This article is the third and last in a multi-part series on the future of marketing and the role of semantics, context and intention, as we experience the Internet.
It was obvious that strange Internet know much about us. With our thirst for free applications and our comprehensive monitoring of the privacy we give up for access there are cookies and robot, the endless ideas of what we want.
Do not believe me? Your past remember a line and then at the ads that appear on search their Facebook conversations.
However, it is the result of Big Brother and Big Data, not a kind of ESP that the Internet on our needs and desires.
However, the internet getting smarter and intelligence and knowledge is increasingly to fill a new kind of Semantic Web offer on the most relevant for people in research, but also the results of the most important data for traders that only we can tell about the intention .
For film fans out there, you may remember the movie Minority Report. This movie star Tom Cruise and stop crimes before the intelligence reached a point where I could see that the crime will be committed. At that time, the concept seems pretty crazy, but actually this kind of information is very similar to the Semantic Web can tell you what may be your next big client.
Marketing, if you do not worry that your business will come? What if the Internet can find supported by the data visualization capabilities application?
Well, that's the future not far away. Let me explain.
The Semantic Web is to create clarity in the intention
By definition it is; the idea of "semantic" is to find meaning and purpose and the words of someone. But changed socially validated by today's charts knowledge, research and SEO, most are clarity in what bring wanted today.
Back again to know the example of the query "Chicago Steakhouse" in the first two parts of this series, that seeker was trying to go for a steak in downtown Chicago in a high quality restaurant, although very few people actually appeared words in the search.
The same kind of ability could be approved research also to understand a powerful tool for the marketer what the consumer wants to do. The question arises, how marketers can collect, sort, and use these to connect with the consumer at the right time the right purchase to drive an inevitable their way.
An example for the future purchase intent
One of my favorite examples of a purchase on the basis of the consumer can be almost entirely conducted online, a car to buy.
What could be driven out developed from the beginning of a contempt for providers viscous cars, through a shopping experience that puts consumers buyers have the control if it. Around collecting information that is critical to your purchase
But for a seller if the buyer goes to the seller, it may be too late for them to lead to the purchase of one or other way. But thanks to the power of the Semantic Web that could be possible.
If a buyer could obtain information about a customer who was looking for information and price on three different car models, could probably meet with an interested buyer, but at this stage are undecided which of the three most interested.
While past research clearly shows the intention of the buyer, however, is interested in buying one of these cars. Now that the intention is clear, the next clicks can access the functions or lease more about the exact vehicle they want and how to look for them to show to pay for it.
The use of other queues social semantic data as a public official, could leave the data visualization buyer in a geography that require their networks to a certain type of car. The answers can be displayed graphically to better understand how they may have influenced their networks provide a clear picture of how much the buyer may be interested in the market.
Knowing that the buyer is looking for a lease and a certain type of car with a subset of known properties, could lead the consumer installation acute entire transaction depending on your intention a seller. When it comes to marketing in the direction of a timing model could move over another, when in fact with the intention of data that was provided by the consumer.
Semantic Web is, a better understanding of the traders
Ultimately, it is the marriage of big data, semantic search and user-generated content, which tell the story of Intent for the consumer.
The Web is intelligent, but because we constantly extract tools on the significance of the data. For consumers, our way to go to some improvement content, but it is for the marketers a gold mine for understanding the current behavior and how this can lead to a purchase in the near future.
This trend is in motion and irreversible. Dealer, the first will have the opportunity to maximize urge them to benefit from the advantages of mass customization and tap a 1: 1-marketing experience.
Image: Creative Commons
Daniel Newman is the founder and president of Broad Suite, a marketing specialist who stand on helping brands available, see and hear, concentrated on a cluttered digital world.
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