Semantic Web and Marketing talk at MIT

1

Semantic Web and MarketingCambridge Semantic Web Meet-up @ MIT

Dean Whitney - Nov 11, 2009

Sunday, November 15, 2009

communication


communication


communication1440 - Printing PressJohannes Gutenberg


communication1834 - Telegraph

Samuel F. B. Morse

1440 - Printing PressJohannes Gutenberg



Samuel F. B. Morse


1840 RadioGuglielmo Marconi



Samuel F. B. Morse



1910 Public Radio BroadcastLee De Forest company



Samuel F. B. Morse



1946 Commercial TVRCA




Samuel F. B. Morse





1989 World Wide WebAl Gore/Tim Burners Lee



Samuel F. B. Morse






2004 Web 2.0/Social WebO'Reilly Media



Samuel F. B. Morse






2004 Web 2.0/Social WebO'Reilly Media

2010 Web 3.0 Semantic Web


11/10/09 Garfield Group

Integrated Marketing

Results (KPIs)• Search rank

• Audience Acquisition

• Brand recognition

• Quality of Engagement

• Leads & Customers

Tactics• Websites/blogs

• Lead gen programs

• Organic Search

• Apps (Twitter, Facebook)

• Social Media

• Branding/Print

3Sunday, November 15, 2009


The consumer decision journey

• Consumers are moving outside the purchasing funnel—changing the way they research and buy your products.

McKinsey & CompanyJUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000


11/10/09 Garfield Group5

20094 Billion Tweets

201040 Billion Tweets

People influence each other…



Target audience in the target audience



Target Audience

• Influencers


8


8

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Semantic Web





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What’s Web 3.0 in the Marketplace?

1. Consumers find products faster and easier

2. Higher quality products and services

3. Easier than ever to deliver value








Ideas?



Dean Whitney, President

Garfield Group Interactive• Digital strategy• Solution Architecture• Creative Lead

[email protected]

LinkedIn.com/deanwhitney

@deanwhit


Technology

Semantic Web and Marketing talk at MIT