BY: Kylea Knecht [Account Services]
Search engine optimization (SEO) and search engine marketing (SEM) have been buzzwords in e-marketing for years now. There are numerous companies that have made a business out of those two little acronyms alone– making sure their clients are the first option for anyone looking for their services online.
But Sean X Cummings says there’s new technology on the block that will result in search spending becoming, “a pointless expense.” In this article entitled “How Siri is going to completely change your job,” [LINK] Cummings argues that mobile marketing is quickly becoming the name of the game. More and more consumers are searching and shopping from their phones or tablets instead of their computers, and marketers have to take that seriously or they may lose their jobs.
In particular, Cummings says that anyone not taking Apple’s Siri into account in their mobile strategies needs to reconsider. Apple calls Siri an “intelligent personal assistant,” and “she” is programmed to understand conversational speech and find answers to questions like ‘Will I need an umbrella tomorrow?’ and solutions for problems like, ‘I need my oil changed.’ Siri will listen to your verbal question and then provide the best rated mechanic shops within 10 miles in just seconds.
“If you think you can ignore something as big as Siri from a company as big as Apple, think again,” Cummings says. While acknowledging that Siri is still in beta, he quips that this just means marketers still have time to save their jobs. Instead of concentrating solely on SEO and SEM, he recommends making your business as Siri-friendly as possible now, so that you won’t waste your mobile dollars later.
Understanding where Siri pulls information from is the first key to harnessing this growing power in the mobile world. When consumers tell Siri, ‘I’m hungry for a burger,’ making sure that your restaurant business comes up on the list is becoming more important than being first in a Google search for burger joints in your area.
Becoming Mobile Accessible
According to Cummings, Siri pulls its data from sites like Google Maps and Yelp, which means that keeping these pages current and relevant should be a top priority. Consumer ratings and clear profiles on these pages will factor in when Siri pulls this information for the consumer. Don’t rule your business out by ignoring these simple channels. Encourage your consumers to review your business, and keep tabs on what people are saying.
But a marketer’s work doesn’t end there if they want to weather the mobile storm on the horizon. After making sure Siri can find you, it’s important that your website has an easy-to-use mobile version. Consumers have to be able to interact with your site easily on their phones or tablets, so streamlining your site for mobile is an important way to ensure you don’t lose consumers after you’ve gotten their attention with Siri.
Cummings includes more specific tips on how to make business more Siri accessible now, including using messaging and short codes to attract consumers. “How do you leverage Siri right now? Think messages,” he says. Promoting events, products or even promotions with text messaging allows businesses to start leveraging the power of mobile communications right now. Make connecting with your business easy by phone, but especially through messages.
Search Isn’t Dying – It’s Changing
However, if you are part of a company that has invested heavily in SEO/SEM, Cummings doesn’t say all is lost. “Search is not going to die,” he says. But it is changing, and interactive programs like Siri mean that it’s important to make sure your business is focusing on the right kind of optimization, and not just the desktop application of it. Make sure all the work you are doing to be on page one of a Google search doesn’t take time away from making sure mobile devices can find you just as easily.
“Keep experimenting with new technologies like Siri in order to discover which ones will be relevant to you in the future,” he says. “Often early movers get a multiple on their marketing investment through increased exposure when implementing something innovative.”
Link to entire article: http://www.imediaconnection.com/article_full.aspx?id=31603