Vertical Search for Publishers

Slideshow Transcript

1. Slide 1: TM Vertical search in specialist publishing Iain Fletcher Vice president, Marketing May 2008
2. Slide 2: Customers
3. Slide 3: 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
4. Slide 5: 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?
5. Slide 6: It’s the traffic that matters A branded search option is another reason to download and install gadgets, widgets and toolbars
6. Slide 8: 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
7. Slide 9: TM For a copy of these slides email ifletcher@convera.com