Description

Being Dialogic explores the content of marketing communications on the Web in their dialogic and data aspects. Bringing together theories from the fields of marketing communications, dialogic theory and Semantic Web practices and research, the book presents how web marketing content can and should be used for building semantic relationships between data nodes by using schema.org in concert with adhering to dialogic principles for communication on the Web.

In Part I: Cyberia And Its Communication Riches we will look at the ways marketing changes from a practice of manipulating the marketing mix towards a practice of knowledge management. Through a three-part conceptual model, consisting of a user, a set of channels and a cornucopia of content we will put marketing communication on the Web in the broader context of the shift in communication and exchange networked society brought. We will also look at content as a communication artifact, interoperable data code and semantic capital trying to crack it open for dialogic experiences.

Part II: You say Digital, I Say Dialogue aims to get us closer to the concept of dialogic communication and examine it in a marketing context. We will walk into the worlds of dialogue, dialogic communication, relationship marketing and PR dialogic theory, to more clearly see the dialogic potential of the Web and our data on it. We will look at the different approaches towards understanding Dialogue to further see which marketing lineage of research brings dialogue closer in its theories and practices to marketing communication. We will also explore the pillars of relationship marketing and their adequacy to todays’ networked society and communications.

Part III: Being Dialogic On The Semantic Web is about the relationships and interdependencies between dialogue and data on the Web. It is about the possibilities and the practices of managing content with semantic web technologies. This is where we will see the Semantic Web meeting marketing communications, first in a theoretical walk about the dialogic potential of the Web of Data and then in an empirical talk about schema.org.

Part IV: Being Dialogic With A Knowledge Graph is about knowledge graphs – what they are, how they relate to the Semantic Web and also what marketing communications needs they can potentially meet. We will also go through my conceptual model of a knowledge graph serving as an enabler of a continuum. Last, we will look at examples of knowledge graphs powering content experiences to keep us motivated to approach the Web and its contents as our own shared space where we need to cultivate relationships on both dialogic and data level.

I really hope you will find Being Dialogic useful and instrumental for designing marketing communications that matter.