An article on Investor Post makes an analogy between keywords searches on search engines and “push marketing”. It sounds counterintuitive at first – surely a search is, by definition, “pull”? But the author suggests that search engine optimisation (SEO) efforts increasingly mean that the guy who shouts the loudest gets the customer.
The point that they’re trying to make is that that analysis of consumer preferences through data mining social media activity using semantic technology will come to yield a better answer to people’s desires than keywords. It ties in with the notion that sentiment analysis might be a superior way to sample the zeitgeist.