CHAPTER 3
Search and Web
Every Business’ Workhorse
It is critical for brands to be present and accounted for when consumers use their smartphone to search. Given the increase in people adopting smartphones and the convenience of always having our phone within arm’s reach, it should not be a surprise that mobile search is expected to surpass desktop search by 2015.1 Whether we are looking up a business address, hours of operation, or just getting inspiration on vacation destinations, marketers who do not appear in search results miss prospective sales leads. If a marketer appears in the results but does not deliver a mobile-friendly web experience, they not only miss a lead but potentially a conversion too.
Mobile Is Not Just about Mobility
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