mobiThinking is pretty pleased (even a bit smug, to be honest) to kick off our series of five-minute interviews with a trio of top mobi-marketing gurus. Yahoo, Limbo and the BBC are all serious players in the mobile space, but all come at it from different, very topical angles – broadcast, search and social networking (we put each into context below). But the true test of a thought-leader is when you drag them away from their company and their sector, just for five minutes.
mobiThinking has been devouring the MMA’s annual marketing guide. It’s big, but we highly recommend reading it. It’s chock-a-block with stats, facts, tips and optimism, but must-read stuff is at the back where you’ll find précis of all the mobile campaigns that won MMA’s global and regional awards.
See our pick of the winners below. First, here are some bits of the report that caught our eye.
What is the Future of Mobile? Well from what mobiThinking heard at the conference of the same name in London yesterday, it sounds like it should be permission-led, whatever it is.
An interesting critique of the bustling world where location-based services and social networking meet on the mobile, by serial entrepreneur Andrew Scott, was underlined by his belief that successful mobile web has to be opt-in.
For mobile content players, discovery is the big challenge. How do you get people to experience your .mobi for the first time?
Do you get your content on to the operator’s portals (‘on deck’)? Do you go direct, and help people to find and enter your URL on their own (‘off deck’)? A combination of both?
An informal survey among the mobirati indicates that the US market is about 30% off-deck and 70% on-deck while the European market is the reverse. Any thoughts about why this should be the case are welcome.
Here are our mobiThinking impressions as day one of the Mobile Marketing Forum in New York draws to a close:
This joint is jumping
800 people. The networking area is packed non-stop. People doing real business. Badge-watch: some of the world’s biggest brands. In media, travel, entertainment, consumer brands… We’re not in Kansas any more.
It’s 96 degrees F in New York. The dotMobi team is out in force for the Mobile Marketing Forum starting later this morning. Your jet-lagged correspondent was up bright and ridiculously early with a complimentary copy of USA Today.
The cover story: “Are Google and Yahoo Dinosaurs? Many on the hunt for a way to cash in on wireless search.”
That’s right, we’ve just published the latest in our series of ‘best practice’ papers and this time it’s on the thorny issue of mobile SEO.
Go get it now. It’s jam-packed with 20 or so pages on the following things:
According to Google's research, the average query on it’s Mobile Search is 15 characters long, but takes roughly 30 key presses and approximately 40 seconds to enter. This means that search engines don't have a lot to work with when tasked with providing the user with an experience that roughly equates to the quality of desktop search.
If your .mobi site has usability problems wouldn’t you like to know about them before your target audience does?
Of course you would. That’s why we invented ready.mobi, the free testing tool that evaluates mobile-readiness according to industry best practices & standards.
All you do is visit ready.mobi, put in your site’s URL, and (as our friends in the UK like to say) “Bob’s your uncle”.