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By James Burchill

Mobile marketing is a fast-growing, quickly-changing arena with a lot of promise to become of the largest advertising forums on the planet. Mobile search marketing is one of the leading subsets of this industry. Google introduced ‘Click-to-Call’ last year as part of its mobile search platform, allowing businesses to list phone numbers with their paid search results (AdWords ads).

Since its introduction, Click-to-Call has become hugely popular with ‘millions of calls every month’ initiated by the program, according to Google. These have become one of the largest of the targeted mobile campaign genres, and it’s paying off.

The ads and where they are used most often to place calls follows smart phone adoption. Currently, this means that most of the Click-to-Call action is happening in the major cities of the U.S., throughout Europe, and in Japan.

How Click-to-Call Ads Work

The ads are served whenever a phone user accesses the Internet and does a search through Google. Paid results are, as with PC-based searches, tied in with the search subject of the user. If the results include paid advertisements from mobile advertisers, then a Click-to-Call number will also be included. Users can click the number to call the business immediately.

When the user has GPS enabled, the search can get even more precise, showing the closest business to them with a Click-to-Call number.

Advertisers get themselves listed as a Click-to-Call result by participating in Google’s AdWords phone extensions program. Optionally, the business can also include a location extension to make themselves even more visible to more locally-targeted searchers.

These ‘hyper-local’ ads can often be the most productive for an advertiser, according to Google.

Since mobile users are statistically more prone to take immediate action when searching for something, advertising on this medium has become very productive. Hit-for-hit, mobile ads can consistently show a two or three times better click-through (or user action) rate than their desktop counterparts.

How Does It Pay Off?

One company says they’re seeing 200% increase in search results on their mobile platform as compared to their standard Google ads for desktops (comparing hit-for-hit). This means that for every hit they receive via mobile or desktop, they see a 200% higher click-through for mobile than they are seeing for desktops.

This is a national company. Local advertisers are seeing even greater results. A small, local shop says that their online search marketing has shown almost no measurable result in increased business. They started using mobile advertising through Google and have seen a 9-12% higher first-time-customer walk-in rate.

No matter how you look at it, mobile advertising is becoming the ‘next big thing’ in marketing. For businesses both local and national (or even international), it’s going to be one of the biggest marketing arenas out there. This will become even more true as smart phones continue their phenomenal growth rate and proliferation.

AMES BURCHILL shows individuals and companies how to profit from the innovative use of Internet technologies, strategic content and social media marketing. You can find out more at James’ website and you can subscribe to his J-List and get over 40 articles, reports and advice on Internet Marketing today.The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers provide a wealth of information based on their personal experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.

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By James Burchill

According to the Ad-ology 2011 Small Business Marketing Forecast, small business owners are increasingly optimistic overall, and 46% plan increased marketing spending in 2011, up from 29% who planned increases in 2010. Email marketing and company websites continue to be the most popular online marketing methods, but 45% plan to do more with online video and 35% said the same for mobile advertising.

Interest in using Facebook, Twitter and other social networks for business is up considerably over last year. While generating leads continues to be the top perceived benefit of social media, more businesses recognize the value of social media for improving the customer experience.

JAMES BURCHILL shows individuals and companies how to profit from the innovative use of Internet technologies, strategic content and social media marketing. You can find out more at James’ website and you can subscribe to his J-List and get over 40 articles, reports and advice on Internet Marketing today.

The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers provide a wealth of information based on their personal experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.

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By James Burchill

Everyone loves to speculate on things like future technologies, what our lives will be like in a decade, or how one or another prophecy will turn out to be true or false or misread.  In a practical sense, many prefer to stay with reality and look at how things will be for their business in the next few months or the next year (or two).

Internet marketing is a heavily laden term with a lot of connotations.  For some people, the mere mention of the phrase is enough to have them delete your email or hang up the phone.  For others, it’s the very basis for their livelihood.  Regardless of your thoughts on what Internet marketing really is (or isn’t), it exists and is here to stay.

So how will Internet marketing evolve as we continue to interact through the World Wide Web?

New ways of interacting and socializing

The Web is an ever-changing place and every day brings new and more inventive ways to interact.  The current trend that will probably shape most of our networking is not going to be as flamboyant and loud as it has been in the past.  The new trends will be more subtle.

There are three of them that I see budding as we speak: location-based interaction, semantic processing, and expanding data mining.

Location-based socializing is the next “big thing”

The Web grew globally, building an ever-expanding network of human interaction across borders, oceans, and more.  As the number of people populating the Internet grows, the networking begins to diminish.  Why?  Because our interactions are becoming less and less meaningful as their numbers grow.

Consider Twitter. Those with a hundred or so followers are generally more engaging (measured by responses and re-tweets) than those with thousands of followers.  Twitter, like most other social networking apps, is like a hotel conference room.  The more people you put in there, the louder it gets and the harder it is to keep up with the conversations happening around you.

So the new trend has been for social networking to begin to narrow itself into geo-location or location-based networking.  Several new tools have appeared and now Twitter, Facebook and others are getting in on the game or will be soon.

How about you?

Semantic processing and the continued growth of data mining

The idea of using regular language to search, ask questions, or otherwise interact with your computer and its applications has been around for a very long time, since before computers were  invented, in fact, when science fiction authors just guessed at how intelligent machines would operate.

So far, true semantics (like we all saw in Star Trek) haven’t really happened.  We’re getting closer, but we’re not there yet.  As the amount of data has grown, though, the semantics are getting better.  Google, for instance, mines data from billions of resources that include satellite images, websites, written materials in dozens of formats, photographs, live feeds, video, and more.  All of this mining is for one reason: so they can let people find it.

Search engines are evolving beyond the usual “keyword” basis they’ve been using for their backbone and are moving into real language searches and relevance based on themes rather than simple words.  As this happens, SEO will change with it and those who come out on top will be those who understand the human involvement in semantics.  Johnny Keyphrase will be out on his ear.

So what do you see happening in the future of internet marketing?  I see a world that constantly changes and stays interesting.  I hope you do too.

JAMES BURCHILL shows individuals and companies how to profit from the innovative use of Internet technologies, strategic content and social media marketing. James’ innovative and creative solutions are the select choice for those seeking an advantage, and Jim’s valuable money-making, marketing, technology and business advice is published regularly on his website. You can find out more at James’ website and you can subscribe to his J-List and get over 40 articles, reports and advice on Internet Marketing today.

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