Perhaps this doesn't sound like a headline that belongs in Search Engine Guide, but trust me, it is. I was at the Brandhackers Meetup Monday night in New York City on a panel focusing on what marketers need to know about mobile marketing. But what struck me is how much the audience needed to hear the most important idea about mobile marketing, which is that you don't do it in isolation. Your mobile marketing must be
integrated with everything else you do for maximum effect, and I shared my opinion on what for most companies is the most effective mobile marketing tactic--search.
In the U.S., the latest stats I see are that les than half of all phones are smartphones, so they still have clunky browsers and no apps. Even for smartphone users enjoying those capabilities, they still conduct an inordinate number of searches, compared to everything else they do.
Why? In part it is the form factor. Search is something that works well on a small screen, much better than clicking links on Web pages. And it works on most phones, not just the smart ones.
Image via Wikipedia
What's more, local search is probably the most important mobile app. It works not only on phones but on the computers that people are using before they become mobile. Now some mobile marketing is advertising from big brands that don't care a whit about local, but if you are a company trying to drive people to your physical location, your mobile strategy should begin with your Google Place page. If you haven't claimed it, you don't know what is being shown about you. It is not as unusual as you think to have incorrect phone numbers or even addresses.
Fancy phone apps and mobile advertising are excellent tactics in some situations, but many companies that I see asking what they should do about mobile haven't really done what they can about search yet. If that's you, then you need to start with search before you get fancy.
Mike is an expert in search marketing, search technology, social media, publishing, Web personalization, and Web metrics, who regularly makes speaking appearances.
Mike's previous appearances include RKG Summit, Ticket Summit, Webdagene, the CiTE conference, and the Forrester Marketing Conference.
Mike also founded and writes for the Biznology newsletter and blog, is the co-author of the best-selling Search Engine Marketing, Inc., and sole author of Do It Wrong Quickly, named by the Miami Herlad as one of the 11 best business books of 2007.
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