This panel had quite a few case studies to show how some people are having sucess with local mobile campaigns.
Dan Hobin, CEO of G5 Search Marketing, whom I interviewed earlier in the day with their press release and mentioned the Self-Storage campaign with Facebook and forwarding the coupon/offer to their mobile phone.
Bryson Meunier from Resolution Media, had some good advice about how mobile is similar to the web in terms of the objectives and methods of producing a repurposed campaign for mobile. Since analytics is essential for measurement and performance, not all tools are created equal. The problem stems from the mobile devices that lack the level of tracking and information collection that can be achieved from a web browser. However if there is an approach that can engage the target audience with the focus around mobile, there are some winners out there. Promotion is key to ensure the uptake for mobile, utilizing offline and online methods to drive traffic is important as well.
What To We Think?
The general consensus among the panel was that injecting local to the equation of search is not simply adding zip codes, city and other geographical keywords. It requires some creative thinking about how to approach the problem and even more so when it comes to a mobile offering.
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