Vertical search in specialist publishing Iain Fletcher Vice president, Marketing May 2008

Customers

Vertical search in the context of professional publishing It can involve: just proprietary content GlobalSpec, KnowledgeStorm primarily open Web content SearchMedica a mixture of both Zibb, PharmaLiveSearch

It can involve:

just proprietary content

GlobalSpec, KnowledgeStorm

primarily open Web content

SearchMedica

a mixture of both

Zibb, PharmaLiveSearch

Web search is a habit Everyone uses Web search for business? But not everyone believes that Quality vs. habit An 80/20 rule? Distribution is a key issue Embed yourself in the user’s habitual workflow Web search absorbs half of all online advertising Does widgetisation and atomisation offer an opportunity to change habits?

Everyone uses Web search for business?

But not everyone believes that

Quality vs. habit

An 80/20 rule?

Distribution is a key issue

Embed yourself in the user’s habitual workflow

Web search absorbs half of all online advertising

Does widgetisation and atomisation offer an opportunity to change habits?

It’s the traffic that matters A branded search option is another reason to download and install gadgets, widgets and toolbars

Learning points Vertical search can help your brand For both advertisers and users Some investment is needed Primarily editorial & marketing efforts if using SaaS Vertical search is another tool for your traffic generation kit bag Get the marketing right, and it can generate significant additional traffic Yields generally exceed run-of-site

Vertical search can help your brand

For both advertisers and users

Some investment is needed

Primarily editorial & marketing efforts if using SaaS

Vertical search is another tool for your traffic generation kit bag

Get the marketing right, and it can generate significant additional traffic

Yields generally exceed run-of-site

For a copy of these slides email [email_address]