Google Partners with Digitas for Mobile Marketing Research and Advancements

Digitas, the business branding specialists, and Internet search giant Google have jointly announced their plans to deliver mobile marketing insights and usage research in a new collaborative project.

On Monday, the dynamic mobile duo dished on the endeavor, which original Google and Digitas search and marketing data to forecast trends, inform investment strategies, and drive increased adoption and deployment of mobile-optimized websites.

Those interested to see what the sort of information will result from the partnership won’t have to wait very long. Google and Digitas have already announced the first output from the collaboration – specific trends from Mother’s Day 2011, the second largest U.S. consumer spending holiday.

Findings from the report include:

* On Mother’s Day 2011, 33% of Google search queries on the term “flowers” came from mobile devices.

* Mobile search queries for “flowers” both on Mother’s Day 2011 and in the week leading up to the holiday increased by over 100% compared with the same periods last year.

* In the week prior to Mother’s Day desktop searches for “flowers” increased from Monday to Friday, then declined on the weekend, while mobile queries steadily increased all week and maxed out on the weekend. While this is in line with general mobile/desktop usage trends, on the weekend of Mother’s Day, the increase in mobile searches on “flowers” was much higher that usual, as last minute shoppers scrambled to find a bouquet for mom.

* Google searches on “mother’s day gifts” were relatively consistent across mobile and desktop suggesting that perhaps flowers were the last minute purchase of choice for many Mother’s Day shoppers.

“The mobile frontier is here and now, and we have a responsibility to our clients to drive an advanced point of view on navigating this terrain. Fundamentally, this starts with foresight and a progressive company like Google,” said Colin Kinsella, President of Digitas N. America. “We are both data-inspired organizations, who understand that data is the spotlight that turns opinions to insights and drives a smart, strategic marketing agenda. I’m thrilled we’ll be able to give these first looks to our clients.”

“The data is clear – people are using their mobile devices to find, shop and buy,” adds Jason Spero, Director of Google Mobile Ads. “But users are ahead of businesses right now. Businesses are not always ready to engage them on mobile. By working with Digitas to combine our insights and experiences, we hope to help marketers embrace mobile and provide their customers with a positive experience on this critical platform.”