Five Top Innovations to Look for in Search-Based Marketing in 2010

1/18/10

—Personalization based on predicted intent instead of past behavior (based on cookie).

—More robust “universal search:” Better results for text and descriptive searches on videos, pictures, inside games, and applications.

—GPS-based hyper-targeting of search results and advertising on smartphones.

—Ubiquitous and non-text search: Search as an integrated activity rather than a separate activity into videos, music, etc. Search on images, tones, smells, and not just text-based phrases and descriptions.

—3-D search: Search will have new display and navigation metaphors beyond text and html links on a flat white background.

Russ Mann is a co-founder and CEO of San Diego-based Covario. For the past two decades, his career has focused on digital marketing, advanced analytics, and customer relationship management technologies for enterprise-class organizations. Prior to Covario, he was part of the turnaround management team at San Diego's Peregrine Systems. He also worked at HNC Software, Homestore.com, and Onyx Software, specializing in strategy, alliances, sales, marketing and product management. Follow @

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  • http://www.mylykes.com Mike Pierce

    Russ – Glad to see personalization as number one, and that predicted intent is the new frontier. How do we get there? I would posit that it will require a combination of data mining technology and direct interaction with users (utilizing communication technologies). Sometimes the old fashioned act of asking someone a question will suffice to answer this, and the verity of that answer can be cross-checked against past behavior.

    At myLykes.com, we’re focusing on the user-engagement part: We strongly believe that users will provide honest, direct expression of personal needs (esp. wrt future intent) when they trust that they can retain some control over how that expression is used. Almost every site out there (Google, Yahoo, Facebook, etc.) does not provide them that control or sense of comfort, and hence will fall short of full insight.

  • vbd

    re: Ubiquitous and non-text search: Search as an integrated activity rather than a separate activity into videos, music, etc. Search on images, tones, smells, and not just text-based phrases and descriptions.

    Could you expand on what you mean by non-text search wrt images, tones, smells etc.?