Search

- Since 1984 -

Search is dead.
Long live search.

Individuals

You can search for any thing, on any device, anytime, anywhere with increasing relevance. And now it’s available with voice recognition.

Organizations

Most companies adapt more slowly than consumers to technical trends like search. In fact, most consumers enjoy better search tools than employees in large enterprises. Have you ever seen the codes a travel agent has to type to book a flight?

Media

Advertisers, portals, and search engines are in for a bumpy ride due to competition, continual technology changes, threat of regulation, and fragmentation along vertical-market and geographic lines. Search has never been so complicated and it’s about to get more complex.

Government

Balancing freedom with tech policy is the name of the game. Search creates all sorts of censorship, privacy, data security, trademark and copyright that have limited legal president in case law because the internet crosses most national boundaries.

One thing is certain

The full implications of search are only now beginning to be realized. There’s still lots of room for you, your company and your clients to make an impact.

Digital Information

The amount of info out there will increase 44 times from 2009 to 2020. Search helps sort that out. To be relevant you need to understand how search works.

Vertical Search

In the old days, everyone went to a search engine first. Remember the guy who wanted to know how to “install” Google on his computer? Today, most searches are conducted on social media, YouTube, Ebay and Amazon. Detecting these actions and delivering programmatic advertising is key to a successful digital strategy. It’s no longer enough to be “good” on Google.

Horizontal Web Searches Declining

Horizontal web searches on traditional computers are declining. That means more people are going to specialty (vertical) search engines on specialty topics devoted to a media type, topicality or genre of content, especially Facebook and Instagram. It means an increasing number of people search only through a specific part of the Internet, a vertical slice of it. If you still use cassette tapes in your car, you can ignore this advice.

 

Geo Fence

Geo fencing means you can now deliver ads with precision to everyone in a stadium or convention center. This is some of the best ad targeting money can buy.

Predictive Search

In HEALTH CARE, search activity can alert public health officials of a spreading disease before it gets out of control.
In FINANCIAL MARKETS, search has predict public moods based on abnormal stock returns and trading volumes.
In MEDIA, search can predict the success of failure of movies and games, especially for opening weekends and new releases.
In ECONOMICS, search shows a strong correlation to consumer confidence based on keyword analysis.

Search is over
$1 trillion annually

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ROI

The return on investment for people and companies that use search is great, at least 10:1 for individuals and 17:1 for companies. For advertisers using search the ROI is 7:1 on average.

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