Last week we gave you the our initial blog post on Mobile Search, this is the 2nd part in that blog post.

Types of Mobile Search
There are a number of various search types that need to be considered when setting up your mobile online marketing campaign.

WAP / Search Engines
ABI research has shown that between 2007 and 2008 the number of people using mobile Internet search engines has increased by 14%.

Google and Yahoo! are both actively developing their mobile platforms to provide a similar search engine experience as is currently used in desktop platforms. Google currently offer a cut down mobile version of their standard search engine which has recently also introduced paid ads. Yahoo! have their own mobile search engine called oneSEARCH http://uk.m.yahoo.com/

SMS Search
SMS (Short Message Service) search is a method of searching which uses the familiar method of sending a text message to a service provider in order to receive an answer to the query sent. There are different models available. A free service would often include an advertisement with the required response.
This method of searching appeals to users as the method is more familiar than trying to type into a mobile search engine, and also means no data service is required to access the required answer.

For example you may text ‘florist eh13qr’ to the designated short code (a 5 digit number) and the response will be a listing such as the name, address and phone number of a florist near that particular postcode.
There are several providers that supply this services, detailed below:

Google SMS (currently in beta mode for their UK version

Texperts 66000 () allows users to text any question they require with no charge if an answer cannot be supplied.

Yahoo! OneSearch SMS is similar to the Google system providing local results but also provides shopping results for product searches and offers a link to the

mobile search results for more information.

Voice Search
Many mobiles already house the ability to recognise voice commands, with voice dialling being in use for many years now. There are now search methods which take the use of this functionality one step further.
Voice search offers the user the ability to simply say their search whilst on the move rather than texting or typing on a smartphone. For example you could simply say “Sushi restaurants in London” to find a restaurant near you.

As voice search engines become more advanced they will adapt to the users voice through built in feedback systems allowing the user to rectify any errors picked up. Yahoo! OneSearch offers this capability for its users.

Applications
With the introduction of technology-rich mobiles, the scope for using useful applications has increased dramatically.

Applications which were originally introduced into the ‘search’ space included the likes of Google Maps, taking advantage of Google Local listings. The user can carry out similar searches as those introduced in the SMS search scenario above, however the results are far more enhanced providing a visual representation of the results directly on a map, also allowing you to get directions overlayed to the most appropriate search result.

The introduction of the iPhone and the App Store and further introductions of the Android marketplace has allowed the market to become filled with enhanced search applications making it extremely easy for users to find information related to them.

So What to Do Next?
Mobile Internet is finally gaining substantial popularity, below, we have listed some key points to help you shape a successful mobile future for your brand and business.

Review your current mobile offering
Do you have any mobile applications? How does your website display on mobile phone screens? Can your site be found in mobile organic search results (Google and other search engines use a different algorithm to determine mobile search results)? Visit http://www.google.co.uk/xhtml to check your organic position in Google’s mobile web results.

Brainstorm your mobile business opportunities
Does your current online (desktop) approach translate to mobile? What would the mobile users want from your business? How can you ensure that you give the mobile user what they are looking for bearing in mind that the main uses of the mobile web focus on communication, quick information retrieval and entertainment?

Define your mobile objectives
Mobile advertising objectives can relate to increasing brand reach, improving the mobile customer experience and driving incremental sales. Don’t forget to think about your existing customers as mobile can be an important tool for retention.

Develop / improve / optimise your mobile offering
Perfect Storm can help you getting started in the world of mobile advertising.

Explore some innovative new opportunities with Perfect Storm Digital Marketing, we can help you to get started in the exiting world of mobile. Get in touch with us today!

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