How Vertical Search and Semantic Technology Will Change Digital Advertising Even those of us firmly entrenched in the world of digital advertising need only to watch an episode of Mad Men to be struck yet again by how much marketing has evolved. Where we once looked to attract the widest audience possible, effective web marketing today relies on targeting the people most likely to buy our merchandise or book our service at their moment of peak interest. History tells us that, over time, all media fragments into increasingly specific areas of interest. Remember when there were only three television stations? Now there are multiple channels dedicated to interests like cooking, pets, travel, sports, history, science and even channels serving micro-interests like the Military History channel or Horse Racing TV. Likewise, online content typically appears on sites forming around specific areas of user interest. Internet search is also divided into specific verticals, despite the omnipresence of broad search engines like Google and Bing/Yahoo. Five years ago users would type “cheap flight to Miami” or “arthritis remedy” into a search engine query, now they go to their preferred vertical content sites like Kayak or WebMD to find relevant information. Read More: searchenginejournal/how-vertical-search-and-semantic-technology-will-change-digital-advertising/65784/
Posted on: Tue, 20 Aug 2013 14:26:31 +0000