What the Semantic Web -- or Web 3.0 -- Can Do for Marketers

is the title of this excellent article in AdvertisingAge by Marta Strickland. It outlines in non-tech terms what the next phase on web technology is about and how it will improve the relevance of marketing. We already see some of the semantic web in action in travel on sites like UpTake an innovator in the travel planning and research phase where 95% of the action happens prior to the actual transaction and where the industry needs to get a lot better to make a much improved process a reality for today's web savvy online travel buyers.

There's going to be a lot of action in this space and the Travel Innovation Summit at last week's PhoCusWright conference featured a number of companies that are active in this arena with innovative approaches that deserve the attention of the industry at large.