Mobile Search App Opportunities for Marketers

Presented by: Bryson MeunierAssociate Director, Content SolutionsSMX WestMarch 2, 2010

Who is Resolution Media?

Founded in 2003 Joined the Omnicom Media Group in 2005 Active in mobile search marketing since 2005 Headquartered in Chicago with additional offices in:

New York San Francisco Los Angeles

Apps Not the End of Mobile Search

Google Top Website accessed over mobile phones (Nielsen 2009)

Google Mobile Search grew 5x in past two years (Google)

iPhone and Android users represent nearly 50% of Google’s smartphone traffic worldwide (Google).

Beyond WAP… App Store Search Audio Recognition App Marketing Mobile Search Rankings Mobile Search Suggest Optimization Mobile Voice Search Marketing Mobile Visual Search Optimization Mobile Podcast Optimization QR Code Search Marketing Mobile Web Search Optimization

App Stores are Search Engines

Optimize apps for popular relevant queries (Tutorial)

Android Market and other non-App Store app stores represent significant opportunity for brands

Shazam Audio Recognition Advertising (SARA)

Wear the Pants campaign with Dockers Novel way to make broadcast media interactive and

accountable

Google Mobile: Search Results

Blended ranking algorithm rewards mobile content, so build a mobile user experience for mobile queries

Google Mobile: Suggest

User may never see a search result, so optimize for Google Suggest

App development and local search optimization can help visibility in Suggest

App

Contact

Contact

Keyword

Google Mobile: Voice Search

Navigational searches primarily (Vlingo)

Natural language search queries and voice recognition typos necessitate long tail paid search execution

Google Goggles

Enable search history in Google Goggles. If your logo or product is not recognized, rate it to help Google return it correctly for others

Optimize your logos with “[Brand] Logo” and make sure they’re accessible to Image Search

Google Listen

Podcast search in beta app fills iTunes void in Android

Create podcasts and optimize for “popular search queries”

Use relevant keywords in script, filename

Microsoft Tag/QR Code Search

Integrate QR codes into signage and print advertising

Display favorite place code if eligible

Makes offline accountable

Mobile Web-Only Search

Submit to Taptu: touch-friendly web search

Opportunity for smaller brands with mobile content

THANK YOU!BrysonMeunier.com/SMX