360i on Mobile Search
There’s an interesting report at 360i on Mobile Search. It gives an overview of mobile search, explains how search is evolving and gives some search marketing best practices.
One particular point that people forget is to, as 360i says, … "incorporate mobile functionality into the creative".
"Click-to-call can potentially improve conversion rates"
Additionally, I’d say you can also use things like location, the camera (for barcodes etc) and audio input (and output) to improve the user experience and differentiate your service.
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