Sophisticated Search Technologies Could Displace Behavioral Targeting
Sophisticated technologies like this one makes me wonder if SEM technologies that target ads will make behavioral targeting technologies of the past obsolete. Search has become a strategic marketing channel, and I can't help but think behavioral targeting technologies will come in second to platforms that can target based on behavior rather than those that follow consumers through the Internet collecting and sharing information.
After all, along with Google Instant, these technologies predict intent. I have seen the transition occur in other industries much older than the online advertising industry.
Although a far cry from traditional behavioral targeting technology, Adchemy's software as a service platform (SaaS) automatically tailors marketing messages in paid search ads based on intent by interpreting the consumer's online searches.
SEM agencies and Fortune 100 companies in telecom, insurance, consumer banking, retail and CPG continue to test Adchemy WordMap. Some notice a rise in paid search conversions by up to 400%, according to Anurag Wadehra, senior vice president of product and marketing at Adchemy.
The intelligence built into the Adchemy WordMap application will allow marketers and search engine marketing agencies to dramatically improve the performance of paid search campaigns. Adchemy WordMap extracts the underlying consumer intent or attributes such as brand, price and color. If the consumer searches for "cheap laptops," it signals the value in the keyword "cheap." Search queries create a word map that tells the technology the ads to serve up, which allows the platform to target ads based on consumer behavior.
The word map built with natural data can be stored and hosted for periods of time. All the search queries then run against the word map. If someone searches on "a white shirt for a party" the copy for the paid search ad gets constructed to serve the consumer searching on the query.
A relational database organized by topics matches the relationship with the queried words. Keyword expressions determines how intent signals get grouped together to become queries, allowing marketers to parse out keyword or query intent -- intent that might displace what we've come to know as traditional BT.