Eclipse Marketing’s own Leighton Morgans demystifies semantic technology in the current issue of Direct Marketing International. In the feature, Leighton reveals how new-generation semantic technology is providing businesses with a competitive edge.  

As the information available on the web grows in volume, he explains, it gets more difficult for companies to access and search it quickly and accurately.  And the problem is getting worse, as our store of knowledge grows. 

Semantic technology – because it can understand the context of words and interpret everyday language – unlocks this wealth of knowledge.  More information on knowledge management tools based on semantic technology can be found here.   

Increasing numbers of people are representing themselves online, utilising websites to promote their own businesses, one essential way to becoming an affiliate marketer.

One primary benefit of representing yourself online is that you can promote your own products and services that are only accessible from your site. 

Mikesblog suggests offering your visitors a unique service providing them with access to free information, technology or software; and goes on to mention semantic technology which can enhance your business by adding value and building your brand. This can be one of the best ways to set yourself apart from the competition.

Are companies really aware whether their call centres are operating at maximum productivity levels? Quite often contact centres may have grown from being a small space in a back office with a few desks to a fully operational call centre, but the technology will have remained unchanged. This can lead to outdated systems, all of which can have detrimental effects on corporate image, reputation and ultimately the success of the business.

This is where outsourcing can be a real benefit to organisations wishing to optimise their range of choice and level of customer services.

According to Eclipse’s own James Le Roth writing in utalkmarketing, outsourcing to a third party can also give businesses access to additional customer data, not available by conventional in-house means such as web forms. A skilled contact centre advisor will be able to interact on a more insightful level with callers, capturing the essence of how consumers feel about the brand, whether positive or negative.  

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.