01.09.2009
How location-based searches are changing mobile
There is an evolution going on within the local mobile search sector. Industry experts spoke with Mobile Marketer regarding the complex set of factors at play in the growing industry and offered up some best practices. "A shopper with a location-based mobile phone is most likely looking for something nearby, rather than wanting to purchase something online from that small screen," Scott Dunlap, CEO of NearbyNow, Mountain View, CA. "One example we've found with iPhone users who are shopping is that they are 17 times more likely to use the ‘find nearby' button than the ‘buy online' button even when both buttons are right next to each other," Mr. Dunlap said. "This has been the case for thousands of products we have displayed to hundreds of thousands of shoppers." NearbyNow builds search technology to help consumers find what they want near them at any time. The company's "find near me" button appears next to products in mobile applications and online sites. Location-aware mobile devices are a big opportunity to local businesses. "Location-aware devices are changing the order of ‘instant gratification,'" Mr. Dunlap said. "It used to be that buying online was the fastest since you would get it in 24 hours. Now with a location-aware mobile device, you can purchase it near you and have it in your hands within the hour." NearbyNow lets shoppers put an item on hold in their desired colors and size. Mr. Dunlap said NearbyNow's iPhone shoppers average 6 to 8 percent conversion to purchase, with most of those purchases going to local stores. Most Web sites average less than 2 percent.
Paran Jahar, chief marketing officer at Jumptap, New York said 30 percent of all searches involve geography, but the location is where the user is going as opposed to where they are. "Another use or consideration might be to use search word query data or search behavior in general to drive relevancy in search advertising," Mr. Johar said. Geography and search terms will help advertisers better serve to the targeted demographic. He cautioned that advertisers shouldn't serve ads based solely on location because it may not be meeting the targeted demographic.
Fonte: Mobile Marketer
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