How a Semantic Network Makes the Unattainable Attainable Blog Feature
Douglas Eldridge

By: Douglas Eldridge on January 11th, 2018

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How a Semantic Network Makes the Unattainable Attainable

brand consistency | content management | digital asset management | the importance of branding | marketing efficiency | semantic asset management

A big part of a marketer’s job is to want what is unattainable.  Anyone who has ever devised a marketing budget can tell you that it doesn’t take long before your wish list becomes quite lengthy, yet practicality is what gets approved in the end.

No matter the size of your budget, it will go much farther with an efficient machine behind your actions.  A marketing machine is more significant than a computer.  It’s your team, your content, your channels and, of course, the network where your material is stored and managed.  One of the most significant problems that marketers have is finding the right solutions.  With the number of software solutions available, it’s easy to see how marketers get bogged down with inefficient processes that clog up the greater machine.

If a one-stop solution were available, it seems that the cost would be prohibitive and cut into an already tight budget.  You get what you pay for, so an all-encompassing digital experience isn’t a product that you can just buy and not use.  The question needs to be asked though, at what point on the budget constraint curve do you need to buck up and buy the right tool and not just bandage together the inefficient solutions you’re used to, just because they’re cheap and easy to get approved?

The Real Deal?

With so many software companies claiming that theirs is the ultimate solution, how can you tell what's best?  In automotive terms, you need to look under the hood.  What kind of network does the platform you are looking for run on?  Are there limitations to the software?  What’s the weak point?  How many years has the company been developing its core product?  Is your department ready and willing to take the time to learn and get your money’s worth out of the solution?

If you're ready, solutions such as censhare’s, which utilize a semantic network is a good fit. A semantic network is similar to the technology that Google uses.  It relates data rather than simply files it.   There are reasons why this is so advantageous.

  1. Thinks as you do

If your technology functions the same way as your brain, the search functionality is extraordinarily intuitive. An excellent example of how you use similar technology daily is Google.  The network that Google utilizes uses artificial intelligence (AI) to relate data that is appropriate to you via search terms and your online habits over time.

  1. Un-silo your departments

As businesses become more and more digitized, most departments work with software that manages their needs.  There are typically departments that are closely related and would have a need to access each other’s assets, such as marketing, PR, product or even engineering.  Wouldn’t it make sense for the company to run one piece of technology rather than one for each department?  Isn’t it easier, more efficient and less costly to manage user rights rather than train different employees on different complex systems?  Also, even departments such as legal and accounting could manage their assets in the system, which typically can be integrated with the more specialized software.

  1. An asset can be anything

Most digital systems require you to organize your assets, which needs to be something like a digital file.  A semantic network allows you to include metadata, which then relates to every relatable asset within the system.  The difference is that anything can be an asset.  A person and their project are both assets, meaning the project, the assets related to it and the person who needs them most are all connected.

  1. The future

As software solutions become more advanced and, artificial intelligence becomes the norm, technology like censhare’s semantic network will become compulsory!  As artificial intelligence becomes more prevalent, it’s up to us to manage it appropriately or let it pass us by.  By investing in technology like this now you’re getting ahead of the curve and setting your company up for success for years to come.

While many marketers dream of a budget big enough to include Super Bowl ads and billboards in Times Square, the reality is, most of them are doing everything they can to attain the best ROI for every dollar spent as possible. Therefore, the best way to achieve that is to work from a solid technological foundation.  Running your business on a semantic network would be just the beginning of achieving what used to be unattainable.

To learn more about improving your digital asset management and increasing the efficiency of your processes, read our free guide: Future-Proofing Your Digital Asset Management and Creative Production.

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About Douglas Eldridge

Doug Eldridge is Marketing Manager at censhare. He manages marketing content from censhare's US headquarters in Denver, Colorado. He started marketing for a DAM company because he thought it’d be easy, after all, once a dam is erected it’s saving the lives of anyone on one side and creating a wonderful lake for people on the other. Once he realized he was marketing for software company he became agile quickly and became a leading expert on semantic databases. While away from his DAM job he is a typical Coloradan, which means a lot of time in mountains and breweries.

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