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10 - The Future of Sponsored Search

Published online by Cambridge University Press:  05 August 2011

Jim Jansen
Jim Jansen
Affiliation:
Pennsylvania State University
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Summary

As we go forward, I hope we’re going to continue to use technology to make really big differences in how people live and work.

Sergey Brin, cofounder of Google.

Hopefully, our framing shop’s products and services are matched to the desires and needs of the consumer market that our business is targeting, and our products are within the means of our consumers to purchase. However, the consumer market is an ever-shifting target. Technology changes drastically, altering our market analysis. Consumers may consider a product fashionable today but consider it out of fashion tomorrow. They may need a service today, but they may not need it when the context changes tomorrow. Needs of consumers are continually evolving as the array of products change. Competitors enter the market and often make our services obsolete or put price pressures on our business. Rarely does a business have a market to itself for any extended period of time.

Type
Chapter
Information
Understanding Sponsored Search
Core Elements of Keyword Advertising
 , pp. 216 - 228
Publisher: Cambridge University Press
Print publication year: 2011

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References

Jennings, P. 2004. “Persons of the Week: Larry Page and Sergey Brin,” . Retrieved April 4, 2011, from http://abcnews.go.com/WNT/PersonOfWeek/story?id=131833&page=1
Hume, D. 1910. An Enquiry Concerning Human Understanding. Cambridge, MA: P.F. Collier & Son.
Taleb, N. N. 2007. The Black Swan: The Impact of the Highly Improbable. New York: Random House.
Brinker, S. 2010. Agile Marketing for Conversion Optimization. (May 24). Retrieved January 26, 2011, from http://searchengineland.com/agile-marketing-for-conversion-optimization-37902
Jansen, B. J., Zhang, M., Sobel, K., and Chowdhury, A. 2009. “Twitter Power: Tweets as Electronic Word of Mouth.” Journal of the American Society for Information Sciences and Technology, vol. 60(11), pp. 2169–2188.
Jansen, B. J., Zhang, M., Booth, B., Park, D., Zhang, Y., Kathuria, A., and Bonner, P. 2009. “To What Degree Can Log Data Profile a Web Searcher?” American Society for Information Science and Technology 2009 Annual Meeting, Vancouver, British Columbia, pp. 1–19.
Helft, M. and Vega, T. 2010. “Retargeting Ads Follow Surfers to Other Sites.” (August 29), p. A1.
Jansen, B. J., Chowdhury, A., and Cook, G. 2010. “The Ubiquitous and Increasingly Significant Status Message.” Interactions, vol. 17(3) (May–June), pp. 15–17.
Jansen, B. J., Liu, Z., Weaver, C., Campbell, G., and Gregg, M. forthcoming. “Real Time Search on the Web: Queries, Topics, and Economic Value.” .
Jansen, B. J., Sobel, K., and Cook, G. 2011. “Classifying Ecommerce Information Sharing Behaviour by Youths on Social Networking Sites.” Journal of Information Science, 60(11), 2169–2188.
Jansen, B. J. and Spink, A. 2005. “How Are We Searching the World Wide Web? A Comparison of Nine Search Engine Transaction Logs.” Information Processing & Management, vol. 42(1), pp. 248–263.

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  • The Future of Sponsored Search
  • Jim Jansen, Pennsylvania State University
  • Book: Understanding Sponsored Search
  • Online publication: 05 August 2011
  • Chapter DOI: https://doi.org/10.1017/CBO9780511997686.012
Available formats
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  • The Future of Sponsored Search
  • Jim Jansen, Pennsylvania State University
  • Book: Understanding Sponsored Search
  • Online publication: 05 August 2011
  • Chapter DOI: https://doi.org/10.1017/CBO9780511997686.012
Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • The Future of Sponsored Search
  • Jim Jansen, Pennsylvania State University
  • Book: Understanding Sponsored Search
  • Online publication: 05 August 2011
  • Chapter DOI: https://doi.org/10.1017/CBO9780511997686.012
Available formats
×