As Twitter begins teasing users with the idea of bolstering their search engine so that it not only searches through tweets, but also crawls the content of links in tweets, a new door of possibility has opened. This would create a much more time-sensitive search engine, where search results could be populated by content updates within the last hour.
Not only could this change search technology as we know it, but it also could impact your search engine management (SEM/SEO). This would be especially true for buzz marketing. One key way to generate a buzz marketing campaign in the digital age is to create a very specific campaign with a viral capacity, and to create a microsite that is solely used for the campaign (see my favorite example here). While they are created with SEO in mind, with high keyword density, often times there is a lag between their release and when search engines actually show their content. This new search engine technology would pick up on the microsite faster than ever, granted you successfully generate attention to it with twitter users (who are increasingly becoming representative of the American market in demographics). Utilize the power of now in the digital age.
The Takeaway:
With traditional marketing and public relations, timing is everything. In the modern online marketing world, the same is true, and the specificity of time is more acute than ever. While utilizing technologies that allow you this chronological targeting, begin recognizing how changing technologies further change the face of online marketing.
