Blog – Page 94 – Chief Marketing Technologist

Semantic marketing podcast with Paul Miller

October 12, 2008 / Marketing Data / By Scott Brinker / Leave a Comment

Paul Miller of Talis, who also authors ZDNet’s Semantic Web blog, is one of the leading evangelists for semantic web technologies out there. He’s also the person who first inspired my musings on semantic marketing by asking, in an offhanded comment to one of my first posts, how exactly would I envision marketing and the semantic web working together? That brief remark has blossomed into a major theme for this blog, with posts on semantic …

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Marketing technology in a downturn

October 4, 2008 / Marketing Software / By Scott Brinker / Leave a Comment

Steve Rubel has a positive post titled The Collaboration Economy that encourages marketers to face the current economic downturn as an opportunity to become more efficient, open, and collaborative. Those drivers have the potential to usher in a new generation of marketing technology, especially geared towards optimizing the communication and coordination between agencies and in-house teams. Rubel talks about using wikis, internal blogs, and microblogs — which I agree are a great start — to …

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Social media management software

September 28, 2008 / Marketing Software / By Scott Brinker / 10 Comments

At the risk of being accused of falling off the Cluetrain, I find myself increasingly wondering how much of a need there is in the world for social media management as a discipline and social media management software as a tool? I know, social marketing (technically, social media marketing) is all about genuine, authentic, transparent, distributed conversations. And somehow the notion of explicitly managing that process — especially using software to systematize or optimize it …

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Semantic data in your web site now

September 24, 2008 / Uncategorized / By Scott Brinker / Leave a Comment

In my previous post, I gave a hypothetical example of how OpenCalais — the web service offered by Thompson Reuters that automatically annotates semantic metadata for regular HTML pages — might incorporate a kind of semantic advertising. However, unless you’ve personally integrated OpenCalais into your site or blog, it might have been a bit hard to visualize what exactly that semantic metadata could be. Sounds very geeky and abstract, and might leave the marketer in …

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Semantic advertising: 4 different kinds

September 13, 2008 / Marketing Data / By Scott Brinker / 14 Comments

What is "semantic advertising"? (Or, advertising encounters of a semantic kind.) The short answer: advertising that uses semantic web technology, of course. But as it turns out, that definition is highly dependent on how you define "advertising" and "semantic web". With a flurry of innovation happening in both these areas — and their intersection — there are now several different meanings for semantic advertising, depending on who you ask. Here are 4 distinct kinds of semantic advertising: #1: Contextual …

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Semantic branding and gender politics

August 7, 2008 / Uncategorized / By Scott Brinker / Leave a Comment

Just read a fascinating article on ReadWriteWeb, Will the Semantic Web Have a Gender?, that perfectly illustrates the challenges of semantic branding. The article summarizes arguments made by Corinna Bath, a researcher who studies gender and technology, in a recent interview. She makes a case that the semantic web may develop a gender bias because the categories of relationships that are becoming standardized — e.g., the Dublin Core ontology — subconsciously reflect the worldview of …

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Marketer-technologists for agencies

July 8, 2008 / Uncategorized / By Scott Brinker / Leave a Comment

Earlier this week, Adweek published An Open Letter to the CEO of WPP that I wrote as a guest columnist. WPP is one of the top advertising holding companies in the world — up there with Omnicom, Publicis, and Interpublic. Its more well-known subsidiaries include Ogilvy, Young & Rubicam, and J. Walter Thompson. The reason for my letter was to dissuade WPP from fighting Google and Microsoft directly to get a piece of the current …

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Debate on The Long Tail

July 4, 2008 / Uncategorized / By Scott Brinker / Leave a Comment

Chris Anderson’s theory of The Long Tail in Internet commerce and marketing has been one of the more influential concepts in online strategy and business models. Amazon, Google, eBay, iTunes, NetFlix — these are all major Long Tail success stories. I’d contend that many of the current best strategies in search engine optimization are essentially derived from Long Tail theory. These ideas will therefore be naturally extended into semantic marketing and SEO++ accordingly. Even MySpace, …

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Exponentials in marketing: watch out!

June 29, 2008 / Marketing Software / By Scott Brinker / Leave a Comment

Exponential growth in marketing is not just a colloquial way of saying, “wow, there’s an awful lot going on in marketing these days”. That’s true, of course, but I’m specifically fascinated by — and concerned about — actual mathematical exponential growth, where something doubles, doubles again, doubles again, and so on. Let me start with the legend of the chessboard, as adapted from Wikipedia: When the creator of the game of chess showed his invention …

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BrandTags.Net — A Great Experiment

May 12, 2008 / Other / By Scott Brinker / 1 Comment

Noah Brier put together a fantastic little web application, BrandTags.net. The site shows you brand logos and invites you to respond with a one-word or one-phrase “tag” that pops into your mind when you see it. After you submit your tag, you can then see how other people have responded by viewing a “tag cloud” that shows all the words and phrases that other people have submitted, where the size is larger the more people …

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