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In Stephen Logan’s post of what to look for in search in 2010 he mentioned the developments in the Mobile Search and, specifically, Google Goggles.
Now that Google have released their first mobile phone device ‘Nexus’ powered by its Android operating system, it’ll be fascinating to see how search for mobile phones and the various extended applications develop in this hugely competitive and lucrative area.
Google Goggles is the search company’s first foray into using pictures for mobile searches. The basic concept being that a user can point their phone at an object, for example a book or even a business (e.g. restaurants) and receive information about the search target direct to their phone. The development team have released this short (two minute) video giving an overview and some additional examples:
Clearly, this technology is in its infancy but the concept is one that is bound to receive a lot of attention and could open up many opportunities for those companies yet to really embrace the Internet to promote their business. There are many ‘bricks and mortar’ businesses without a website who may now appear in Google Local Listings. These could then be tied back to Google Maps and location mapping via technology such as GPS. All Google would then have to do is monetise this, so look out for sponsored listings on menus and the like at some point in the future!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.