SES Chicago goes mobile
Posted by: Giselle
It seems that most of the companies that exhibited at SES Chicago were search companies that have an investment in mobile as opposed to mobile companies with an investment in search.
Everyone is really conscious of the fact that mobile is becoming more and more accepted as a marketing channel and were really interested in Mobile Marketer and what we do.
I think local and mobile search go hand-in-hand. To have a local search campaign and not have a mobile aspect to it is a real miss by small companies like roofers, mechanics and other local service providers.
The key is to try and think up all the possible questions that a consumer may have with regards to your business. What are your hours of operation? Where are you located? How does one get there? What is available? What’s the price? Is it in stock? How does one contact you? You get the point.
It’s also really important to make sure that all the information – both on your Web and WAP site – is up-to-date. You don’t want angry consumers. If your site says you’re open until 10 pm and a consumer comes to your store at 9:45 and its closed that’s bad for business.
Having coupons, menus, events and reviews on your WAP and Web sites is useful.
Another thing to remember is that handsets are used for research purposes and that if you don’t have a WAP site, make sure your Web site is mobile-friendly.
Another big theme at the show was it’s not only about Google anymore, because let’s face it, if it was the show would be called Google search strategies and not Search Engine Strategies.
Yes, a lot of people turn to Google. But they turn to retailer sites, mobile, in-car and social media as well. The multichannel approach is the most effective. Having a presence everywhere has proved to be a good way to make sure to be found. That’s why we are here aren’t we? We have all gathered to discuss how to make it easier for searchers to find us.
Ad networks have really changed the landscape too. They are giving marketers a new, more targeted way of reaching their desired audience.
In addition, many speakers at the SES panels addressed the importance of linking your online campaign to mobile, since you don’t know whether consumers are going to look at your site from their PC or their mobile phone.
Recommendations include adding module extensions, IVR or send-to-phone capabilities to your search campaign.
That’s all I have for now…stay tuned for more SES Chicago coverage.
–Posted by Giselle Abramovich
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