Loading ...Although the new decade is already in full swing, everyone still wants to know what to can expect in the coming year. Eli Goodman, the Search Evangelist for comScore, talked to WebProNews and shared a few of the top trends that he sees in the future.
First of all, he predicts that a lot of offline branding dollars will shift into online spending. He said, “There is simply too much money being spent offline on branding and too little of that being spent online.”
Secondly, Goodman expects an increased amount of technology opportunities for in-text search advertising. As he explained, it is the idea that relevant terms could be hyperlinked or underlined within a publisher’s content. As a result, if users scrolled over the relevant term, a search results page could pop up or something more specific, such as a recipe.
Thirdly, he sees a rise in social search and opportunities for marketers in social search. Currently, the search engines on social networks like Facebook and MySpace are powered by Bing and Google, respectively. That said, the search results from both the traditional search engines and the social networks are primarily the same. Because the social networks have access to so much personal information, Goodman believes the social sites need to better leverage their data to deliver more relevant results.
In looking beyond 2010, Goodman said search would be integrated into marketing at a much higher level. He even foresees it eventually taking a large share of the overall marketing strategy.
In addition, he anticipates a crossover between screens in regards to television, phones, and computer screens. If the NBC/Comcast deal gets approved, he believes many more similar mergers will come about to allow users to connect their experiences.
What trends do you foresee for 2010 and beyond?
Spot on! I’ve been talking about the convergence of screens for the past few years and hope we do see that sooner rather than later.
well every body is talking about people listten to friends instead of comercial mesagges, its seem client satisfaction will be again the mail focus on marketing strategies,
have a great 2010 friends
The web is becoming more AD intensive, which is crappy. It was the one place I didn’t used to have to put up with advertising I didn’t want to look at.
I’m TOTALLY OPPOSED to In-Text searching its already a pain in the arse with pop-overs and unders and I have done my best to block these as they are REALLY distracting while surfing.
Valid search results are vitally important, in the marketing arena- advertising is totally useless to MY online experience, keep it off my pages or allow me to block it easily.
Yet, there are still lots of irrelevant results out there and even some businesses still stick to offline ads as their main medium for business conversion.
The web is becoming more commercial everyday, and a lot o people are turning into the web; for this reason the business owners will see the internet as the main medium for advertising instead of offline marketing.
The huge gap between offline marketing budgets and online add budgets does not mean there is “too much offline communication”. Offline communication is still the most trusted form of communication by consumers. So while online marketing budgets should increase to reach out new customer base, offline marketing should be maintained at high level.
With the decline of the print media, I see the only effective ad mediums will be television and the internet. Television is expensive for the small business owners. This leaves only the internet as the only affordable advertising medium for small business owners. Big businesses are basically 800 pound gorillas. They have the money and the talent to advertise where ever they please.
I have been waiting for the convergance of screens and the convergance of TV and computers for a while.
I also believe that social neworks will dominate the search of the future, both within their own sites and from spidered results in the major search engines.
First of all i must state that this is year we also expect to see a growth in budget volumes spent on the internet and less on offline branding.
this is becoming a more reliable and most important measureable and accurate media. as for social media buzzing and advertisment, google seemes to put more weight on social media this upcoming year and it is also noticable right now.
this means tha the budget spent on SMO will serve two goals at the same time, the first is using SMO to bring quality traffic to the customer sites, the second is bulding quality links if the SMO process is done right so we also gain SEO advantages when using SMO correctly.
I think that there will be a push back from the public at some point on the privacy issue. It’s been brewing for a while on the government front. To think the ‘consumer’ wants 24/7 invasion will be a big mistake
I believe the future lies in the realm of mobile internet use. It is going to explode in the near future as technology is improving tremendously.
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Very good advise but I worry sometimes when my TIVO that knows so much about me, records what I like and does’nt know that I might like something else that I later find I wish I had know about it. So in some respects in limits my exposure to some new things that I might had enjoyed had my TIVO just known me a bit better. Just a thought…
David
Wow I didn’t know 6 billion is a small amount of money. Why would you open your statement like that? It makes you look stupid.
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The idea behind search “trends” and search “predictions” has a fatal flaw. Most authors just look at “demand” side and fail to look at the supply side of prediction or trend. Without looking at the supply, or “results” side, predictions are just guesses or throwing darts at a board. We study search demand/supply trends from around the world to find profitable niches and products, and the main problem with predictions is that no one looks at the “supply” side to these predictions. A niche, or hot predictions, is not just a demand side issue, but a supply/demand curve. If you predict IPHONE apps will take off, and there are already 100,000 aps, then you aren’t going to hit that one. If you see that demand for cell phone radiation shields is going nuts and there are only two suppliers, then you can be pretty sure that it will be a good year for those 2 supplies. The software at http://www.TheInternetTimeMachine.com studies both the demand (search volume) and supply (think “results” in Google). The Google Phone is generating much more buzz right now then say the Apple Tablet.
Cheers,
Curt
Here is a video on what I mean.. http://bit.ly/SupplyDemandCurves
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They predicted that google is going to be obsolete due to social networking. Well guess what, they are all guesses. Search Engines are still the best.
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Interesting video, “in-text search advertising” is a mouthful, “rollover ads” are already here aren’t they?
When Mr. Goodman says “social sites need to better leverage their data to deliver more relevant results”, it begins to sound like the great idea that AltaVista had when it was the top search engine (remember), “let’s let our paid advertisers get better organic results!” bye-bye AltaVista (the stakeholders must weep into their Corn Flakes everyday)…similiarly Facebook might lose all of it’s customer base in a flash if it used it’s “data” (it’s customer’s private? information) to “deliver more relevant results” which could mean anything I suppose but I think he means “make more money for the advertisers, and themselves”…like AltaVista did, at their very great loss
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Yes ! Social Networks have to leverage their data to bring about a definitive evolution in the social search space. However, the million dollar question is whether they are capable of doing it in the first place as they still rely on search engine result sets from bing and google.
I have a feeling that it has to work the other way round with the search engines themselves taking the initiative with things like “google buzz” to bring about any visible shift towards social search…and yes, they will definitely rely on social media as is being seen in real time google searches.
However, the debate will always continue regarding privacy concerns as social search gains pace.
Social networks are always great but they are way too complicated for the average user. A simple google keyword search is still more efficient than anything else.
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So in some respects in limits my exposure to some new things that I might had enjoyed had my TIVO just known me a bit better. I though this was much better. Thanks.
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