The Future of Search is Context

8/6/2019 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?

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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

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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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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The Future of Search is Context