Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
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Home Page > Computers > Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
Posted: Jun 27, 2008 |Comments: 0
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Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
By: Bruce Orr
About the Author
For more information on mobile search marketing and search engine optimization contact http://www.wolf21.com
(ArticlesBase SC #464532)
Article Source: http://www.articlesbase.com/ – Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
This may be the year when the convergence of hardware, software and consumer behaviour makes a business’ ability to be found through local search an online marketing necessity. The importance of having a business web page that ranks for local search terms on Google, Yahoo!, MSN and the plethora of other search engines that drive Internet commerce is particularly pronounced for small, local businesses that compete for the foot traffic that pass their storefronts in competitive marketplaces.
The hardware that is driving this convergence and fuelling the emergence of local search as a business-critical issue for small business is the new-generation of handheld mobile phones and PDAs – particularly Apple’s iPhone, the next-and-latest version of which is being rolled out in 22 countries July 11th. The software is search engine giant, Google’s Google Maps and the similar mapping applications on the other search engines.
More and more consumers, particularly in the youngest and most coveted marketing demographics, are using smart phone technology as a preferred method for searching the Internet. Typically, the products and services these young and mobile consumers are searching for online are local products and services – be it a coffee shop, a live entertainment venue, a clothing shop or any of the other myriad goods and services that are advertised both online and off.
Google is set as the default web browser on Apple’s iPhone, and the iPhone is the leader in smart phones – a position that is only likely to be enhanced when the next generation of iPhone comes onto the market in July. Google has long been the hands-down leader in Internet search. The synergy of having the world’s leading search engine as the default setting on the world’s most popular smart phone gives a huge impetus to the emergence of mobile search as the rising tide in small business marketing. Already, Google – thanks to its collaboration with Apple – is riding the rising tide of mobile search. In the first quarter of 2008, Google captured 61% of the mobile search market, while Yahoo! raked in an 18% share and third-place MSN accounted for only 5% of mobile searches, according to survey numbers from Nielsen Mobile. This, of course, leaves a paltry 16% market share for all other search engines combined.
As more and more smart phones come to market with advanced Internet search capabilities and GPS functions hoping to cash in on the market already dominated by the iPhone (and RIM’s BlackBerry line for business-types), Google’s dominance of local search and mobile search is likely to be cast in stone. Accordingly, for small businesses who wish to turn web traffic that is already searching for products and services online into foot traffic that will drive customers to and into their storefronts, having an online presence that will rank on Google becomes ever more important.
Survey results from Nielson/NetSurvey, in conjunction with marketing firm WebVisible, indicate that 86% of all Internet users in 2008 search for local products and services online. This number is up from the 70% of Internet users who were conducting online local searches in 2007. Significantly for small, local businesses whose focus is their company’s storefront, rather than an online business, the Nielson results show that 90% of the transactions that are initiated through online local searches are completed offline.
Thus, the importance of local search, mobile search and an effective online business profile for small businesses that are seeking to stay competitive in an increasingly crowded and digital marketplace. And, hence, the importance of Google Maps, perhaps the chief software application that is refining and defining the race for local business web pages that rank well in search engine – read Google – results. Google Maps gives the potential customer who is searching for a local product or service on the fly from his or her mobile handset the maps and directions that specify where the products and services can be purchased in the geographic locale where the customer is.
There are a multitude of 200+ factors that are constantly being tweaked by Google to determine a specific page’s ranking, and over 45 factors that are used to determine a site’s specific local ranking. Optimizing the on-site and off-site factors that determine a web page’s ranking and local search ranking is no easy feat. Yet, at a minimum, small businesses will want to have a web page that sets out there products and services, and to register that site with Google’s local business listings so that they can tap into the web traffic that is increasingly turning into foot traffic thanks to the emergence of mobile search and its convergence with smart phone technology.
(ArticlesBase SC #464532)
Bruce Orr -
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For more information on mobile search marketing and search engine optimization contact http://www.wolf21.com
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10 Top Online Business Technologies for 2009
With high-tech, it’s nearly as hard to look back a year and figure out what went on as it is to look forward and make predictions. In both directions there is a lot of haze – variously called hype, vaporware, PR and lying with statistics – and, of course, it’s rather a value judgment arriving at “the best,” whether it’s one, 10 or 1001. Then, too, putting all of the influential technologies in some kind of order is daunting, while the question remains – What are we measuring? Buzz? Popularity? Results?
