When you think about the search behavior of the average person online – we are mostly conditioned to search in very routine ways like pulling up a Google search page, using the toolbar in your browser etc. And we tend not to stray from that behavior now. It’s almost an unconscious choice for most of us.
But when it comes to search on a mobile device we mostly use very specific apps, like Yelp for Restaurants or Flixter for Movies – where the search result is much much richer – you not only get results that are more relevant but you also get a chance to make a reservation, get directions, buy a movie ticket right there within the application.
If you look at the share of mobile search that the Google app has it is minuscule compared to their share of the browser based search market. This is why Google is so interested in buying apps like Yelp or launching their own phone like Nexus One since they realize this is the year mobile search really takes off and if they just stick to browser based search their overall share will diminish.
OK so what does this mean to B2B Marketers?
While there is no app yet for finding and reading Thought Leadership on your iPhone or an app for finding advice from an Expert in a particularly difficult technology topic (business idea?) perhaps there will be shortly. Maybe apps like foursquare could have a business to business version in the near future. I think as B2B Marketers we need to be open to and looking for those types of opportunities – because one thing is for sure – the devices we have in our hands are going to only get better and traditional search while it may always be around in some form – new avenues on mobile devices are going to open up for us.