are the pros and cons?

3. Exploiting the mobile’s inherent characteristics: is there a future for voice-recognition search?

4. Should the displayed search results be WAP sites or would this create a false mobile Internet?



Mobile Search Is Special

Personalisation– Always on your person

Localisation– Knows where you & your friends are

Speed– Quicker to start than PC

Convenience– Voice-based device



PPC v. PPPc

Requires website 2 steps to

conversion Consumers used to

clicking Works for

information as well as products

No site required 1 step to conversion Works against

regular thinking Not really useful for

informational queries



Voice-Recognition Search

Convenience in theory Few issues to realise perfectly

– Accents– Unusual terms– Phrases / sentence construction

Could eliminate tedium of query typing on handsets

Will it revolutionise anything?– No. It’s just a nice to have



WAP Sites Or True Internet

What do consumers expect?– High quality search results– Exact same / similar site functionality– Immediacy– Entertainment– Information

Can WAP sites measure up?



Where Is Mobile Search Today?

Nielsen Mobile: Q1 08 – 13% Mobile Data Association: Q1 08 – 27% Same as Internet usage in 2000



However, interestingly enough…



How Mobile Search Compares


90% Growth

4827% Growth


Mobile Search Advertising

Technology is almost in step– Mobile text ads– Mobile banner ads– Mobile video ads

Usage isn’t



Prognosis

Tough economic times ahead Internet search budgets being cut Greater need for accountability Dire need for ROI Will 2008 be the year of mobile?



Any Questions?

Farhad DivechaDirector, AccuraCast

Phone: 0800 019 6813


Business

Transferring The Internet Search Model to Mobile