October 12, 2007 | Friday

Wallet or mobile phone – what would you give up?

By Rob Shaw, CTO  in Events |Search Expertise

I was invited to represent Latitude this week at the latest Insider magazine roundtable event sponsored by the Manchester Metropolitan University Business School. The focus was on how marketing is changing and how it will look in the future with the latest developments in technology.

One of the hottest topics was the importance of mobile as a marketing medium both through delivery of text messaging and Web browsing.  The group agreed that with the increase in quality of handsets and the increase (albeit slow) in mobile data speeds, designing a website and a search strategy for mobile devices is a consideration for everyone today.  I spoke to a contact at one of the major mobile operators last week who had just commissioned a survey of University students asking them “if you left the house and forgot your wallet and your mobile and you could only go back for one thing, what would it be?” More than 50% said their mobile which demonstrates the ubiquitous nature of the device. 

I shared my view with the group that the growing popularity of ‘smart phones’ such as the iPhone and the Nokia N95 would increase the importance of local search which was key to the smaller businesses serviced by Latitude White.

The debate also covered the importance of any reputable company having a quality website. The consensus was that companies without a site are very much in the minority and virtually all companies recognise that development of a site was not simply enough and that good SEO design and strategy was critical in the planning stages and to a website’s ultimate success.  It was pleasing to hear from the Web development companies that whilst they can develop quality sites, that represent the brands of their Clients in innovative ways, their work was often wasted if the client did not have a search marketing strategy.

It was clear from those around the table that there is still massive growth in search ahead for all companies. Particularly apparent is that search’s adoption by SME’s is still in its early stages.  The fact that organisations like the MMU Business School wants to hear opinions from industry leaders to share with it’s students is encouraging for future of the industry and for new graduates wanting to get involved.

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