This document discusses strategies for a digital marketing company to harness specialized search capabilities. It recommends putting editors and marketers in control of key strategies to win back search traffic from larger competitors. The company should use search as a traffic generator, gain intelligence from search data to identify content gaps and cross-sell traffic. Additional revenue opportunities include run-of-site advertising, category sponsorships, and keyword targeted ads that integrate the company's ad server and offer payment options like CPM and CPC. It questions whether a self-service advertising model could apply for long tail business-to-business advertisers.

1. AOP - Harnessing Specialised Search January 22, 2008

2. Customers include:

5. Key Strategy Put the leavers of power in the hands of the editors and marketers

16. Questions?