Mobile Search: How can intent or search plus the location be used for advertisers?

Hi all, this post will talk about how brands can best link user necessity with geographical targeting in the mobile world. Thrilling stuff!

From a user intent point of view, Mobile Advertising in general works better for low-consideration products that are not perceived as expensive. It is therefore more effective for immediate intent actions similar to ones that have already been mentioned (Forrester report states that Mobile Searchers typically act within an hour of searching).

To dig deeper into how advertisers can use Mobile Search alongside location functions we will focus on Mobile Search options offered by AdWords from Google, as they dominate the mobile search market (98% as demonstrated in the below chart from TechCrunch)

Google is undisputed leader in the search market, both mobile and desktop

These are the main options that can be used in AdWords in conjunction to search for location-based purposes:

LOCATION EXTENSIONS:

Based on what the user types in the search, AdWords will show a clickable banner with the option to show all locations for a particular business in Google Maps for Mobile.

This tool offers the possibility to use the logo of the business as the icon on the map which can aid brand recall. If the user clicks on the location, he or she is lead to a page with more relevant details such as address, numbers, directions, call function, etc.

CLICK TO CALL/FOR DIRECTIONS, AND FOR DISTANCE

With these functionalities users can speak directly to the to the business through the ad, find out directions or distance to the nearest store. These functionalities can bridge the gap between interactive and offline channels through.

CLICK TO DOWNLOAD APP

The ad can also be linked to iTunes store or Android Market to enable the user to download a specific app that can aid in customer experience, retention and loyalty.

OFFERS

The new ‘Offers’ ad extension, will allow a voucher code to be attached to ads for customers to redeem in their local store.

SOCIAL AND MOBILE TRENDS

This next generation search will be influenced by the two leading trends of the last few years: social and mobile. This has been promoted by the Location Based Services (LBS) that we briefly mentioned earlier

Social location-based services are virtual “check-in” services that allow people to check into physical locations, allow your contacts from social networks to know where you are. With this the user can earn rewards for his continued visits, badges, and also physical products.

So why should an advertiser/business owner care about Social LBS’s

Business owners can secure partnerships with theses location-based services to increase brand awareness, conversions (sales) and loyalty (return sales).

Through the use of LBS, advertisers can:

  • Reach out to customers near the point of sale (and invite them in with an attractive offer)
  • Acquire new customers via friend recommendations.
  • Gather valuable data for further advertising in the future.

The most successful LBS are Foursquare and Facebook places (although depending on the region others such as Dowalla, Loopt and Scvngr are also popular)

That’s all for now.

Take care amigos,

Hector

(post finished to the tune of  “Crash into me” by Dave Matthews Band)

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