Optimizing for Mobile White Paper - SEMPO
| Manoj Jasra - Friday, September 11, 2009 0 Comments |
Mobile may be the next hot thing, but how as a search marketing professional, do you fully realize the potential of this healthy, growing market? SEMPO, (Search Engine Marketing Professional Organization), recently looked at the mobile market subject and is publishing a “Point of View” (P.O.V.) paper, examining the interrelationship of mobile and search.
The complete mobile paper, authored by SEMPO’s Emerging Technologies Committee, is available at http://www.sempo.org/learning_center/editorials/sempo_etc_mobile_pov_09-01-09.pdf. Earlier this year SEMPO published its first P.O.V. paper, on social media, accessible at http://www.sempo.org/learning_center/editorials/sempo_social_media.pdf.
Based on research from a number of sources, here are some of the topline data points for consideration in looking at the growing mobile market:
The complete mobile paper, authored by SEMPO’s Emerging Technologies Committee, is available at http://www.sempo.org/learning_center/editorials/sempo_etc_mobile_pov_09-01-09.pdf. Earlier this year SEMPO published its first P.O.V. paper, on social media, accessible at http://www.sempo.org/learning_center/editorials/sempo_social_media.pdf.
Based on research from a number of sources, here are some of the topline data points for consideration in looking at the growing mobile market:
- 64 million U.S. wireless subscribers surfed the mobile Internet in May 2009, compared to 36 million in January 2008.
- PricewaterhouseCoopers’ “Global Entertainment and Media Outlook, 2009-2013” predicts that global mobile advertising spending will rise from $3.8 billion in 2008 to $9.2 billion in 2013.
- The U.S. will account for approximately one-third of this spending, making it the largest single-country market for mobile advertising, followed by Japan, with the total EMEA region roughly analogous in size to the US.
- iPhone and iPod Touch own 60% of the current market.
- Mobile networks are reporting click-through rates of anywhere from 5% to 15% on campaigns, putting the desktop Web’s average of 2% to shame.
Optimizing Mobile
Mobile is a compelling market force but search marketers have some challenges ahead, according to SEMPO. Disparate hardware and software platforms, competing applications and rival search engines make the mobile Web ecosystem more complex than the desktop environment. SEMPO suggests marketers implement these steps in order to achieve better visibility, more accurate targeting and more successful conversions.
Mobile is a compelling market force but search marketers have some challenges ahead, according to SEMPO. Disparate hardware and software platforms, competing applications and rival search engines make the mobile Web ecosystem more complex than the desktop environment. SEMPO suggests marketers implement these steps in order to achieve better visibility, more accurate targeting and more successful conversions.
- Create usable content designed around the specific wants, needs, and usage patterns of mobile consumers.
- Redirect users to that content via SEO and paid search efforts calibrated to the smaller screen real estate available on mobile devices.
- Location, location, location: remember that mobile is about location, specifically where the mobile user is at any given moment. Take into account the specific behaviors and needs that accompany on-the-go Internet access when crafting advertising messages.
- Brands that value their site stickiness and hard-earned search equity should create versions of their desktop Web content synthesized specifically for the wants and needs of the mobile user.
- Marketers need to segment the market by demographics and mobile device traffic. Mobile is not a one-size-fits-all proposition.
Labels: Mobile Marketing, sempo
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