The search industry is always changing as a result of advancement and development. In this video, Anne Kennedy discusses these changes and how they impact the future of search.
Anne has examined the marketplace, researched Google’s investments, and studied how people use and access the Web. Based upon her investigation, she found that customers will look for products and services with video and Twitter. She also discovered that these actions would take place on mobile devices.
According to comScore, the mobile audience in the UK has increased by 10 percent. It has however, doubled in the U.S.
How does Google fit into all this? According to Anne, many people speculate that Google should purchase Twitter, comparing it to YouTube. Anne says that YouTube grew so rapidly that it needed someone like Google to maintain and support its technology. She believes the YouTube acquisition was beneficial to the search giant because YouTube is the television platform for Google to use to develop Google TV as an advertising model.
As a result of its high market penetration, Google has to constantly find methods to sell and reach its customers. If social networks continue to grow and people turn to them for search, and if Google sees that it needs to find more ways to increase its advertising revenue, Anne says that Google may consider purchasing a social network such as Twitter.
The fact that many of the social networks lack a revenue model could be one reason that large players such as Google are hesitant to acquire them. Another drawback for Google at least, is traditional advertisers.
Despite all the questions and speculations, most people agree that the industry has to build new models to quantify spending and determine results. Anne says there is a model that is currently under development called visibility scoring. It looks at the data of visibility outside the site instead of only looking at the traffic on the site.
Although marketers can see the benefits of social media especially in the area of brand awareness, C-level executives have a harder time seeing growth unless they see actual profitability in numbers. With that being said and as budgets continually get tighter, it is even more imperative that models such as that described above emerge.
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