The primacy of google has and, in the minds of most marketers, will continue to mold the outcomes provided by online promotional initiatives. As an avid user of gmail, I have begun to notice the small text ads that unobtrusively appear at the top of the screen. They are not flashy, they are not detailed, but they are always related to the topic at hand.
For example, I was discussing an assignment known as RCCL, and gmail automatically posted a link to Royal Caribbean Cruise Lines - RCCL. I then mentioned (in the same email) an "e-business module" and was automatically offered a link to online technical training at UBC.
I find the enormity of the potential here baffling - where once we cast out ads as bait and hoped for customers to "bite", we can now provide them a la carte bait that is targeted purely to those who mentioned it. It still needs improvement, but I think the possibilities are astounding.
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