Creation‐driven marketing: integrating metadata into the production process

Abstract

Purpose

The purpose of this paper is to defend the vision that the creator of an electronic product has an essential capability to position the product in the market by clever integration of metadata in the creation process itself.

Design/methodology/approach

The paper starts with a description of the landscape, followed by an analysis of the notion metadata. Subsequently, the production of metadata and the role of the creator are discussed. The paper concludes that by cleverly coding the semantic information during the creation process, the creator will be able to play a much larger role in targeting the ultimate consumer market now and in the future.

Findings

The unique force of electronic products is in the coding. On the one hand, we have the electronic object as such. It can be a plain text document, a photo, a full colour flyer, a video, a software program, a game, or even a PDF version of an old‐fashioned book. The electronic object contains a great deal of coding. At present, this coding mainly describes the layout and structure of the electronic file and added information on rights

Originality/value

When the electronic object has to find its way to a consumer and becomes a product in a commercial chain, normally, and very traditionally, only the metadata added after the creation are used. The coding added in the creation of the electronic product, is hardly used and can become an important ingredient for finding information in the right context.

Citation

Kircz, J. (2007), "Creation‐driven marketing: integrating metadata into the production process", New Library World, Vol. 108 No. 11/12, pp. 552-560. https://doi.org/10.1108/03074800710838281