What’s Next in Mobile? SEMPO President Responds

I recently had the opportunity to interview Sara Holoubek, Consultant, Columnist & SEMPO President regarding what’s next in the mobile space. Here is the interview transcript below:

What mobile channels are available to search marketers and which show the most promise?

The primary means of reaching the mobile search audience are a) on-deck search within a carrier’s content portal, b) off-deck search on any major engine as accessible through a mobile device, c) mobile advertising, which includes text-based paid search ads, display, site sponsorship and interstitials, and d) mobile applications.

While smartphones only make up 15% all mobile users in the USA, they account for 50% of all mobile Web traffic. As such, we expect to see a greater number of natural searches occur from the mobile device.

What are the prospects for search, particularly local search, on mobile devices, and how is the landscape changing?

It comes as no surprise that local searches frequently occur from a mobile device. To some extent, the handset, software and search engine technology always trails real consumer behavior. In the near future, we expect to see an increase in  offers based on one’s geo-location. The arrival of GPS-enabled browsers now allow for specific, in market opportunities to be presented though natural search, advertising or an application.

A second technology that will radically change search will be improvements in voice recognition. There’s a reason the iPhone doesn’t  have a physical keyboard.

What steps can marketers take to effectively target and reach consumers using mobile?

The first step is to understand your audience. With over 5,000 mobile devices in circulation around the globe, one size does not fit all. What type of device are they using? Are they heavy mobile surfers? or do they prefer texting? These behavior cues provide good guidance as to the tactics to employ, be it mobile content, advertising or developing an application.

Jordan Kasteler

Jordan Kasteler

Director of SEO at MWI
Director of SEO at MWI. Author of A to Z: Social Media Marketing. International conference speaker. Industry columnist. Involved with SEO since 2001. Former Online Marketing Strategist for People for the Ethical Treatment of Animals (PETA) and Senior SEO at Overstock.com. Co-Founder of BlueGlass and Search & Social.
Jordan Kasteler

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4 thoughts on “What’s Next in Mobile? SEMPO President Responds

  1. ‘With over 5,000 mobile devices in circulation around the globe, one size does not fit all.’
    I disagree – forget the 4,999 and concentrate on the iPhone!

  2. The opportunities available in the mobile commerce space are similar to ecommerce back before the turn of the century. Those that embrace it today will be rewarded over the next few years. It’ wide open and growing like wildfire.

  3. Quote “concentrate on the iPhone!”

    Yeah – let’s ignore Nokia’s 60% market share. Nice move!