Chief Marketing Technologist: Marketing in the semantic web

Posted by chiefmartec under Online Marketing
From http://www.chiefmartec.com 5892 days ago
Made Hot by: on March 10, 2008 4:27 pm

A proposal of 7 ideas for how marketing could leverage the semantic web, in a way that would benefit both organizations and the Semantic Web as a whole. Discussion of semantic marketing, semantic branding, and semantic advertising.

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Comments

Written by JohnH
5892 days ago

Thanks for the clarification. Glad to see I wasn't too far off. :-)

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Written by chiefmartec
5892 days ago

@JohnH, I think you're absolutely right that the semantic web is all about consistency.

When I was raising the question of branding in the semantic web, it wasn't to suggest diverging from accepted standards, but rather engaging in the process of setting those standards. There's a lot of unstandardized domains of data out there, and the ultimate definitions that we converge upon could be more or less favorable.

Definitely agree with you on quality control!

The example you give -- of a third-party that might rate the quality of suppliers -- is an example of what I meant by a "network". Everything is on the Internet, of course, but some "authorities" (i.e., a group or company or consortium that rates others) will have control over their data. All the people participating in that are part of that virtual network.

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Written by JohnH
5892 days ago

First of all, I don't know a whole lot about the semantic web, so what I'm about to say will probably reflect that.

From what I understand, the semantic web (SW) is all about consistency. Any attempt at branding or creativity would make your products invisible. Framing the right metadata would or should be regulated by a highly detailed and universal SOP. The champions of underlying data would be SW accountants, not marketers.

Also, would the creation of SW networks and promotion even be necessary since everything will already be on the web for easy access?

It seems to me that the only place for humans in the brave new world is in quality control. That is, for suppliers to rate their own quality of each product and for a third party to rate the quality of the suppliers -- a rating that's attached to the data of every product.

Like I said, the above may just show my ignorance of the SW, but it's what happens when people start explaining it in such broad terms (not the author of this article, but of other articles I've read). Maybe someone should write an article that paints a more detailed picture (without the techno mumbo jumbo) of how commerce would work under this system. For example, maybe a fictious company that decided to jump into the SW (assuming it's already here in its entirety), and what they had to do and how it impacted their company.

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