By 2012, more than 20 percent of all search queries will come from a mobile device. Rich Devine, Director of Earned & Bought Media from ZAAZ presented this deck at SXSW Interactive 2011. While there is growing focus on creating mobile site experiences and applications, not enough businesses focus on their mobile search experience. Just because you’ve optimized search for the desktop doesn’t mean it works on a mobile device. Mobile search is different than desktop search—and for many businesses, it’s a critical step toward customer success. His discussion focuses on three core actions: how to shift toward new paradigms for successful search marketing that include local and hyper-local search experiences for mobile, how to optimize site designs for mobile search, and how to measure the performance and value of mobile search.