Can Context Become Bigger than Content?
As globalization continues to pervade, so is the growing demand for technological advances that will make our lives easier. The exchange of ideas, goods and services contribute to people's desire for conveniency and dependency. About 20 years ago, the mere thought of phones that could speak, perform assigned oral tasks, and take high-quality pictures was deemed as impossible. Yet today, people all over the world utilize iPhones, tablets and other smart devices to perform their everyday tasks. They are able to locate driving directions, have face-to-face conversations with people all over the world, and research the answer to any and every question through online search engines.
Context vs. Content Marketing Strategies
While searching for content online has proven to be a reliable and beneficial source, imagine a world in which search engines placed a higher emphasis upon context, rather than content. Content refers to high-quality material that arises when people search specific keywords into search engines. The content of a website is what enables viewers to correctly interpret information, understand what a company does, and gather the services that they need. Context, however, takes into consideration the patterns of behavior of a given user. Take, for example, tabs that may be listed when we search for something online that begins with the letter “P.” Based off of our history, which is usually saved automatically on computers and phones, search engines will provide “fill-ins” of pre-visited websites that also begin with the letter “P.” The time-saving technique is meant to provide us with convenience and a greater overall online search experience. It is also helpful when we fail to remember websites that we have utilized before.
Contextual search engines takes this convenient resource further, aiming to understand the unexpected circumstances of users. Contextual searches base recommendations off of external signals, such as one’s typical online behavior and their present location. It not only takes note of past searches, calendars/scheduled events, and popular times of online usage, it also takes into consideration current circumstances (i.e. a person’s current location, weather conditions, and need) to generate relevant and useful online material.
Context Makes Handling Life Easier
The truth is, many times, people do not know what they need during given circumstances. A person visiting a new city may be unaware of a particular street that is overwhelmed with traffic which would triple driving time. Or one may be caught within the domains of a neighborhood that is stricken with crime and may be placed at a considerable risk of safety. Through context-based search engine programs, you can receive updates of alternate public facilities such as nearby hotels and restaurants. They may also be recommended specific apps.
Context — A Mind Reader?
What may make context more valuable than content may be its ability to provide resources for online users without being instructed. Instead of users typing into search engines questions or their tailored needs, they can rely on contextual search engines to produce what they need. It is almost as if the search engines have minds that align with our own — readily prepared to pursue answers and services to our every need.
Can context really become bigger than content? If the world continues to desire easier ways to handle everyday life, and all of its unforeseen events, context may just overrule.
