As a digital media sales recruitment firm, our future is obviously tied to the future of digital media advertising. Really, it’s no different than that of any given media property. I’ve written about and linked to articles about iAd and advertising in apps as a challenge to search (Advertising: iAd Apps or Search). Eric Schmidt (CEO) of Google is looking at a future where “search” is not so much of a day to day activity, and what would that mean for Google.
As we evolved in Media Recruiting Group’s focus from print ad sales and marketing recruiting to digital advertising sales and marketing recruitment, so shall we adapt to what the future holds.
The link to the full WSJ article is below. Here is an excerpt, which actually reminds me of an article tweeted two weeks ago (Steve Goldberg on Twitter) comparing future technology to that shown in the movie Minority Report (Minority Report-style advertising billboards to target consumers):
The day is coming when the Google search box-and the activity known as Googling-no longer will be at the center of our online lives. Then what? “We’re trying to figure out what the future of search is,” Mr. Schmidt acknowledges. “I mean that in a positive way. We’re still happy to be in search, believe me. But one idea is that more and more searches are done on your behalf without you needing to type.”
“I actually think most people don’t want Google to answer their questions,” he elaborates. “They want Google to tell them what they should be doing next.”
Let’s say you’re walking down the street. Because of the info Google has collected about you, “we know roughly who you are, roughly what you care about, roughly who your friends are.” Google also knows, to within a foot, where you are. Mr. Schmidt leaves it to a listener to imagine the possibilities: If you need milk and there’s a place nearby to get milk, Google will remind you to get milk. It will tell you a store ahead has a collection of horse-racing posters, that a 19th-century murder you’ve been reading about took place on the next block.