What Will Be the New Google?
Sometime in 2012, Google is going to surrender its position as “the” place for search on the internet. I'm quite serious. What will replace it? Chatter marketing engines will. They're going to be the leading source of online customer acquisition, retention and lifetime value sometime over the next year-and-a-half. You've probably never heard of chatter marketing engines because they haven't quite hit the market yet, but you will — and very soon.
Chatter marketing engines work by focusing on keywords and keyword phrases in a way that's similar to how search engines work today. The major exception is that these engines canvas the internet for people taking actions around specific keywords, rather than people having to go to a search engine to type keywords into a box.
In addition, chatter marketing engines match keyword hits to a company's customers and subscribers. Companies can directly tune in to online chatter to identify keywords and keyword phrases as they randomly appear in a multitude of sources and conversations. Then, companies can follow up with keyword hits by integrating targeted marketing messages either directly into the conversation or more personally to specific individuals participating in the conversation.
Chatter marketing can potentially change the marketing paradigm. Combining chatter marketing with fly-on-the-wall technologies brings marketing full circle to the offline networking days. The days where groups of people stood around a room chatting, savvy marketers would hover within earshot to eavesdrop and join conversations where their area of expertise would add value to the conversation, and at the same time generate new customer leads.
Chatter engines also provide marketers with the ability to isolate their company's opt-in subscribers in real time as they participate in chatter conversations. Once subscribers are isolated, the company can market to them differently than they market to the chatter world at large. Companies can effectively communicate with all consumers whose chatter triggers predefined keywords and/or keyword phrases by integrating chitchat directly into conversations. Marketers have more aggressive options however, such as response email which is available to them for marketing to their opt-in subscribers.