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Econsultancy raised an interesting argument regarding the integration of real time features into conventional search engine formats. With Twitter and Facebook providing updates by the millisecond and the huge popularity that both have subsequently achieved, questions have been asked over whether the likes of Bing, Google and Yahoo should follow suit.
Well, as we’ve reported Bing have already integrated real-time search while Google are still finding real-time search ‘interesting’ – no news on Yahoo or the others. Bing’s first foray into the world of real-time (documented in Bing Unleash Real-Time Search) includes short snippets of some of the most popular Twitterati’s contributions.
However, the question posed by Econsultancy, which is incredibly valid, is what real use will this information have in a consumer society? If you’re looking for goods and services, real-time is unlikely to offer anything relevant. By tapping into millions of private conversations and an equally high number of marketing messages, what chance do you really have of finding exactly what you want?
Real-time only really comes into its own for news trends. Everything from entertainment gossip and hard news are distributed at an incredible pace, far faster than any news agency could ever achieve. At the moment, this is surely the only benefit of real-time search. Until significant filters are put in place, the old style of algorithmic searching with accuracy as the primary criteria won’t be toppled. Real-time has a future, an important one too, but work will need to be done if it is really going to come to define the way we all search.
To read the Econsultancy post in full visit their site and select the article Real-time, red herring: why real-time on the consumer internet isn’t the real deal.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.