Daniel Newman of Forbes recently wrote his third and final article in a series on the future of marketing and how that future is interwoven with semantic search. Newman writes, “The internet is getting smarter and this growing intelligence and insights is populating a new kind of semantic web that is providing more than just the most relevant results for people searching, but also some key data to marketers that may just tell us about intent. For movie fans out there, you may remember the movie Minority Report. In this Tom Cruise feature film the star would go out and stop crimes before they would happen as intelligence reached a point where it could see a crime that was about to be committed. At the time the concept seemed pretty far fetched, but really this type of intelligence is very similar to how the semantic web may be able to tell you who may be your next big customer.” Read more
Marketing & Advertising
NEW YORK, NEW YORK, Jul 31, 2014 — ADmantX, the next-generation contextual analysis and semantic data provider, today announced the completion of $2.4M financing. As demand for new audience data and semantic targeting increases, the investment will support the company’s strategy for commercial expansion and evolution of its product line.
Increasing reliance on data for brand protection, audience profiling and optimizing the match between ads and page content require solutions for targeting that are innovative and effective. Read more
Daniel Newman of Forbes recently wrote, “Businesses today are largely online and they have in droves taken their web presence from where it was a few years ago which was likely an “Online Brochure” to some type of second generation website that considers trends such as social media, content marketing, and of course search engine optimization. The reason we as business owners do all of this isn’t because we love technology (not all of us, at least), but rather because we know that people are doing more and more of their research about what they want to buy, and who from, online.” Read more
BOULDER, Colo. & SAN FRANCISCO–(BUSINESS WIRE)–sovrn Holdings, Inc., advocate of and partner to almost 20,000 publishers across the independent web, today announced it is partnering with Temnos, a leading content analytics company, to analyze, filter and organize millions of pages of content across sovrn’s network. Using the Temnos Content Intelligence Platform, sovrn will be able to deliver highly targeted content and more relevant online ads, giving publishers more opportunities to monetize their content and marketers the ability to maximize reach, performance and brand awareness. Read more
Dave Lloyd of ClickZ recently wrote, “2014 has been heralded the year of content marketing. At the same time, we’re optimizing our search marketing practices for the semantic search environment. Together, there’s a need to merge the two different objectives into a unified strategy. From a search marketing perspective, it makes sense to integrate content marketing and semantic search optimization practices. The introduction of Hummingbird has taught us to deploy search optimization strategies that contextualize queries. Digital marketing with content, on the other hand, is deployed to drive traffic and engage prospects. You can see where the two might combine to form a natural single-track strategy, right? Read more
NEW YORK, June 4, 2014 (ADOTAS) – Sizmek Inc. (SZMK), a global open ad management company that delivers multiscreen campaigns, announced today that Peer39, its suite of data solutions, has made available new weather targeting attributes for pre-bid buying platforms such as AppNexus. For the first time in the industry, advertisers, agencies and trading desks can target programmatic buys using a variety of pre-bid weather data attributes including temperature ranges, presence of various weather events, current conditions, flu severity and, soon, pollen counts. Read more
NEW YORK–(BUSINESS WIRE)–NTENT [formerly Vertical Search Works], a semantic search technology company delivering cross-channel content and advertising experiences, has been recognized as a leader in the industry, winning the award for “Large Technology Innovator.” Hosted by SmartCEO Magazine, the Voltage Awards celebrates the increasing role that technology plays in the business community and recognizes leaders for their creative vision and innovative solutions. Read more
NEW YORK, NEW YORK — (Marketwired) — 04/10/14 — ADmantX, the next-generation contextual analysis and semantic data provider, today announced that the U.S. Patent and Trademark office has awarded patent US 8543578 B2 for its flagship semantic technology. The ADmantX technology automatically comprehends content in both advertising messages and page content to ensure brand-safe, effective ad delivery.
Scott Brinker, whom we have covered many times in the past because of his insights into semantic technology and marketing, has written a new short book about modern marketing trends. The author presents “seven transformative meta-trends in modern marketing.” In the forward, he identifies these trends as “…wield[-ing] tremendous influence on the current evolution of marketing strategy and management.” The trends Brinker identifies are:
- From traditional to digital
- From media silos to converged media
- From outbound to inbound
- From communications to experiences
- From art and copy to code and data
- From rigid plans to agile iterations
- From agencies to in-house marketing
While he does not mention semantics explicitly in the book, knowing Scott as we do, we were curious about his thoughts on the subject. We caught up with him to ask, “So, how does this fit in with Semantic Web Technologies?”
Brinker responded, “Semantic web technologies are a great example of how technology is continuously changing what’s possible in marketing and business. But in the absence of ‘marketing technologists’ — these hybrid professionals who can translate technology capabilities to marketing opportunities, and vice versa — much of that potential remains untapped.”
“Structured and linked data can have such a tremendous impact on shaping customer experiences in a digital world. While not every marketer needs to understand the technical layer of how to make that happen, they need to have a sense of what’s possible — and they need to be able to work with more technical talent, as part of the modern marketing team, to make it happen.”
Brinker, who coined the term “Chief Marketing Technologist,” is offering the 40-pager as a free download on his website.
NEXT PAGE >>