Vertical Search for Publishers
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Vertical Search for Publishers

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Presentation given by Iain Fletcher at the ePublishing Innovation Forum in London on May 7th 2008

Presentation given by Iain Fletcher at the ePublishing Innovation Forum in London on May 7th 2008

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Vertical Search for Publishers Vertical Search for Publishers Presentation Transcript

  • 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
  •  
  • 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?
  • 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
  • For a copy of these slides email [email_address]