With mobile devices becoming more ubiquitous by the minute, mobile search is playing an increasingly key role throughout the consumer decision journey — for all kinds of purchases, not just last-minute, low-consideration or low-value items. Here are nine things you need to know about mobile search to help you plan a rock-solid mobile campaign. 1. Mobile Search Plays A Key Role Throughout The Consumer Decision Journey Microsoft Research and IPSOS conducted in-depth research with mobile consumers around the world to understand how the broad adoption of smartphones and other mobile devices was influencing the consumer’s path to purchase. What we found was that consumers rely on their mobile devices throughout — from the initial stages all the way through the shopping, purchasing and sharing process. Even so, consumers are still much more likely to convert, either on their desktops or in-store, using their mobile devices for “upper-funnel” research. To better … [Read more...] about 9 Facts To Improve Your Mobile Search Performance
We’re at a turning point in mobile paid search. The fact is, most paid search practitioners were trained in a desktop-first world, but many are now spending nearly half (or more) of their budgets on mobile search. As it often does, consumer behavior has outpaced marketer reaction, so we’re left with a situation in which yesterday’s thinking is largely being applied to today’s challenges. Mobile is the biggest change in paid search since its inception, and thus we have to push the discussion forward in order to truly unlock the potential of this channel. Those who are quick to adapt and evolve will reap the benefits in this “bubble” until the rest of us catch up. But what will the next evolution of mobile paid search marketing look like? Once thing we know is that very soon, nearly every search user will also be a mobile search user. As we look to relevant examples of how other digital channels have evolved — including the early days of SEM, … [Read more...] about Are You Ready For Mobile Paid Search v2.0?
Yahoo has unveiled a new mobile search experience today with richer content that aims — and this will remind you of Bing’s messaging — to help users “take action right away.” It’s an important update for Yahoo, with mobile search activity continuing to grow. (Remember Google’s recent announcement that there are more mobile searches than desktop searches in the U.S. and at least nine other countries.) In today’s announcement, Yahoo’s Andrew Poon says the idea behind the new search results is to go beyond a list of links to an experience “that connects you immediately to the people, places and things you care about.” We know when you’re on the go, you’re often searching for a specific piece of information. So rather than delivering endless links for you to sift through on a small screen, we beautifully assemble the most relevant information in a way that allows you to take action right away. The new mobile … [Read more...] about Yahoo’s New Mobile Browser Search Results Are Better Than Its App
Conversational search on Google’s mobile apps got an upgrade today, as the company announced a few new voice commands that are specific to travel planning. Basically, the app is smarter about knowing where you are (at a hotel, for example), letting you complete actions by voice (i.e., making reservations via OpenTable), getting directions as part of the ongoing conversation you’re having with the app and getting reminders. Here’s how Google’s blog post explains the new features: Step 1 — Find a spot for dinner. Just say, “Ok Google, show me restaurants near my hotel” — et voilà, you’ll get a selection to choose from. (You don’t even need to remember your hotel name, as long as your hotel reservation is saved in your Gmail, so Google has something to work with.) Is your date dessert crazy? Quickly make sure the restaurant has a good selection by just asking “Ok Google, show me the menu for the first one.” … [Read more...] about Google Upgrades Conversational Search On Its Mobile Apps
Last week TechCrunch profiled a “stealth” startup called Relcy, which is seeking to build a “native” search engine for mobile. The post mentions the company has raised $9 million in funding so far. In an interview with the site, founder Rohit Satapathy says his company is developing a “PageRank” style approach to mobile search but fully indexing in-app content. Apparently it goes beyond app-based content and will also provide additional relevant results from a knowledge-graph style index of “entities.” Satapathy told the TechCrunch writer that Relcy will offer a mobile search experience “that is a significant upgrade to anything on the market today.” The thought (or conceit) appears to be: just as Google was a relatively late search entrant and went on to “solve” search on the PC, Relcy can do this same thing in mobile and app search by designing the experience for mobile devices “from the ground up.” … [Read more...] about It Will Take “Act Of God” For Relcy To Win In Mobile Search