Learning about ‘implicit’ marketing
With the digital landscape continuing to evolve, whilst also being £2.4bn bigger than the next biggest advertising medium, it’s not just challenging to keep up with – it’s essential to.
Aled, Callum and I visited the Internet Advertising Bureau last week, to attend their course in Digital Marketing Essentials. The course looked at the past, present and future of digital media, specifically at its ‘always on’ nature. We discussed how this has drastically changed the way today’s marketeers, advertisers and consumers can communicate – and explored the opportunities yet to come.
Targeting people, not pages.
John Battelle’s Database of Intentions (see image below) was particularly interesting. We discussed both the explicit and implicit signals of a query – for example, if you googled ‘London tube stations’, the explicit aspect is that you are looking to find out about London tube stations. The implicit aspect is taken directly from data on your phone, e.g. ‘iPhone user, on the street in London, using the Google app’. Being privy to both the explicit and the implicit aspects of the query allows us, as advertisers, to no longer target pages – but people.
Technology can find ways of knowing where you’d like to go before you do. Google launched a system in May 2012 called The Google Knowledge Graph – a databank which collects huge amounts of data about keywords people frequently search for, the intent behind those keywords and which pages those people frequently land on. This means that users can receive already interconnected, informed and relevant information – targeted specifically to their intentions. Google can predict the information a user might be looking for by analysing data from previous searches and monitoring the pages users tend to land on. The pages suggested through the Knowledge Graph are only shown as a result of Google’s understanding of their users’ intentions. The Knowledge Graph is a prime example of Google prioritising the needs of their users, aiming to help connect a consumer with relevant information and content quickly. As advertisers, the upshot is that the content we produce and display needs to be relevant, responsive and, most importantly, informed by the intentions of our potential and current consumers.
The IAB course was extremely useful, informative and interesting – and I personally feel increasingly educated on the exciting current and future possibilities in digital media.
Junior Media Planner/Buyer