GoodRelationsInGoogle - Wiki of the E-Business and Web Science R. Breaking news: It seems that Google has started to extract and display price details from e-commerce sites if they are expressed using the GoodRelations vocabulary for rich-meta data in RDFa. If you want to use that for your Web site, see the step-by-step instructions or pick a proper recipe for a particular industry from the GoodRelations cookbook. Go to and make sure you are on the US American page (click on "google.com in English" if you are on the localized variant of Google for your country.) Enter the query hepp scsi product. (Direct Link) On the top of the search results page, click on "+ Show options... ". A new column of options appears. Click on "More shopping sites" (towards the end of the menu).
Yes, because Yahoo has recently published an analysis that shows how augmented search results, e.g. such showing price info, reviews, etc., achieve at 15 % higher click-through rate. That means an increase of potential buyers on your page by 15%. <xml> ... ... Marketing with Linked Data (MIT) Marketing and the distributed web. Paul Dunay’s recent post, Marketing Needs to Prepare for the Distributed Web, succinctly heralds the sea change from silos of online marketing technology and content to a far more open model. He gives examples of wikis, blogs, widgets, social networks, and other syndicated content that now live beyond the borders of a company’s primary web site. “If Marketing has become, or is in the midst of becoming, more distributed, then we must prepare to become more distributed in areas like content and measurement. Marketing needs to be ready to start measuring outside of its platform (i.e., its own web site and subdomains).”
This idea is near and dear to my heart, as my company’s focus on post-click marketing has been rallying for marketers to think beyond the web site for several years now. Managing, tracking, and optimizing it all is going to be one of the great challenges for marketing technology vendors and professionals over the years ahead. Marketing in the semantic web. What should be the role of marketing in the semantic web? Should there be any? According to the W3C, the semantic web is about common data formats that make it easy to integrate and combine data from diverse sources. It’s about mapping ideas expressed in human language to data in a way that facilitates automatic processing, where software can programmatically comprehend how different pieces of data are related.
It’s a web behind the web of animated banner ads and branded UI designs. Cool stuff, but it sounds very IT-ish, not very marketing-esque. But consider this circular, three-step riddle: Hint: for generating new business in the non-semantic web, findability = ads, PR, word of mouth, SEO, etc.; knowledge sharing = feature sheets, pricing, case studies, white papers, etc. The answer to the riddle: marketing. But marketing in the semantic web clearly won’t be like marketing in the visual web. Part of this job is uncovering existing data. Marketers: the web of data is inevitable.
Flying home from the Semantic Technology Conference 2009 (#semtech2009 on Twitter), I have to confess that I’m drunk on the Kool-Aid. My presentation on marketing in the semantic web attracted a packed room, and feedback — from both technical and business attendees — was incredibly positive. But it was the sum of the rest of the conference that really inspired me to conclude: The semantic web — or web of data, web 3.0 if you prefer — is inevitable. Now, I’ve been an advocate of the semantic web, and particularly how it might impact the marketing department (“semantic marketing“), for a while.
But I tempered my enthusiasm with reservations about how and when it would come to be. After 20 years working in disruptive technology businesses, one develops a certain pragmatism about the “breakthroughs” that never quite break through. But now I’m throwing off my skeptic’s cloak. Businesses are data-driven. But that’s only the tip of the iceberg. How? The sands in the hourglass are now running. Data web marketing presentation. A little over a year ago, I wrote a post on marketing in the semantic web (“semantic marketing”) that tackled the question of what 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 seen Tim 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 called semantic marketing, but I now think is clearer to think of as data web marketing. Data web marketing is about growing customer relationships, increasing the visibility of your firm, and building brand equity through the production and delivery of data.
7 business models for linked data. Now that major companies are implementing linked data, and more marketing thought leaders are championing data as an outward-facing competitive advantage, the question I’m hearing more frequently is: How do you turn data into revenue? Creating, publishing, and maintaining data takes work. What are the economic incentives for companies to put in the effort? Here’s my take on 7 business models for data web initiatives: I’ve organized these by how revenue is generated, from direct money-for-data to indirect branding programs. Within each of these revenue models, there’s also a secondary dimension of how the data is delivered, whether in raw form for others to leverage in their own applications or embedded into a pre-packaged application provided directly to end-users. 1. 2. 3. 4. 5. 6. 7. Of course, there will be hybrid models that combine several of these approaches.
But don’t underestimate the importance of data branding. For the entrepreneurs in this space, however, everything is fair game.