MSearchGroove

As regular readers may have noticed this site tracks the industry developments that will ultimately match content with the individual’s profile, preferences and context rather than according to a one-size-fits-all content-push paradigm based on our assumptions about what “users” want. (A term I loathe and only use as shorthand to get us into this exciting discussion…BTW: Here’s a thought-provoking post from Max Kalehoff, VP of marketing for Nielsen BuzzMetrics. He suggests we just say “people”!)

To underline the importance of context I’d like to share a worthwhile post (via iMedia Connection) from Daniel Todd is co-founder and president of Zango, an online media company. In his view, the industry is at a crossroads – about to embark on a path that leads to BT 3.0 (BT here stands for behavioral targeting).

He writes: “BT 3.0 will be the point at which advertisers can combine mobile, online and home entertainment system behaviors into one master profile to better present customers’ relevant offers at the optimum time and place for both sides. That doesn’t mean, however, that online advertising should likewise mature to resemble TV advertising. That would be like Blu-ray reading the VHS playbook. As search marketing has proven in spades, putting advertisers in the right place and at the right time to present offers or influence brand impact is the target for which all platforms should shoot.”

He continues: “Ultimately, all content will be supported by subscription, brand-integration opportunities, and/or BT/contextually time-shifted advertising systems. Some advertisements and brand integration efforts may be so relevant that the category of “advertainment” will take hold. Regardless of the time frame, getting ahead of the behavioral targeting and place-/time-shifting curve is a near-term return on investment that pays dividends in perpetuity.”

Against this backdrop, it’s clear that relevancy will play a pivotal role in our content consumption experiences. Content-selling strategies and mobile search services that try take the easy way out – and ignore the increasing importance of relevancy - will prove to be short-sighted and short-lived.

• Posted in
• Personalization, Mobile Search, Mobile Content, Mobile Advertising

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