Just as Facebook launches their advanced search engine, Graph Search, Yahoo is developing a mobile device product that will serve up personalized web content to users based on their interest graph. An interest graph is a collection of user activity across social networks and other sites.
Marissa Mayer, CEO of Yahoo, discussed the development of the Yahoo mobile interest graph on Bloomberg TV at the World Economic Forum. Yahoo is emphasizing that the key to their comeback will be through their mobile experience. Watch the full interview below by clicking the link:
Marissa Meyer Bloomberg Interview Video
An interest graph offers a new way to develop connections based on what people like, not just who they know. This is important to marketers because it gives them a chance to directly tie together social interests and better serve accurate ad content. Most people make connections on Facebook based on who they know, but rarely make connections with strangers who share similar interests. By allowing people to follow or engage with reviewers, individual products and individual categories, you can enable opportunities for shared social interests and discovery.
The Yahoo personalized mobile web content will allow users to personalize their online mobile experience. Ever since Facebook launched their Graph Search, companies have been able to learn about interests of their customers and been able to serve information that creates the personalized experience. By having a personalized experience and shortening the latency to purchase or lead, using information from interests is a great way to keep users, fans and followers engaged with their own custom interests.
By using interest graph information to craft campaigns, you benefit the consumer as well as the brand. Consumers want to see products, events and content that interests them. Yahoo’s plan to innovate and personalize the web, more specifically the mobile web, will shape the future of online marketing.