Directories lead on find as well as search

Search marketing has created enormous value both for internet users and online advertisers. Especially for advertisers, the results of their spend are equitable, reasonable and measurable. However, it is directories that are leading the way both in technology terms and by exploiting and developing new media channels (MW March 9).

No single one of us uses exactly the same language to describe something. This is the source of almost every search engine user’s daily frustration – when you have five minutes to find something and are faced with thousands of irrelevant results. “Translation” facilities are required to rapidly convert the search words I use into the equivalent terms used in the item I am looking for. One leading online directory has already achieved this, resulting in happier users and a closer matching between those users and the directory’s advertisers.

Newspaper publishers should also be learning from directories, as they develop editorial services for niche groups in their readerships and attempt to couple these services with advertisers wishing to reach those audiences. With print in decline, we are seeing a surge in traditional publishers trying to understand their readerships, their attachment to the brand and how interest groups could be commercially developed with additional services.

The clever money is looking out for companies and technologies that can deliver not simply “search”, but also “find”.

Jeremy Bentley Chief executive APR Smartlogik


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here