In addition to focusing on today’s issues, smart marketers keep trends and likely future developments in mind. That’s why I’ll share how I see paid search evolving in the reasonably short term.
To start, let’s cover trends that will shape the future of paid search.
Intuitive Search And The Influence Of Mobile
Searching per se will become a thing of the past as Google and others players get better at intuiting the information we’re specifically looking for.
To intuit our needs, companies will use first-party data, like what people are searching for when logged in. In addition, we’ll see companies use third-party data they have on similar users and likely use various big data sources, as well.
We see intuitive search developing like intelligent personal assistant tools like Google Now and Cortana. With such tools, it not about search so much but more about supplying contextual info and functionality for your daily tasks, providing you with needed information before you even know you need it.
For example, the assistant could remind you of an upcoming flight and ask if you need transportation like a cab to get to the airport. The suggestion of a cab would be based on past search activity (or purchase activity) before a flight.
As these devices become better companions and better able to predict our next moves, where is the monetization? There’s obviously a serious gap here.
1. Larger “Mobile” Devices
At a simple level, the issue of screen real estate scarcity on mobile is being solved with the trend toward larger “mobile” devices. Larger devices will: