Database of intentions
Search engines, gathering data about every query and click, build a huge database which John Batelle calls "the Database of Intentions".
He writes: "Taken together, this information represents a real-time history of post - Web culture - and massive clickstream database of desires,needs, wants, and preferences that can be discovered, subpoenaed, archived, tracked and exploited for all sorts of ends"
Opportunity?
The Database of Intentions, becomes an essential source of opportunity research. Users of search engines first get over with the announcement (with their own intention), then it is possible that this intention becomes an opportunity which finds an enterprise (the producer).
The Long Tail
The rule Pareto distribution does not work in search engine marketing! Contact us and find out more!
Marketing in internet search engines means immediate use of database of intentions. An advertiser has a possibility of searching the database and broadcasting the ads for selected words.
The results given by search engines can be divided into two groups: created on the bases of algorithm evaluating service quality and dependent on charges carried by the advertiser.
The first ones are called "organic " or "natural" results, their position depends on the quality of work (SEO) performed over the service and verified by the algorithm. Besides organic results there are so called paid placement listings, which most often can be found on the right side and/or at the top of returned information The entrepreneur can enlarge the precision of the ads targeting, by ads emission only to the internet users from the definite geographic area or selecting the emission hours.
The owners of the internet search engines created platforms of the internet marketing which make possible the management of ads emission on the global scale. Apart from search engines, entrepreneurs using these platforms have a possibility to locate the ads on partners web services.
The total range of platforms (almost immediate access to milliards of users from one place) means that they become an essential intermediary element between an entrepreneur and a customer in the internet communication. They allow demand to meet supply.
Systems, such as Google AdWords, Miscrosoft AdCenter or Panama Yahoo become specific advertising-platforms, because they create a possibility of reaching unlimited advertising space.
Today it is considerably more easily and cheaper to run marketing in the net, they get millions of users in any place in the world, without any contact with mediators or service owners. There are no obstacles for a marketer from Poland to work for Chinese firm introducing its own products on the market in Great Britain, German and Poland.
