Why Mobile Search Is Going To Be Irrelevant In B2B Marketing

I’ve read many articles and heard lots of comments which point out the reasons that mobile marketing (particularly search marketing) will explode. However this article from searchengineland.com, raises an interesting point about B2B marketing on mobile and why it’s not likely to work.

I agree with this standpoint because I think the mobile context is different to that of a PC. The danger is that mobile sites will be developed in the same way that we used to do websites back in 1996. The amount of brochures copied to a website was ridiculous, there was no thought about business objectives, the visitor goals and objectives when visiting the sites, in other words it was simply about taking something that worked offline and using it online.

The mobile offers a completely different medium to advertise with, but we have to treat it as a different medium, not just tailor our websites to be mobile sites. This of course has many implications for web analytics.

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

Posted in General, Mobile Web 3.0

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