However, as search is second only to email as the most popular smartphone task, there is certainly value in using mobile for customer acquisition and awareness.
The survey also asked respondents which mobile marketing tactics they use.
Reflecting the fact that social media is a hugely popular activity on smartphone, 66% of marketers said they invest in social mobile advertising.
Display was the second most popular activity (44%) followed by mobile web landing pages with promotions and location-targeted advertising (both 37%).
Interestingly, only 22% said they invest in mobile paid search, which suggests advertisers are missing the opportunity presented by this channel. We’ve seen numerous surveys which show that although mobile search spend is increasing rapidly, it’s still a relatively untapped area for marketers.
For example, data from Marin Software revealed that mobile devices accounted for 13% of search spend in June 2012, yet took a 20% share of clicks.
Forrester also asked respondents what KPIs they use to assess their mobile marketing initiatives.
The most common answer was web traffic and visitors (63%), followed by CTR (58%), brand awareness (54%) and revenue (44%).
The report takes this as further evidence that too many mobile advertisers are using desktop marketing tactics and haven’t yet adapted to the opportunities presented by mobile.
It recommends that marketers use mobile to deliver highly contextual, relevant information that directly engage individual consumers.
Google search results are like the old beat up recliner of the internet. Your butt’s always there, and if anything changes, you notice. Well, Google changed the way its search results look. It’s a relatively small change, but you’re going to notice.
The biggest difference is that the bar along the left hand side of your searches is gone. This is where you used to break your search down into News, or whatever else. That function is now at the top of your results, along with the also relocated Search Tools. Search Tools moving means you don’t have those two butt ugly calendars with custom dates in your line of sight, which is a plus. This change has been live a day or two, and should only be a negative if you’re running a ton of searches (it’s been killing me).
Google is also featuring information from Google’s Knowledge Graph for popular searches, like “barack obama”, “mitt romney”, and “presidential election”, for example. So! Google’s a little prettier, and it’s rearranged the furniture a bit. Seems like a nice, small change, right? [BuzzFeed]
For decades, visions of the future have played with the magical possibilities of computers: they’ll know where you are, what you want, and can access all the world’s information with a simple voice prompt. That vision hasn’t come to pass, yet, but features like Apple’s Siri and Google Now offer a keyhole peek into a near future reality where your phone is more “Personal Assistant” than “Bar bet settler.” The difference is that the former actually understands what you need while the latter is a blunt search instrument.
Google Now is one more baby step in that direction. Introduced this past June with Android 4.1 “Jelly Bean,” it’s designed to ambiently give you information you might need before you ask for it. To pull off that ambitious goal, Google takes advantage of multiple parts of the company: comprehensive search results, robust speech recognition, and most of all Google’s surprisingly deep understanding of who you are and what you want to know.
Google has started testing a same-day delivery shopping service in San Francisco, according to the New York Times.
This could be huge for Google’s mobile consumer intent targeting strategy (dominated by search, currently).
The move puts Google in direct competition with Amazon, which has a more prominent reputation among consumers for online shopping.
Put same day delivery in context with Google Maps, which increasingly feature Google’s Zagat shopping results … and you can see how mobile same-day shopping might suddenly become a thing for Google — and the advertisers who want to promote products in that space.
Disclosure: The author owns Google stock.
US Google Product Listing Ads (PLAs) outperform text search ads in click-through rates by 47%, in conversion rates by 38%, and in return on ad spend (ROAS) by 25%, according to [download page] an October 2012 report from Kenshoo covering Q3 activity. The average ROAS among the select merchants examined was $3.96 from PLAs versus [...]
Foursquare just launched a redesigned desktop interface that everyone, not just members, can use for local listings and business recommendations. The company has been on this trajectory for awhile now, especially with the latest Explore map that provides a more tailored search experience for logged-in users. This is all in line with co-founder and CEO Dennis Crowley’s promise that Foursquare is more than just a simple social service; that it serves as a discovery and recommendation engine much like Yelp or Google. Leveraging over 3 billion check-ins and 30 million tips from its community of nearly 25 million members, the New York-based firm is confident it can offer reliable recommendations to the general public. It’s still beneficial to join up — you get personalized filters and access to that handy mobile app — but it’s no longer necessary if you just want know where to get a quick sushi fix.
Filed under: Internet
Foursquare launches local search for all, goes after the likes of Yelp and Google originally appeared on Engadget on Tue, 16 Oct 2012 06:31:00 EDT. Please see our terms for use of feeds.
Pound the alarm!
In September, Yahoo’s search business shrank 25 percent from last year’s number.
That’s according to ComScore numbers analyzed by Ben Schachter of Macquarie Securities.
Yahoo’s share of search queries dropped from 15.5% in September 2011 to 12.2 percent last month. In August, its share stood at 12.2 percent.
“[T]he downward trend remains very well-established and supports our view that the long-term trajectory of YHOO’s search share is a significant concern,” Schachter wrote. “Most importantly, and unfortunately for YHOO, we see no obvious structural bottom for YHOO’s search share. This is a significant problem in our view given the fact that search is a very high-margin business for YHOO and likely represents the significant majority of the company’s EBITDA.”
The ComScore numbers don’t include mobile, which is an area where Yahoo is likely even weaker than on desktop searches.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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