Mobile Search - The Next Big Thing? - In many ways...
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In many ways mobile is the perfect advertising platform. It's always with the consumer, it's always on, it provides personal profiling data, it provides location data, it's interactive and it has multiple billing options already built in.
At present the major bulk of mobile searches are related to ring tones, news, entertainment, maps and directions, directory listings, local restaurants and other local services. As many as 60,000 UK users a day are checking train times on their mobile phones.
Local search is clearly the natural mobile advertising opportunity. Going forward, more complex searches and bigger transactions will become viable as technology advances and users become more comfortable with using their handsets for searching.
In a recent Travelmole interview, Nancy Lyndhurst, the product manager for O2, said some of the larger travel brands like Cathay Pacific, Accor Hotels and KLM are already successfully marketing with mobile technology. She also cites the example of Lastminute who received a £3,000 holiday booking online from a customer using their mobile telephone.
Mobile marketing spend to reach $11 billion by 2011
A recent report by the telecom division of Informa Group stated that advertisers are expected to spend a massive $11 billion on mobile marketing by 2011. Optimistic predictions like this have compelled the major search engines to start making significant investment in the future of mobile search themselves.
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