Use of how, what, who for information retrieval on the Internet and implications for content marketing
Like
other people in the world, Nigerians explore the Internet for specific
information towards attainment of personal and collective needs. In the course
of doing this, the Internet Users use specific search phrases within various
search engines for information retrieval. Infoprations’
analysis shows that the Internet Users in Nigeria employed ‘how to, what is,
and who is’ to retrieve information that helped them in gaining knowledge
power, solving personal needs, understanding the future, attaining achievement and
imitating others, remembering the past, enjoying life and having fun from
January to June, 2018.
The
three phrases were appropriated to retrieve information that provides detailed
and practical advice about ways of doing things, ask for specific information
and understand further information about persons and people based on previous
information accessed offline.
Analysis
reveals that the Users had strong preference for ‘how to’ and ‘what is’ phrases
than ‘who is’ phrase. The preference for the ‘how to’ and ‘what is’ is an
indication that the phrases were better in delivering the relevant information during
the period. In this regard, Infoprations
specifically found 57.8% connection between ‘how to’ and ‘what is’. Further
analysis shows that ‘how to’ delivered 41.3% of the needed information while ‘what
is’ and ‘who is’ failed to deliver appropriate messages by 71.3% and 78.9%
respectively.
On the specific information searched during the 6 months,
analysis establishes that ‘how to’ helped in retrieving information on money,
love, education, communication, life and style, religion, health and employment
by 51.4% while ‘what is’ gave 7.5% of the specific information –money, love,
education, communication, life and style, health and business management. For
the Internet Users who utilised ‘who is’, the search produced 13.9% of specific
information on wealth, profession, celebrities and prominent people, and
religion.
With these insights, content development need to be reinvented. It has emerged that people prefer using ‘how to’ to retrieve information from the Internet in line with the national norms and values (see specific information charts). Content development and marketing companies should dissect the country’s national culture before creating messages for products, people and companies.
With these insights, content development need to be reinvented. It has emerged that people prefer using ‘how to’ to retrieve information from the Internet in line with the national norms and values (see specific information charts). Content development and marketing companies should dissect the country’s national culture before creating messages for products, people and companies.
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