{"id":2784,"date":"2008-03-16T08:59:53","date_gmt":"2008-03-16T15:59:53","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2784"},"modified":"2008-03-16T08:59:53","modified_gmt":"2008-03-16T15:59:53","slug":"the-future-of-marketing-intent-and-content","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2784\/the-future-of-marketing-intent-and-content\/","title":{"rendered":"The Future of Marketing: Intent and Content"},"content":{"rendered":"

John Battelle <\/a>wrote a book a while back called The Search<\/strong> <\/a>which is\u00a0basically about Google. In this book he discusses, among many other topics, the mountain of information being gathered by search engine companies and gives a few scenarios of how this might affect adverising and marketing. One particular scenario is something I think is not too far away from being a reality.<\/p>\n

He uses a couple gathering information about the expected birth of their first child, how the husband is badgered into taking a part and learning about child-birth, parenting and such, so he begins searching — searching for articles, searching Amazon for books, etc. Battelle’s point is the merging of intent-based and content-based advertising. The husband then gets with his wife\u00a0to use\u00a0the TV search capabilities to find the programs related to child-care and parenting.<\/p>\n

He goes on with the scenario describing the behind-the scenes computer gyrations that trigger connected sites to form the “intent” and begin the auctioning for advertising — all this taking seconds, from TiVo to Amazon to BabyWorld.com to whatever other connection he’s made.<\/p>\n

When they start the child-care programing, in the corner of the screen is a message that three advertisers have information packages. The agreement with the\u00a0cable\u00a0program services is that he will access the ads every so often in order to get an incredibly low cost for the program services. He really doesn’t mind this because he’s found the ads very useful and pertinent to his needs.<\/p>\n

The auctioning process behind the scenes was preset by advertisers with a maximum bid they will go, or they\u00a0set to\u00a0always bid the highest for top placement. The bids are in and three advertisers have won the top spots.<\/p>\n

When the husband clicks on the ads, he not only gets a textual ad saying “We’re the greatest”, he gets links to information sites, discount offers, a whole package of useful content.<\/p>\n

Now, plug in a home searcher and\u00a0real estate\u00a0and we get a glimpse of what the future might hold. I won’t even go into the predictions of barcoding technology, but imagine scanning your smartphone over a barcode on a for sale sign and uploading Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

John Battelle wrote a book a while back called The Search which is\u00a0basically about Google. In this book he discusses, among many other topics, the mountain of information being gathered by search engine companies and gives a few scenarios of how this might affect adverising and marketing. One particular scenario is something I think is […]<\/p>\n","protected":false},"author":33,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6],"tags":[65,97],"class_list":{"0":"post-2784","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"tag-real-estate-marketing","8":"tag-the-future-of-real-estate","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":1291,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1291\/birth-of-a-zillowbot-a-faster-way-to-pee-on-the-tree\/","url_meta":{"origin":2784,"position":0},"title":"Birth of a Zillow.bot: A faster way to pee on the tree","author":"Greg Swann","date":"April 11, 2007","format":false,"excerpt":"I have a little prototype of a Zillow.bot. Here is all it does for now:It takes as input a download of listings from the ARMLS systemIt isolates the street address, the price, and the listing brokerage, throwing away all the other fieldsIt sorts these newly concatenated fields by street name\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1179,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1179\/realtybots-are-for-shopping-but-mls-systems-are-for-searching\/","url_meta":{"origin":2784,"position":1},"title":"Realty.bots are for shopping, but MLS systems are for searching","author":"Greg Swann","date":"March 20, 2007","format":false,"excerpt":"FBS Blog makes the case. I'm still wondering how I might go about shopping for a triplex... Technorati Tags: disintermediation, real estate, real estate marketing","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12277,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12277\/killer-real-estate-videos-that-wont-kill-your-budget\/","url_meta":{"origin":2784,"position":2},"title":"Killer Real Estate Videos That Won’t Kill Your Budget","author":"Sean Purcell","date":"June 15, 2010","format":false,"excerpt":"Yesterday I put up a post on Marketing Videos and Real Estate.\u00a0 My plea was for more creativity and less facts.\u00a0 My point? An agent who\u00a0gets creative and starts using video wisely\u00a0might just take down the\u00a0Goliath agent in their neck of the woods.\u00a0 The very first comment,\u00a0from\u00a0Tallahassee Realtor Barry Bevis,\u2026","rel":"","context":"In "Innovation"","block_context":{"text":"Innovation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/innovation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1701,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1701\/when-youre-not-busy-searching-for-maricopa-county-real-estate-you-can-have-yourself-a-great-maricopa-county-picnic-just-whip-up-some-tasty-maricopa-county-sandwiches-and-pack-some-frosty-maricopa-coun\/","url_meta":{"origin":2784,"position":3},"title":"When you’re not busy searching for Maricopa County real estate, you can have yourself a great Maricopa County picnic: Just whip up some tasty Maricopa County sandwiches and pack some frosty Maricopa County beverages, but remember to keep an eye out for those nasty Maricopa County scorpions","author":"Greg Swann","date":"July 26, 2007","format":false,"excerpt":"Comes news today that a keyword-packed fake weblog is every bit as attractive and satisfying as an inflatable spouse. I don't doubt it for a minute, but if the objective is to snare random morons by deception, I think a \"stealth\" web site is a better-yielding joy-doll. I swear to\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2661,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2661\/some-well-deserved-kudosfor-some-friends\/","url_meta":{"origin":2784,"position":4},"title":"Some Well Deserved Kudos…for some friends.","author":"Eric Blackwell","date":"February 26, 2008","format":false,"excerpt":"One of the things that the Greatest Real Estate Agent in the World has taught me (or maybe re-enforced to me) is the power of relationships and the wonderful power of giving. Paying it forward is more than just being nice, or the Golden Rule. It is a powerful marketing\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12998,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12998\/hold-on-tight-for-the-rider-of-your-life\/","url_meta":{"origin":2784,"position":5},"title":"Hold on tight for the rider of your life…","author":"Greg Swann","date":"August 14, 2010","format":false,"excerpt":"Seen this morning in Surprise, Arizona. That's a pre-printed rider, too, courtesy of the local board of realtors. I might have said \"Not Bank-Owned\" instead of \"Not A[n] REO,\" but, either way, we're seeing the birth of a powerful new marketing message.","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2784"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2784\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}