Is Mobile Search Marketing Finally Here?

Mobile search marketing expert Michael Martin says 2010 is the year when mobile takes off. Aside from a general caveat that anointing any year as the "Year of X" has generally been a contrary indicator, Martin does point out that conversion rates for mobile devices is at least four times higher for local searches, than from other types of browsers.

The reason is that with mobile devices, most people aren't really doing 'search' for research purposes, but doing 'finding' for something close that will meet an immediate need. That makes sense.

Is Mobile Search Marketing Finally Here?

iPads are Content Consumption Devices, Studies Find

A survey by copywriting firm Cooper Murphy Webb found that iPad owners use them largely for entertainment purposes.

Almost a quarter of respondents said it had become their primary entertainment device, ahead of TV and trailing PCs by just nine percentage points.

To a large extent, iPads and possibly other tablets compete with e-book readers, gaming consoles, mobile phones and TVs more than other PC form factors.

The iPad was considered the top delivery method for newspapers and magazines, and its popularity for books was even greater. Some 41 percent of iPad owners preferred to read on the device, compared to 36 percent of respondents who liked hard copies better.

Also, iPads were the top gaming device for owners of the tablets, beating out consoles by two percentage points.

A study by Ball State University researchers suggests new iPad users deem it best for leisure activities, not content creation.

How iPad Usage is Shaping Up - eMarketer

Clearwire "Rover": Marketing is the Chief Innovation

Clearwire's new "Rover" prepaid mobile broadband service is ultimately about marketing success, rather than any innovation in the physical or network realm.

Perhaps the most-significant aspect of the plan is not so much the "prepaid" angle but the attempt to create a new "lifestyle" brand aimed at the 18-to-24 demographic.

"Rover" will be available anywhere Clearwire offers service, but the distinctiveness of the service does not lie in its use of mobile Wi-Fi hotspots (other carriers already sell them), or even speed, as Clearwire already sells mobile broadband on a postpaid basis.

Prepaid availability is the bigger story, as well as the range of options offered. The $5 a day and $20 a week plans will tend to stand out in a market that basically relies on two postpaid or prepaid buckets, differentiated mostly by the price and the bandwidth caps each uses.

Some might argue the "4G" network is what makes it different, and there is some truth to that position, though the distinctiveness will not last much longer, as Verizon Wireless plans to launch its own 4G network later in 2010, and AT&T likely will launch in 2011. Also, to the extent "speed" is seen as the differentiator, even T-Mobile USA's HSPA+ network is going to offer speeds so close to Clearwire's typical downlink speeds that "4G," in and off itself, might not offer as much differentiation as it once did.

In an effort to create the new brand, Clearwire is positioning the service using the www.evology.com site that will try and create a  "Life @ 4G" image.

Rover-sponsored athletes and music artists will be profiled, showing how Rover influences their careers and lives as they live "Life @ 4G." Sporting a Rover wingsuit, base jumper JT Holmes, who travels up to 150 mph during freefall proximity flying, lives life with the Rover Puck and no strings attached.

Rover also will introduce a badging system that rewards users for participating in Rover activities. For example, the "Trendsetter" badge recognizes early adopters of Rover in each market, and the "Friends with Benefits" badge acknowledges users who refer friends to the Rover service. Badges have become wildly popular on location-based apps and are expected to resonate with the youth consumer and motivate usage.

Rover is about marketing prowess, not some fundamental new network feature, pricing breakthrough, user interface or payment plans.

Clearwire Introduces "Rover" Prepaid Mobile Broadband Service

The service is aimed at the 18 to 24 age demographic and features "no-contract" service.

Do's and Don'ts for Search Campaigns

There are some basic rules for nearly all paid search and organic search campaigns, says Julie Batten, Vice President, Media Strategy atKlick Communications.

Do's and Don'ts for Your Search Campaigns

"Clicks" or "Branding"?

People disagree about the value of "clicks" as a measure of ad effectiveness.

Clicks were the great promise of online media. While traditional advertising could only be measured by sampling, surveys, and other guestimation methods, online advertising was sold as being completely accountable.

These days, there is robust debate about the value of clicks (responses) compared to more-traditional "branding" value. Both are values, ClickZ says.

Sometimes advertisers want to drive traffic; other times they want to build or reinforce brand reputation.

The Great Click Debate

Cisco May Be Making A Run For Skype

Cisco has made an offer to acquire Skype before they complete their IPO process, Techcrunch reports.

Cisco May Be Making A Run For Skype