Being Dialogic by Being Machine-Readable: Should Marketers Become Metadata Warriors?
On the Web, creating value for the people we want to communicate and exchange with, is not only about satiating their needs for certain content and dialogic experiences. It is also about feeding their web agents with meaningful data. In the context of users interacting with and in data-rich platforms, the need to deliver content in an
Linked Data and Content Now!
Machine-mediated interactions on the Web call for different approaches towards marketing communication and its artifacts: web content and data objects. The deck Linked Data and Content Now!, presented at KGC 2023 is about the potential and real use of schema.org for marketing communication on the Web. The contents of the deck presented at the Knowledge Graph
The Web I Want: Words, Links and Human Relationships
In this post I explore content writing, SEO and digital marketing from the perspective of #thewebwewant and the vantage point the Semantic Web gives us. The Web is a spectacular place, created out of words, links and human relationships. The deeper we can look into how they work together, the richer the digital identities we weave will
From Speaking Into The Air To Making Products First Class Citizens With GS1 Digital Link: A Dialogue with Phil Archer
“Briefly, technologies such as the telegraph and radio refitted the old term “communication”, once used for any kind of physical transfer or transmission, into a new kind of quasi-physical connection across the obstacles of time and space. Thanks to electricity, communication could now take place regardless of impediments such as distance or embodiment.” p. 5. In: Speaking
How schema.org is used by S&P 500 ESG companies to build dialogic relationships on the Web
This is a short post with embedded summarized research results from my PHD Thesis. I presented the results at The Knowledge Graph Conference 2023 in a talk called Linked Content Now! (available as slide deck at Zenodo). In short, the research explored the content of marketing communications on the Web in their dialogic and data aspects. Designing
Being Dialogic: Introduction
Being Dialogic is about content perceived and practiced with a view to the archetypal force of human connection and the riches hidden in one of its manifestations: the World Wide Web. Weaving the paradigms of dialogic PR theory, Semantic Web technologies and relationship marketing into the frameworks of the web content lifecycle, it is an invitation to
Reading Ogilvy with Knowledge Graphs in Mind
Just like no teenager sat to write content, when the muse gifted them the idea for their first poem (ref. Clue 17), no one of us woke up today with the feeling that we need content. We don’t need content. We need solutions. We need answers, inspiration, information. We need facts. And so do the people we market to. As the
A sandal, a semiotic trail and the Semantic Web
Meaning is not given by a pre-encoding that strictly associates a signifier with a signified or with a class of signifieds. It was produced along routes that separate and connect the signified to each other, passing by the signifiers. The sign is only a stop along the interpretive route. Paraphrasing by memory several insights from Rastier,
Adding Value and a Little Semantics To Marketing Communication on the Web
In this post I invite you to think about digital marketing communication as a way of communicating value, which in the interconnected cyberspace of the Web, inevitably demands taking good care of the machine-readable aspect of the message, carrying the framed value, that is of the data it is annotated with. On a conceptual level, marketing communication
Semantic Interoperability and the Trees of Knowledge We All Take Care Of: A Dialogue With Pierre Lévy
Cyberia, as conceptualized by Escobar and lived by all of us is a magical place. It is the place I met Pierre Lévy anew (sic!) three times. "Hello Teodora, we follow each other on Twitter, I am happy to see you there!" was the first time I met Pierre in the KGC community (thanks Ellie and team