semantic web and marketing talk at mit
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Semantic Web and MarketingCambridge Semantic Web Meet-up @ MIT
Dean Whitney - Nov 11, 2009
Sunday, November 15, 2009
communication
Sunday, November 15, 2009
communication
Sunday, November 15, 2009
communication1440 - Printing PressJohannes Gutenberg
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
1910 Public Radio BroadcastLee De Forest company
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
1946 Commercial TVRCA
1910 Public Radio BroadcastLee De Forest company
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
1946 Commercial TVRCA
1910 Public Radio BroadcastLee De Forest company
1989 World Wide WebAl Gore/Tim Burners Lee
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
1946 Commercial TVRCA
1910 Public Radio BroadcastLee De Forest company
1989 World Wide WebAl Gore/Tim Burners Lee
2004 Web 2.0/Social WebO'Reilly Media
Sunday, November 15, 2009
communication1834 - Telegraph
Samuel F. B. Morse
1440 - Printing PressJohannes Gutenberg
1840 RadioGuglielmo Marconi
1946 Commercial TVRCA
1910 Public Radio BroadcastLee De Forest company
1989 World Wide WebAl Gore/Tim Burners Lee
2004 Web 2.0/Social WebO'Reilly Media
2010 Web 3.0 Semantic Web
Sunday, November 15, 2009
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
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11/10/09 Garfield Group
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
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11/10/09 Garfield Group5
20094 Billion Tweets
201040 Billion Tweets
People influence each other…
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11/10/09 Garfield Group6
Target audience in the target audience
Sunday, November 15, 2009
11/10/09 Garfield Group
Target Audience
• Influencers
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???
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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
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11/10/09 Garfield Group20
Ideas?
Sunday, November 15, 2009
11/10/09 Garfield Group
Dean Whitney, President
Garfield Group Interactive• Digital strategy• Solution Architecture• Creative Lead
dwhitney@garfieldgroup.com
LinkedIn.com/deanwhitney
@deanwhit
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