Mobile marketing through a search engine, depends on the type of keywords in which a business aims to target, it has been suggested.
Spokesman for Pixl8, Jonathan McLellan explained that a campaign’s success is based on increasing a mobile website’s standing. This can be acheived through use of key search terms, stating that smaller brands are unlikely to dominate the rankings by targeting one single, wide-reaching keyword. He commented: “It would make more sense to target less used phrases related to its speciality.”
This means that the broader the search term, the more likely the mobile marketing campaigns are to achieve success – such as ‘search engine optimisation (SEO) for finance sector website’ rather than just ‘SEO’.
McLellan’s advice comes after a report by Internet Advertising Bureau Europe and InSites Consultancy, who found that 70 per cent of search engine users stop browsing after scanning the first 20 results of a query, because they have usually found what they are looking for in those first results.
Mobile marketing can no longer be ignored by advertisers, as almost everyone has a phone and with Google and Apple making big money on them, it is fast becoming a successful channel. The iPhone manufacturer bought mobile advertising network Quattro Wireless earlier this week in a deal worth $275 million (£173 million), while the search engine giant purchased AdMob in 2009 for $750 million.
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