6 Keys to Mobile Search Marketing Success

A funny thing happened on the bus on my way to work recently. I was on my phone searching for a lunchtime haircut spot, the lady next to me was shopping for new curtains on her iPad, and a Wall Street type was talking loudly on his phone asking for tips prior to laying a bet with his bookie (you have to love New York City).

Each of us, in our own way, was using our mobile devices to reach out and find answers to our pressing questions. But until a few years ago, the only way we could reach out and answer these questions in a mobile fashion was via email and/or asking someone on the other end, a process that was inefficient at best and frustrating and without closure at worst.

Due to the advances in mobile hardware, software, and user experience, much of this has changed and finally rivals what we love about desktop searching. Screens are big enough to read, keyboards are ergonomic enough to allow for speed, and -- most importantly -- the search engines and marketers have begun to adapt their search offerings to address our mobile needs.

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Maruti logs into Google for online marketing drive

What does a car company have in common with an internet search engine brand? Actually a lot. Auto market leader Maruti Suzuki is looking to tie up with Google among other domain specialists for a more focused foray into the digital marketing space. The company, which is already "working closely" with the search engine biggie, will also forge similar tie-ups with other "specialists," said a senior Maruti Suzuki executive.

"The digital media is changing fast and we feel we require a specialist because we don't have the expertise needed for it," said Shashank Srivastava, chief general manager (marketing), Maruti Suzuki. "So we need to engage specialists for the job and these will be specialists who have domain knowledge about a particular area."

Maruti and Google, he said, have been working closely on "search engine optimization and online reputation management" initiatives. In other words, Google helps Maruti track any traffic that uses words that are relevant to the company. "The search engine helps to catch relevant words online so Maruti can track and even take action if need be," said Srivastava. It means that if you have posted something about Maruti's service or products on Facebook or Twitter, the search engine will alert the company which can then address your grievance if any.

Maruti is also working closely with other domain specialists like the Singapore-based company Affle for sms/mobile marketing.

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Most local merchants stick to traditional online marketing

Local merchants are increasingly using simple, low-cost online marketing methods, including Facebook and other social media, in addition to search and email marketing, according to California-based MerchantCircle, an online network of local business owners.

And while new marketing services — such as mobile marketing and group buying — are generating buzz, most local merchants have yet to tap the marketing methods, MerchantCircle found in its quarterly Merchant Confidence Index survey of more than 8,500 U.S. small and local business owners.

Other survey highlights:

* Local businesses have little time or budget to devote to marketing.
* Social media is now the top marketing strategy for local businesses.
* Traditional online methods trump new, unproven approaches.
* Use of traditional offline marketing methods continues to decline.
* Online marketing services companies are aggressively targeting local businesses.

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