Platform owners, Content aggregators, Application makers are looking to increase the engagement quotient on the platforms. Engagement by its very definition is about activity as against passivity. Terms such as Activity and Engagement read attention spans, relevance, context, stickiness/repeats and discovery. On higher level – user generated content, user leads creation, influencing user responses and creating user stewardships is where the monies lie for the whole of the eco-system.
If Google calls itself a media company over its earlier definition of a technology company, it imagines the future right. Technology futurists are all for technology that enables active Media consumption, real time measurements of engagement and stickiness and serving up experiences which are relevant to the context of consumption. The ability to measure the consumer behavioral patterns to applied stimulus is key to a connected, converged media – this is something that i call Semantic Media. Quality of Consumer interaction with the content is a high stakes game, with billions of consumer dollars up for grabs: notwithstanding cable licensing agreements, advertising budgets, on-demand subscription fees, not to mention the future of the connected home.
Whats the future opportunity at hand? You have to think about TV in the 1940s-1950s and multiply the impact a couple of 100 times. Thats what the future of media and technology is worth!
Continued from an earlier post on Defining Semantic Web.
Mobile marketing as is and would still be the tip of a greater phenomenon that at this point of time, i would call Semantic Marketing Media, an extension of the concept Semantic Web, or Web 3.0, which is currently a nascent and “in concept phenomena”.
Mobile Marketing is a larger concept in comparison to Mobile advertisements and Mobile promotions. While both Mobile advertisements and Promotions are deal based, the key for the success of Mobile Marketing will be engaging the consumers and powering branded experiences around user journeys. User Journeys could at this point be defined as Consumer initiated transactions between himself and the company to satisfy any of the following needs: Discovery, Awareness, Experience, Engagement, Context, Transaction, Conversations and Profiles. This is defined as Semantic Media. The ability of mobiles to power such experiences are critical to context and profile based user targeting. The convergence of devices and platforms and technologies enable a whole system of technologies which can target relevant users contextually and enable them to talk to the brand, transact with the brand at different touch-points and in different locational contexts as well as different platforms.
Semantic Media would be the Media 4.0 after Mass Media, Internet Democracy and Social Media. The Internet Democracy and Social Media would also be Web 1.0 and Web 2.0 contemporaries. Semantic Media will be the contemporary of the “Internet of Things”, Web 3.0 thereby getting its name: Semantic i.e Metadata aware Media.
Semantic Web was defined by Tim Berners-Lee, the father of World Wide Web. He defines the Semantic Web as “a web of data that can be processed directly and indirectly by machines.” It extends the network of hyperlinked human-readable web pages by inserting machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users. Many of the technologies proposed by the Semantic Web already exist and are used in various contexts, particularly those dealing with information that encompasses a limited and defined domain, and where sharing data is a common necessity.
The main purpose of the Semantic Web is driving the evolution of the current Web by allowing users to use it to its full potential, thus allowing them to find, share, and combine information more easily. However, machines cannot accomplish all of these tasks without human direction, because web pages are designed to be read by people, not machines. The semantic web is a vision of information that can be interpreted by machines, so machines can perform more of the tedious work involved in finding, combining, and acting upon information on the web. The Semantic Web is regarded as an integrator across different content, information applications and systems
Tim Berners-Lee on Semantic Web
I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize.
Semantic Web in daily usage is referred to as Web 3.0 to express the third generation capabilities of Web in categorizing, indexing and sorting information. With proliferation of data networks prompting a healthy data habit delivered through multiple platforms (Social platforms, Web, TV, Mobiles, Applications and more) and devices ( Smartphones, Feature Phones, Smart TVs, MIDs, Gaming Consoles, Tablets), Web 3.0 will be a great experience generator for customized and relevant consumer experiences.
The ability of the web to analyze meta data will be great for profile focussed, context relevant ads being served. Thus the key features of Semantic Media would be
1. Me-onomy: User is the brand.
2. Active and always on
3. Context and profile aware
4. Presence across platforms and device categories
Semantic Media with its Meta data and WWW-language capabilities could have various interpretation from Web 3.0, Marketing 4.0, Advertisement 3.0, Engagement 3.0, Entertainment 3.0 and more. Semantic Media thus is future that is waiting to happen. Currently in its nascent concept stage, Semantic Media will see threshold by 2015 and go through the roof by 2020.
To be continued