the future of search is context
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The Future of Search is Context
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Ten Blue Links
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Things can go wrong
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What is context?Context: the circumstances that form the setting for an event, statement, or idea.
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Identity
LocationTask
Time
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Context: Time (implicit)
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Context: Time (Explicit)
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Context: Task
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Context: Location
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Context: Location (Augmented Reality)
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Image licensed as Creative Commons Attribution by Mac Funamizu.
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Context: Identity (the personal taste graph)
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Context: Identity
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Whats really going on here?
B
lurring of the concept ofa search engineSearch engines will morph into rich applications
Focused on fulfilling needs, not answering keyword queries
More like personal assistants
Powered by context
Time, Task, Location, Identity, Weather, News.
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Search engine or destination site?
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Are these search engines?
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Siri Goby
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Creating Context
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Creating context (Goby music)
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Creating context (Goby music)
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Creating context (Goby music)
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Creating Context
Linked Data (linkeddata.org or w3c.org)
using the Web to connect related data that wasn't previously linked
Microformats, RDFa (e.g. Good Relations)
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What does this mean for you?
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If you are a brand:
How does your brands webprint answer to context?
This new information ecosystem will reward enabling context
Incent your users to participate & create in social media content will drive context
Produce structured data
Find alternate channels to reach your customers
Figure out where they are and what they care about
Intent-driven interactions convert better than display ads
Think about affiliate programs, location based coupons
Search is the purest expression of intent on the web
Task-centric, structured data search engines can do better
But we are engaged in aguessinggame with the userHelp us by providing better data & better context
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If you are a marketer:
Your job is going to get a lot harder but way more fun
You will have more channels to think about
More diverse media / creative requirements by channel
Blurring of lines between ads and apps (e.g. HTML5ads in iAd)
The era of everyone gets the same answer is over
Traditional SEO is going to wither
Targeting & analytics - BT / Contextual targeting more important than ever
Will see the rise of context exchanges or networks
OwnerIQ an ownership context exchange
Where.com - Hyperlocal ad exchanges/networks
How do Iadvertise to people who are traveling in August?
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#
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In Summary.
10 blue links are dead
Context is king (but powered by content)
You will be able to know youraudience better than ever
Catering to youraudience is the challenge
How are you going to feed the beast?
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