Is a niche search engine the right choice?

As marketers begin to reach out to very specific consumer groups, whether through targeted advertising or by targeting a specific social network, they are beginning to see the beauty of the Internet. A highly targeted ad, in the right place, can have a high ROI. A new search engine could help marketers even more by targeting users interested in music and videos.

by Kristina Knight

Called SeeqPod, the search engine appeals to users with one interest - music. Users can search for songs and music videos and even watch and listen from the search engine. Though the engine is still in the beta testing phase, the technology it uses is quite interesting. It is said to mimic how the human brain contextualizes music, thereby helping users to find exactly the song they want without sifting through thousands of similar, possible matches.

Once they have found the music clip or video, users can embed it into their social networking profile pages and playlists, thereby sharing it with the world.

How does this help marketers?

The technology used to conduct the searches is also available to ad networks and social networks to improve the user experience by better targeting what they want.

Though there are a plethora of search engines out there, and Google and Yahoo manage to snatch up the bulk of users, there are a select group of users who want very specific results. Finding these users through niche search engines and connecting them with marketer's products and services is a great way to increase the ROI of a paid search campaign.