David Dalka attends and reports business events and conferences to discover the future of business where technology, organizations and customer exeperience meet. Also serves as emcee, moderator and motivational business keynote speaker.
Mobile Search Marketing, Mobile Advertising
It sounds like Scott Karp should be attending the SMX Local and Mobile next week as two of the five areas he gripes about will be covered in detail there. While his carrier and wifi complaints are somewhat relevant, the rest is unfortunately plain ignorance.
Russell Beattie is a quite a bit more blunt in his not safe for work response. His web 2.0 comment makes me chuckle in quite a few ways.
I’ll be attending the first ever SMX Local & Mobile conference next week in Denver!!! Chris Sherman, who talks about why he is excited about the event in this post, and Greg Sterling have both put in a tremendous amount of work into researching and programming this highly unique and special event.
You may view the full agenda and you may still register for the event.
I arrive at Noon on Sunday (where is the Sunday pre-conference meetup – The Hyatt?) and hope to meet with as many attendees as possible before and during the event as I look forward to learning about people and seeing the demos in this soon to be revolutionary space.
See you in Denver! I’ll also have room for one or two on the way back to the airport as I’m renting a car while there.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Search Engine Marketing Speakers:
Cindy Krum, Senior SEO Analyst, Blue Moon Works
Rachel Pasqua, Director of Mobile Marketing, iCrossing
Gregory Markel, Founder/President, Infuse Creative, LLC
Cindy Crum, Blue Moon Works
– Many aspects of Mobile Optimization follow Traditional SEO Wisdom
– Optimal Mobile Experience = Return Mobile Traffic = Better Results in Mobile Search Engines
– Device Independence: Traditional sites being viewed on Mobile Technology
What is Different About Mobile?
– Industry is in infancy
– Different bots / Crawlers
– Mobile Search Engines More Like Portals
– Many Different Browsers possible
– Slow Download Speed and Connectivity Issues
Development Best Practices
XHTML
Traditional Browsers are forgiving – Mobile Browsers are not
Infinite Combinations possible
Right Accessibility Standards Make it ideal
Avoid unnecessary code
Separate Content from design with CSS
External CSS
– Separates content from design
– Minimizes Code Required
– Decreases Load Time
– Ensures Correct Display on Different Screen Resolutions
– Allows you to specify rendering
Have mobile specific stylesheets
– One set of code, two stylesheets
– Screen first, handheld is second one in cascade
– Caveat: “display:none” to hide elements in either rendering
Use appropriate headers – HTTP User-agent, Accept and MIME types
iPhone
Google has a separate search page for the iPhone
Log in omitted, features and some ads are omitted
Follow all SEO Best Preactices
– Minimize File Size
– Submit your Site to Mobile Search Engines
Testing is important
– Opera, Skeezer, Google device simulators
– Test transcoded versus non-transcoded versions of Your Site
Validate your Site with mobile code checkers…
Embrace the Interactivity
– Provide relevant Info for People who are mobile
– Include your main address in the footer
– Make Phone Numbers and Email Addresses
Move your navigation to the bottom
Gregory Markel, Infuse Creative, LLC
No longer a WAP/Mobi world
Nokia S60 and Opera True web browser
Goog-411 (live demo rendered incorrect result)
Get listed in Google Local Business Listings
.mobi is diminishing in important
Optimization is synomonous with marketing
Mobile voice search is becoming more important
Rachel Pasqua, iCrossing
iCrossing started looking at mobile in 2005
3rd screen will come first
2.3 billion mobile subscribers as opposed to 1 billion users
Summarized the iCrossing “How America Searches Mobile, April 2007” report
Marketing Keynote Speaker Senior Product Manager Farhan Memon discussed the recent launch of AOL mobile search over a special lunch session. I was impressed by his presentation.
One thing that is quite clear is that they clearly get that mobile search is about leveraging data from other traditional web properties (which AOL has plenty of) and for this reason, I now wish to learn more about their offering and plans. Presently, they get ads from a combination of Ingenio and Third Screen Media a recent acquisition. It’s unclear what causes which ad type to show up when.
Afterwards Farhan and Scott Knowles, Senior Program Manager said they’d follow up with me in more detail, I look forward to learning more about the offering.
I look forward to seeing all of my wonderful search engine, mobile search and mobile advertising friends next week at Search Engine Strategies (SES) San Jose! While I’ll definitely be in Mountain View for the Google Dance (hopefully they won’t run out of XL t-shirts in 2 minutes like last year), I’m unsure whether I’ll make it to Palo Alto, San Francisco, Sunnyvale, Oakland, Monterrey or Santa Cruz to visit and see some other awesome things. I do hope to make it to Barcamp Block.
Who else will be there and what spontaneous events, product launches and parties are you looking most forward to? I’m getting very close to some of my goals! I look forward to seeing you.
August 1, 2007 session…
MODERATOR:
Chris Bowler, VP, Media Director, Agency.com
PANELISTS:
Warren Kay, Director of Emerging Products, Yahoo! Search Marketing (not present)
Dominic Preuss, Product Manager, Local Advertising, Google
Janice Rohn, VP of Consumer Experience, Yellowpages.com
John du Pre Gauntt, Senior Analyst, eMarketer
The most important thing about this session is that half of the people from the previous session left – it shows that people don’t understand search and understand its’ importance in the eventual mobile domination. This session was presentations and much less dynamic.
Dominic –
Local and mobile are very much the same. Google Maps changes the way that people uses maps. Google Earth has some great partnerships. Google search on the wap browser. Gmail is an important part of our strategy. It is in a single repository. Discussed local business center. Make sure your information is up to date. Coupons for Maps. Regional targeting, country, state, city and radius. Google Local Business Ads. Google Mobile Ads – shorter messaging, link to mobile website, click to call enabled, carrier targeting, markup language targeting.
Janice Rohn – unfortunately had to leave the room for almost all of her talk…
John – Technical scale is not an issue. It’s about answers not links. It’s about all the collateral as well. The pain is very high. The carriers are not supporting a cookie like feature. Cross-carrier targeting it hard. Talked about a number of challenges facing the space and the fragmentation issues. For every $1 you spend on mobile spend $2 on training your staff. If you have the most wonderful mobile experience and a lousy customer experience, it does not matter! I couldn’t agree more.
I just got an email from an SEM shop saying that Google offering “is now offering vouchers worth up to $150 to be used in targeted Google Mobile AdWords campaigns”
Is anyone using this so far? I’d love to hear your thoughts on it.