Searching tools and their implications in communication and marketing

Abstract

The web 2.0 has promoted the popularization of tools of communication through computer, what has brought about an exponential increase in the amount of sources on the web. Thus, information has been exchanged between source and receiver with less and less interference of official intermediary channels (such as companies, governments and other kinds of organizations). On the other hand, search engines have been improved. This paper aims to emphasize the role of such devices in this context, as well as the current innovations in this field, special attention to web semantics.