By Leighton Morgans, Business Development Director, Eclipse Marketing

Is technology capable of replacing humans for some marketing functions? Can it deliver a service that is as good? Is it time for us to revise our preconceptions about semantic technology in the workplace?The answer to all three questions is a resounding ‘yes!’.

Knowledge management tools based on semantic technology are able to access and interpret information from multiple data sources. Unlike traditional tools that simply search through key words for answers, semantic products are able to interpret and respond to questions posed in everyday language. 

This means they can do some of the things we can do. They can, for instance, search a variety of information sources and come up with accurate responses to customer queries. And they can do it in seconds, giving consistent and accurate answers in both self-help and manned contact centre environments.

Web research is another area where semantic search products come into their own, because they can monitor huge volumes of data. Using their ability to interpret the meaning of words, they can trawl through online conversations on blogs, social networks and forums, searching out and reporting on what people are saying about brands and competitor brands.

In both these areas, semantic technology is helping marketers and manufacturers make better sense of the vast amount of information available to them.

The big question remains, will semantic technology – however ‘understanding’ – ever be good enough to completely replace human interactions? Of course not.But it can take on some of the load. Most of all, it can free people from repetitive, time-consuming and costly processes, giving them time to deal with more complex and demanding issues that require the human touch.

Make no mistake, a step change is at hand. For UK businesses who take the plunge, the opportunities are colossal. It’s time to take semantic technology seriously.Find out more about semantic technology by clicking here. 

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