Yahoo reimagines mobile search marketing

Thu 25th of March 2010, filed under Mobile Marketing

Mobile search marketing marches on

Mobile search marketing has taken another step forward with the release of two new Yahoo iPhone apps.

The Yahoo Search and Sketch-a-Search apps have been officially launched on the iTunes store. They give iPhone users the opportunity to access localised results, paving the way for companies to deliver highly targeted mobile marketing campaigns to prospects who are actively looking for a particular product or service.

Guide to the Yahoo Search iPhone apps

The Yahoo Search app aims to move mobile customers away from keyword-based queries. Traditional SERPs are replaced with rich links in a user-friendly format, collecting together localised results, voice search and Yahoo Search Assist. For example, a search for "Avatar movie" returns a rich link containing reviews, local show times, official websites, Wikipedia entries, plot details and cast lists.

And Sketch-a-Search aims to shift mobile customers towards interactive maps. Users simply choose a desired service and draw a shape on a local map, and the app returns a selection of relevant hits. For example, a sketch search for local restaurants brings up a map of all the local eateries along with addresses, customer reviews and intelligent links.

Yahoo Search outlines mobile future

Shashi Seth, senior vice president of Yahoo Search Products, explained: "We want to make it easier for you to use Yahoo Search on your mobile phones and find new ways to deliver information that's important to you. With the fast pace of mobile browser development, this is an exciting time for our industry."

Yahoo is currently in the midst of handing over responsibility for search to Microsoft. When the process is completed, the Bing engine will resolve all natural queries for Yahoo users while AdCenter will be the exclusive paid search platform for its advertisers. The Microsoft-Yahoo partnership received the green light from the US Department of Justice and the European Commission last month.

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