Playable Mobile Ads: The Future of Online Marketing?
Oneupweb has just released a white paper on the future of mobile search. "Mobile Search and Its Implications for Search Marketing" is the first detailed report on this exploding marketing channel--it's challenges, limitations and opportunities.
Oneupweb sees substantial and immediate opportunities in mobile search. The following bulleted highlights show our readers how to best take advantage of the growing potential in mobile search.
The "mobile web" requires websites to be written in either WML or XHTML.
SEO / SEM methods should address mobile search's unique time and space challenges. That means short search terms, short title tags, concise, relevant copy and more.
The vast majority of current-day mobile searchers fall within the 12-24-year-old range. Increasingly, however, executives and managers are using mobile search; they are the next wave of marketing opportunity.
Two major factions exist in mobile search: "The Need-It-Now Shoppers" and "The Killing-Time Shoppers." Each requires targeted marketing efforts.
In short, mobility is changing what it means to "search the web."
Search’s Changing Landscape with Playable Mobile Ads
Cell phones, PDA’s and other mobile devices now allow users to gain internet access nearly everywhere. That means you can read the news, check your email or research vacation destinations while walking down the street, while sipping coffee at a café or sitting at airports. There is no longer a "logging off" period where users must forgo internet access.
This "total connectivity" represents the most dramatic shift in information accessibility since the mainstream adoption of the internet via desktop computers at home and at work back in the 1990s. Anticipating the gravity of this shift, Oneupweb, a search engine optimization and marketing firm, just released a first-of-its-kind white paper analyzing the emerging mobile search marketplace.
"Mobile Search and Its Implications for Search Marketing" finds that mobile users are, in great numbers, turning to their portable devices to find web content, products and services. In doing so, two issues become pressing for online marketers: understanding this new technology and understanding this new behavior.
New Technology
According to research cited in the white paper, by 2005, about 200 million cell phones will be in use in the U.S., with the majority of these phones having web capabilities. The mobile web is not, however, just the internet on a smaller screen. Technically, it requires rebuilding websites so they are accessible by mobile browsers, specifically Wireless Application Protocol (WAP). WAP is separate and distinct from the Hyper-Text Protocol (HTTP) that desktop computers use to access Hyper-Text Markup Language (HTML) pages. WAP browsers can only access pages written in eXtensible Hyper-Text Markup (xHTML) or Wireless Markup Language (WML). Therefore, the "mobile web" is the universe of content written in XHTML or WML.
Search engine optimization (SEO) and marketing (SEM) for the mobile web should closely follow the rebuilding of websites. Mobile SEO / SEM approaches are similar to the conventional web. However, there are some unique challenges. Oneupweb found that, given the "on-the-go" nature of mobile search, online marketers should keep content short, relevant and accurate. That means short search terms, landing pages with easy-scroll choices, brief title tags and more.
New Behavior
Understanding the audience (or "search behavior"--broadly defined here as how internet users search via search engines like Google, Yahoo! and MSN) is the goal of everyone involved in the search industry, from the engines themselves to online marketers and SEO / SEM firms. What drives searchers to act is as complex and unruly as human nature itself. However, certain unique mobile search behavioral trends are already beginning to emerge.
The Five W’s of Mobile Search
WHO
For a variety of reasons, early adopters of new technology are almost always the young and hip. Right now, by far the biggest audience using mobile search is the 12-24-year-old age group. As opposed to their older and more diverse desktop counterparts, this group is obsessed by "infotainment": fashion, sporting goods, music, movies, computer games, ringtones, etc. That means popular culture rules on modern day mobile devices. Here’s the (literal) million dollar question: For how long? As mobile search becomes as common as desktop search, the demographics will, no doubt, be similar to current day desktop search, opening new opportunities for marketers. Executives and managers are already flooding into the marketplace (with BlackBerries in hand). Oneupweb predicts this audience will soon heavily influence the market.
WHAT
Mobile technology allows for immediate decision making "on the fly." Whereas desktop users search the web to make plans, mobile users search to make immediate decisions--directions, store locations, emergency assistance, etc. They are not interested in extraneous details. They want clean design and clear copy--usability is king. This is partially due to the environment in which they are searching (multitasking in meetings, in airports, etc.) and also due to the physical limitations of the mobile devices themselves (small screens, buttons, etc.).
WHERE
Unlike desktop search, mobile searchers can access the internet practically everywhere. As a result, mobile users’ attentions are more likely to be fractured by outside environmental factors--from blaring horns to overheard conversations--making concentrating on detailed web content more difficult.
WHY
Oneupweb has coined the terms Need-it-Now-Shoppers and Killing-Time Shoppers to describe the two main frames of mind mobile searchers have when using their portable devices to browse the web. Need-it-now shoppers are searching for such items as: where to pick up a bottle of wine on the way to a dinner party or where to take the team out for pizza after an away game. Killing-time shoppers are more interested in research and passing time.
WHEN
Mobile searchers can access the internet all the time. Twenty-four hour availability means these users have access to web content exactly when they need it. This not only means increased productivity, it means a much larger window of opportunity for marketers trying to reach them.
New Opportunities
In a Darwinian sense, mobile searchers are the next step in the search evolution, adapting their behaviors to respond to and benefit from the new mobile environment. For online marketers, understanding these behavioral changes is the first step in connecting with this emerging audience. As technology pushes the boundaries of what it means to communicate in the 21st Century, there’s no telling how long mobile searchers will continue to behave in the manner indicated above. But one thing is for certain: The time to reach out to them is now. Technology will continue to change as well, helping to overcome the physical limitations of mobile search with better graphics, larger screens and voice-activated search.
Three Steps to Mobile Search Success
Step One
Know the facts: the technology, the demographics, the behavior, the trends. Stay with OneUpNews for further insight and breaking developments.
Step Two
Build your website in either WML or xHTML so they can be read and indexed by the "mobile web" (WAP). This should by accomplished no later than 2007, depending on your brand’s products and services, your target demographics, and budget considerations.
Step Three
Invest in an SEO / SEM firm that understands mobile technology and how to reach its growing audience. Successful marketing in mobile search, like conventional desktop search, requires a full range of approaches, from natural optimization, paid search marketing, search behavior research and analytics--all integrated with traditional marketing methods.
Web : https://smartgameads.com/
Social links :
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https://telegra.ph/Why-mobile-advertising-is-growing-so-rapidly-02-22
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https://www.blogger.com/blog/post/edit/1647523768180358002/17360067471959793
Public Last updated: 2022-02-23 04:39:28 AM
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