A little over a year ago, I wrote a post onmarketing in the semantic web(“semantic marketing”) that tackled the question ofwhat marketing might be like in the semantic web.
I should say that now, the semantic web is probably better thought of as a “web of data” — analogous to the existing web of human-readable content, but layered with structured and linked data that software can easily process. If you haven’t yet seenTim Berners-Lee’s TED presentation about this “next web”, it’s a great 18-minute orientation to the powerful idea of a data web.
Yet still the question remains: what will it mean for marketing?
In my opinion, this web of data has the potential to enable an entirely new kind of marketing — what I previously calledsemantic marketing, but I now think is clearer to think of asdata web marketing.
Data web marketing is about growing customer relationships, increasing the visibility of your firm, and building brand equitythrough the production and delivery of data. There are some parallels to search engine optimization (SEO) and mash-up APIs as they’re known today — but by being structured, linked, and delivered in a standardized format, data web marketing goes even further.