Wikipedia, currently ranked number 6 on Alexa.com defines domain knowledge as this:
If the concept domain knowledge or domain expert is used we emphasize a specific domain which is an object of the discourse/interest/problem.
The wiki goes on to explain (or a wikipedian, rather writes) that:
Communicating between end-users and software developers is often difficult. They must find a common language to communicate in. Developing enough shared vocabulary to communicate can often take a while.
Expert’s domain knowledge (frequently informal and ill structured) is transformed in computer programs and active data, for example in a set of rules in knowledge bases, by knowledge engineers.
Personally, my domain knowledge is in content creation. (Alltop says so, too, but it is my other blog.) Also, I have a certain expertise in the marketing of real estate—particularly that of the high end. Fortunately, or unfortunately (depending on how you look at it), my expertise is in developing marketing plans and structures online. For many this is not something that matters. For me, and many luxury real estate agents, it is an imperative.
There are many spirited debates about the value of printed magazines in relation to the luxury real estate world. This one offers tremendous insight. However, if you read through it and follow the thread in the comments to here you’ll see what I’m referring to in regards to domain knowledge.
What’s going in here is exactly what I’m referring to. Luxury real estate agents (some of them anyway) have utilized their domain knowledge of the internet to use it as leverage as part of their marketing. Of course, a savvy marketer is going to do a lot of what they can themselves just as a magazine that prints a beautiful magazine is going to charge premium pricing and as often as possible. It makes sense. Especially if that is your livelihood.
The thing is, real estate agents were hit hard by the recession. It’s hard to think of an industry that hasn’t been touched by the current state of the economy. Realtors were a group that felt it first. Maybe not first first but the agents that are still in business felt it immediately. Because we as humans are quite malleable and able to withstand all sorts of extremes, the smart agents adopted New Marketing. Why? Not because they don’t like the magazine. Not because they don’t read magazines. Not because magazines don’t work. They changed directions because they had to—just to survive.
So, should we (marketers of the internet kind) empathize for printed publications that have to adjust? Maybe empathy is good, but it won’t help the endgame. In contrast, understanding the way the internet can help you to market a magazine and the way the consumer uses might be. Maybe repurposing your printed magazine online is a good strategy. But it needs to add value to the static page. I like to click.
The iPad is going to be here on April 3rd. The Kindle, Amazon and the iPod have literally changed the future of publishing. I’m glad to know real estate agents have embraced new marketing—and they have done it out of necessity, not anger and frustration.
I’ve said it before here, the agents that are out in front of this curve are the ones that are going have it all. Feel free to embrace the beauty of print, I do too, but suggesting that there is going to be a resurgence is an unnerving debate.
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One of the most memorable domain names describing high end luxury properties recognized sites for marketing “Luxury Properties” is very important to me.
There is a newer Luxury magazine specifically targeted for my area of Los Angeles and Ventura County, and a stack was just dropped off at my office yesterday in hopes that my Real Estate partner and I might advertise our high end listings there.
The minute I arrived home, I went online to see if I could read the articles in the magazine that interested me, or at the least, flip through the ads and articles online…. I brought one printed magazine home because it is very pretty, and it looks nice on my coffee table….but I wanted to read the articles on the computer.
Hmmm…this magazine is $7.00 on the newsstands. I just don't know who is going to buy it?? I like some of the content, and I would even share that on my facebook with my clients…..but advertise in it???
I share my listings with my online network and communities and they share them with their friends….specifically and targeted to my area….and then of course, the brand I am affiliated with (Sotheby's International Realty) has partnered with Wall Street Journal online with a microsite of Sotheby's on their website, as well as with Front Gate Magazine (which is delivered for free to high higher end homeowners) etc…and I can get my luxury listings highlighted in these venues with the expense being my “energy ” versus my dollars, and the distribution online is exponentially greater than through magazine stands.
It is a very interesting really…now that I think about it….when I went online to that new magazine, I wanted to see the content of the articles more than anything to get a sense of what the purpose of the magazine is really all about…what is the goal of the magazine?? Couldn't be to just sell ads…right?
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The goal of the magazine is to sell ads, in fact… which, ultimately there is nothing wrong with… we all have to make a living, right?
What I see the problem as is how late the magazine appears. We're getting our news and information more and more through 'streams' … There is always going to be someone printing something, but the printing has to fortify the online presence. No longer is it reversed. That is the way “the printed page” is still sold to consumers/advertisers.
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