Cell Phone As World's Primary Internet Platform + (Map/Local) Search Marketing
Adam Wright of Ipsos wrote today on the findings of his recent research, and quoted the Senior Vice President & Managing Director of Ipsos Insight’s Technology & Communications practice:

"'Accessing the Internet on a wireless handheld device is no longer a novelty for consumers in the major global economies. It’s becoming a common, everyday occurrence for many people.'"

Does this mean to stop what you're doing on your website marketing and start creating content for the small screens? I'll let you decide for yourself based on the following data from Ipsos:

Wireless Device Activities – 2005: %Browsed the Internet for News & Information
Japan 40%
U.K. 29%
USA 26%
South Korea 26%
Canada 19%
Germany 18%
France 18%

Ok so now you want to get your brand or lead-generation ads onto mobile devices.

Does this mean you should start reverse engineering SMS search as it's currently provided?

Sure! If you know that your key publics use SMS search to find local establishments. Check out the article that Sara Holoubek wrote recently for MediaPost about a "smackdown" pitting Google and Yahoo's SMS search. Yahoo won:

"In a quick jab, Keith shows me his screen, complete with the right address and cross-street. Yes, folks, the cross-street! There was also a link to a Yahoo Local map. A few seconds later, Google sends me a listing for a different establishment: Pop Burger, located clear across town."

Does this mean that you should start advertising with maps?

Sure! If your key publics use maps on mobile devices to find local establishments. I've been preaching for some time that the doorway to local is maps + mobile. As phones increasingly become platforms for web access we'll see better displays and small-screen maps. And gps too (if it's not already there? I'm not up on the phone space).

Also look in to creating a map utility that targets mobile users somehow. Especially in a way that enables them to share their intelligence and drives your brand.

If you're not targeting the local market and you know that your key publics access the Internet with their phones then we can have that conversation Ipsos mentioned about "wireless services or applications that can link aspects of personalization across multiple Internet platforms."

I'd love to talk with you about your mobile efforts! 919-433-3139.
Garrett French - MarketSmart Interactive | permalink | +marktd |