With the imminent merger of Yahoo and Bing and Google’s relentless product development and accelerated release schedule, there are increasingly new opportunities and threats for marketers and brands alike. And 2010 is looking to be the year when all the little pieces are coming together, making an hollistic approach to search more than ever key to success.
While in particular Google is busy pushing out new products that provides it with more data points to connect and analyse (e.g. think of Google public DNS service for click-stream insights, opt-out personalised search, and even offline and geo location through mobile applications and local shopping), marketers are currently scratching their heads to figure out how to build strategies and tactics around this increasingly social, realtime, local, mobile and personalised web.
The merging of channels will lead to some very real changes in terms of how consumers, brands and agencies will act, and some will be brilliant case studies about the one’s that get it, while other’s that are lacking the know-how or drive to innovate will make for some spectacular crashes. For example, the recent integration of real-time search in the regular Google search results should already be on the agenda of every brand. Is it on yours?
2010 is the year that will force the last pure play actors to seriously start thinking outside their silos to understand the changing landscape of search
What do you think will be the most important developments in search in 2010?
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