That just might be the most honest introduction to a “Top 10″ article ever. The following items are in alphabetical order, may not include everything and are not exhaustively discussed. They were all making in headlines in 2009, and some still are. In fact, some have been on both the backward- and the forward-looking lists, last year and this year. So it goes in the high-tech universe – and here’s how some of it went in 2009:
1. Business intelligence: Business Intelligence (BI) was the top technology priority in a 2008 survey, and surged in 2009. Better information drives smarter decisions at every level of a business, from corporate mission to operational tactics. BI is a powerful, strategic tool to bring business managers and knowledge workers together to administer, grow and adapt business practices. Anything that helps managers make better, faster, more effective decisions is valuable in any business environment, and doubly so in tough economic times.
2. Cloud computing: This “computing model” buzzword took a solid step forward last year. Providers deliver IT capabilities as “services,” use Internet technologies to deliver them, and make them scalable for (and by) the client. Small companies can benefit from lower costs and reduced barrier to entry, while larger firms can use cloud computing for services that are becoming lower-cost commodity items. A big move in 2010 could mean either accelerated adoption or another slew of variations.
3. Component-level server upgrades: Component-level upgrading makes it easier to expand capacity. Companies can now keep track of component resources separately so that when, say, additional disk capacity is needed, only that resource is upgraded. There is no longer the need to pay for all three of the resource components in a fixed bundle. Purchasing and inventory system workloads are lightened, and there is no waste as when “wrong” components are bundled with the “right” ones.
4. Enterprise mashups: A “mashup” – originally a term applied to two or more songs “remixed” together – is a web page or application that combines data or functionality from two or more discrete sources to create a new product, service, resource or process. Some firms used mashups in enterprise-class solutions for delivering and managing custom applications. Through 2009, IT managers and application developers investigated mashups for the potential to transform corporate operations, with results that were both anticipated and unexpected.
5. Green IT: Efficient, eco-friendly processes allow more equipment to “fit” a firm’s “energy footprint.” Multiplying regulations can put serious obstacles in the way of companies that need new data centers, as all manner of environmental impacts are being scrutinized – and, at the same time, energy costs are going to increase, and not in a predictable manner. Companies must consider alternative plans for increasing IT capacities and stay abreast of a range of evolving and emerging technologies.
6. Social software and networking: Social software and networking covers a wide array of technologies and activities, from social sites and Web collaborations to social media. Companies and organizations of all kinds added social dimensions to their Web sites and applications in 2009, as no one wanted to risk a failure to engage one of the largest audience trends of the decade.
7. Specialization: The “appliance” model took on greater momentum in 2009. Appliances previously prevailed in only a few functions, but “heterogeneous systems” are now emerging to take on specialized, repetitive and/or demanding workloads. Heterogeneous systems have a similar, single-purpose orientation like appliances, but are server systems on which users can install software to perform a particular function. This approach will soon reach the general-purpose computing market.
8. Unified communications: The number of different communications vendors serving the typical organization decreased in 2009, on the way to a 50 percent reduction by 2011. Formerly distinct markets with distinct vendors converged, resulting in consolidation in the communications sector. Organizations can reduce costs if managers create detailed deployment and maintenance plans, as they can now centralize all administrative functions.
9. Virtualization: Most of the focus was on virtual servers, but virtualization of storage and client devices made progress in 2009, as well. Virtualization eliminates duplicate files on physical devices while appearing to maintain them in their original state. Called “data deduplication,” this saves a lot of money in storage costs. However, ambitious deployment plans fell short as just 40% of companies targeted as prime candidates for virtualization had made the move by Q4 2009. Still, it gained an important foothold and will continue to make progress.
10. Web-oriented architectures: The Web is without a doubt the premier example of interoperability and scalability in a service-oriented system. The central organizing principles of the Internet/Web approach, and ever-improving Web technologies and standards, give forward-looking firms good models for other “enterprise level” solutions. This approach cannot address every conceivable, future enterprise computing requirement, but the continued evolution of this approach should put it in play in a growing number of situations in the future.
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