Search just finished its first decade! Our US Search teams have put together a look back over the past 10 years and key milestones which have shaped the search landscape today. It’s amazing how far the industry has come in such a short space of time and how much it has changed. Most notably, back in 2000 Google was the default search engine for Yahoo users and now they’re main competitors!
Click here to see The Decade in Search highlights and below our thoughts from Amnesia, it’s effect on the APAC region and what the future is set to hold – for the moment at least!
Why has Google become so strong?
- Leading innovation, products and add ons that are simple for consumers to use and make Google the one-stop shop for consuming and sharing online
- For advertisers they have developed user friendly interfaces, in-depth reporting and free applications such as Analytics and Insights to make sure we can target consumers as effectively as possible on the Google network
- Both Yahoo and MSN have both lagged behind in innovation which has ultimately held back their advancement in the majority of APAC
Key Changes for the APAC region:
- Reputation management – the force that is social is an exciting time as online becomes more of an open forum. As search engines start to rank more and more social content the process of reputation management becomes more challenging and also brings up the age old question – is all news good PR?
- Censorship – hot topic at the moment especially here in Australia. Is the free availability of information set to end? We’ll be keeping a close eye on proceedings and also the effects this may have on advertisers
- China is the key market for change, with recent heavy news coverage that Google may pull out over a combination of high levels of censorship and hacking linked to the government.
- Accessibility – the imminent launch of new devices, such as, the iPad and Android phones, will open up the way people can search and the frequency in which they can do it
- Bing – Microsoft’s new search engine has reportedly been growing, albeit at a small rate. It will be interesting to see locally if consumers in each market will transition once it comes out of Beta and all features are available. Look out Google? Only time will tell!
All in all we are about to enter the next chapter in Search. Especially here in APAC where there are many different types of market, from emerging to mature and everything in between. The key to success is strategy localisation to ensure your advertising is meeting the needs of consumers from very varied backgrounds.
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