The photo above (click to enlarge) gives a better perspective of the larger amount of content that was indexed from 1905 to the eventual 16 large volumes of books in 2004 for the national, industrial B2B buyer's guide, and the thick local Yellow Pages book for B2C consumers. Of course, there were many Yellow Pages books all over the U.S.. But, what the photo doesn't show are the 19.2 billion pages indexed, that Yahoo recently claimed.
Of course, a search engine's search algorithm is designed to cut through all that potential clutter, and present the most relevant results first in an online search. But, what is relevant to one person is not relevant to another or, potentially, even that same person at a different time.
Besides "time", "place", and "content" influencing search relevance, the intent of the searcher is crucial. Yahoo Mindset says it is "Intent-driven Search". But, even though it has a "sliding scale" towards "Shopping" or "Research", it can still have trouble with one word search terms like "tubing". Is the searcher's intent for the product (a hollow cylinder) or the service (rafting)?
Advertising-Marketing utilizes communication which is written or spoken words. So, on top of knowing the intent of the word or words people use when they are searching, advertisers-marketers need to know if the viewer-listener has an intent to buy now, later, or maybe, or never. I believe the buyer decides when he's ready to buy, not when seller decides he wants to sell him.
With Yellow Pages, buyer's guides, or online search the viewer is proactive in wanting to be educated about some kind of information. Yankelovich, Inc. might call this their "Point of Interest". In that same white paper, it says: "Consumers have begun to resist marketing that attempts only to engage their attention irrespective of time, place or relevance. People have started to reject the traditional idea that ads and sales pitches are the price to be paid for entertainment and information."
I believe consumers (buyers,searchers-viewers) have rejected that idea to the point where "Consumer Generated Media" will continue to grow! Pete Blackshaw's CGM blog will keep us up to date as it "develops steam". Do you believe that the consumer-buyer is in control ( Consumer Is King )?
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