Hey, internet marketing world: I don’t give a flying poo about mobile search in North America.
- I have yet to see mobile search earn a real return on investment. A warm feeling that I’m doing Really New Stuff, yes. Dollars and cents, no.
- Using mobile search marketing tools is about as easy as drinking a glass of water while standing on your head.
- The average American or Canadian is more likely to use their cell phone to pick their nose than to browse the web, find a place to shop or otherwise search for stuff.
- The average American or Canadian cellular plan works where people live. Where they can already find everything they need. Where do cells tend to crap out? In other cities, in the middle of nowhere and everywhere else it might be really, really nice to use your phone to find something you really need.
- Data plans actually make voice plans look good. Why would I pay $.99 to find a restaurant? I keep waiting for a cell provider to charge by the letter…
- Cell phone browsers are awful. Yes, I know, the iPhone is the greatest thing since Vicodin, etc. etc.. But even assuming you can display a web page on AT&T’s slow-as-molasses network, there are all those other handsets out there. On those, the average browser looks like a game of Pong.
- Finally, no one in North America seems to understand how to code a site for easy mobile browsing. How many times do I have to explain what ‘standards compliant’ means?!
OK, done ranting. Wake me up when mobile search actually means something.