Google, Digitas team for mobile marketing insights

Google (NASDAQ:GOOG) is collaborating with integrated brand agency Digitas to deliver mobile marketing insights and usage research designed to offer brands first looks at emerging trends, inform investment strategies and drive adoption and deployment of mobile-optimized websites. According to Google and Digitas, their partnership will focus on a range of mobile behaviors and patterns over the course of the year in an effort to better understand how new technologies and smartphone adoption are impacting consumer trends, in turn helping marketers more effectively interact with shoppers when they're on the go. 

Click here to a view a larger version of this chart of Google queries.

The first output from the Google and Digitas alliance reports that on Mother's Day 2011, 33 percent of Google search queries for the term "flowers" originated via mobile device, adding that mobile searches for "flowers" increased over 100 percent year-over-year both on Mother's Day and during the week leading up to the holiday. Moreover, desktop searches for "flowers" increased during the workweek but dropped off over the weekend, while mobile searches steadily increased throughout the week before exploding over the weekend. Google and Digitas note that searches on "mother's day gifts" were relatively consistent across the mobile and desktop platforms, suggesting flowers were the purchase of choice for most last-minute shoppers.

For more:
- read this release

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