Don Wedington / Marketing / April 13th, 2008

New Search Targets Minorities and Challenges Google For Search

Google has yet another search nibbling at the giant’s dominance in the space.  This article in the NYTimes talks about a new search, called Rushmore Drive, that is targeted toward specific minority groups.  This is interesting for a couple of reasons, but if successful they could at least cause Google to yet again tweak their algorithms to better refine their search results.

I am not sure if this search is something that will ultimately be triumphant, but creating a niche within the huge market of search can certainly be lucrative.  I guess one goal could be to get enough users where one of the big players (Yahoo, Microsoft, or Google itself) just comes in and buys you out.  I am not saying that everyone “sells out” or anything, but who doesn’t want a potential truckload of money?

With so much of the online ad dollars being spent in search, I have to think that the time is right for a niche engine like this as everyone is scrambling to snag targeted niche groups to bring a better ROI for their ever scrutinized marketing dollar.

Very interesting indeed…