Oneupweb Releases Ground-Breaking White Paper on The Future of Mobile Search

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Search behavior is changing, opening new marketing channels that marketers should begin to leverage says, Oneupweb.

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Oneupweb, the trusted leader in search engine optimization (SEO) and marketing (SEM), today announced the release of its white paper, Mobile Search and Its Implications for Search Engine Marketing, which found that as mobile users increasingly turn to their portable devices to find web content, products and services, there are new and profitable marketing channels open for online marketers. The paper is available at Oneupweb.com.

“When you merge the power of the internet with the on-demand accessibility of a mobile device, you’re creating a perfect storm for users and marketers alike,” says Lisa Wehr, Oneupweb CEO. “From our standpoint, the questions become: How will these mobile users search? What factors (demographics, psychographics, technological, etc.) affect users in their searches and marketers in their messages? Finally, how can marketers overcome those issues and get results?”

According to research cited in the paper, by 2005 about 200 million cell phones will be in use in the U.S., with the majority of these phones having web capabilities. More than 13 percent of U.S. mobile subscribers use their mobile devices to download ringtones, 7 percent send photos, 36 percent send or receive text messages and 12 percent accessed news and information via browser, a 2.7 percent increase from the previous survey.

Oneupweb’s paper discusses how mobile users are adapting their search behavior to take advatage of mobile technology—behavior that is strikingly different than with conventional desktop counterparts. Mobile users are:

-more likely to enter shorter search queries

-less likely to scroll past a search engine’s first few results

-less able to access graphic- and photo-heavy web content

-want “just the facts” copy that is fast and easy to read

These behavior changes are instigated because mobile users are:

-under time constraints

-searching with divided attention

-searching on much smaller screens

-searching at slower connection speeds

-navigating without a full keyboard (often only a button or two)

These changes mean marketers will need to revise natural search engine optimization and paid search campaigns, in addition to redesigning websites for mobile usability and technical protocols specific to the mobile web. Furthermore, Oneupweb has coined the terms need-it-now-shoppers and killing-time shoppers to describe the two main frames of mind that mobile search users are in when using their portable devices to browse the web.

These technological and behavioral transformations represent a potential sea of change for online marketers. Oneupweb advises marketers to answer the questions posed at the end of the white paper to see if they stand to gain from the growing mobile search market.

“This shift is big—both technologically and behaviorally speaking,” says Wehr. “Therefore, it’s going to require solutions on both of these fronts. Oneupweb has always led the industry with optimization, paid search, and related technologies. Coupled with our exclusive search engine user behavior research capabilities, our clients are well positioned to gain substantial market share in this growing marketing channel.”

About Oneupweb

Oneupweb is the trusted industry leader of world-class search engine optimization (SEO) and marketing (SEM) services and the only two-time winner of the prestigious ClickZ Best Search Engine Marketing Vendor Award. Since 1996, Oneupweb has specialized in tailoring custom strategies that include natural search engine optimization, paid search marketing, search engine user behavior, PR optimization, and marketing analytics designed to deliver superior return on investment. Oneupweb also publishes the industry-leading search engine marketing newsletter OneUpNews, providing its readers with strategic SEO / SEM insight. Oneupweb’s clients include Unisys, Equifax, Motorola, Avery-Dennison, Maritz, Kimberly-Clark, JC Whitney, and many others. Named to BtoB Magazine’s Who’s Who List in 2004 and 2005, Oneupweb is a privately held company located in Michigan. For more information on Oneupweb, please contact 231.256.9811 or visit Oneupweb.com.

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Rachel North
ONEUPWEB
231-256-9811 -116
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