The Value of Linked Data and the Power of Marketing Benefits

Alessio Frateily

Alessio Frateily

Apr 18, 20244 min read


The Value of Linked Data and the Power of Marketing Benefits


In today's digital age, data plays a crucial role in various aspects of our lives. From businesses to individuals, the ability to access and utilize relevant data can make a significant difference. One solution that has gained prominence is the use of linked data. Linked data is a collection of smart data that is easily accessible, integrated, and connected to other relevant information. In this article, we will explore the value of linked data and its potential benefits, as well as the concept of marketing based on benefits rather than features.

The Concept of Linked Data:

Linked data possesses four key characteristics that make it valuable. Firstly, linked data is often freely accessible with open licenses, allowing for widespread use and integration. Secondly, it is cataloged and organized using a resource description framework, enabling easy integration and comparison between different types of data. This makes linked data a powerful tool for data integration and analysis. Thirdly, each element in linked data is assigned a unique Uniform Resource Identifier, reducing redundancy and inconsistencies. Lastly, linked data is available online through the HTTP protocol, making it easily accessible to users.

The Origins and Potential of Linked Data:

The concept of linked data was theorized by Tim Berners-Lee, the inventor of the World Wide Web. With linked data, information can be seamlessly connected, creating endless possibilities for data aggregation and analysis. Moreover, the availability of open data further enhances the value of linked data, providing a vast resource of information at no cost. Portals such as DBpedia and Open Street Map offer access to a wealth of data, ranging from general knowledge to geolocation and georeferencing.

Utilizing Linked Data for Business:

The application of linked data in business can yield numerous benefits. For marketing purposes, linked data can provide valuable insights into consumer behavior, pricing trends, product information, and competitor analysis. Sales teams can leverage linked data to gain a deeper understanding of market dynamics and identify new opportunities. Additionally, linked data can be utilized in production processes to analyze consumption patterns and optimize resource allocation.

The Power of Marketing Benefits:

While linked data offers immense value, it is essential to understand the significance of marketing benefits over features. People don't simply buy products; they invest in the idea of becoming better versions of themselves. Apple, for instance, has successfully marketed its products by focusing on the benefits they offer rather than solely highlighting their features. By creating a compelling image of how their products can enhance the user's life, Apple has tapped into the emotional connection individuals have with personal growth and improvement.

Differentiating Features and Benefits:

When marketing a product or service, it is vital to differentiate between features and benefits. Features refer to the specific attributes and functionalities of a product, while benefits describe the positive outcomes and improvements that users can experience. By emphasizing the benefits, marketers can effectively communicate the value proposition and address the emotional needs of their target audience. Understanding this distinction is crucial for creating persuasive marketing campaigns that resonate with consumers.

Actionable Advice:

  • 1. Embrace Linked Data: Explore the potential of linked data for your business. Identify relevant sources of open data and consider how integrating this information can provide valuable insights and opportunities for growth.
  • 2. Focus on Benefits: When marketing your products or services, shift the focus from features to benefits. Understand your target audience's desires and aspirations, and highlight how your offering can help them become better versions of themselves.
  • 3. Differentiate with Emotional Appeal: Create an emotional connection with your audience by aligning your marketing messaging with their aspirations and personal growth. By appealing to their emotions, you can create a lasting impression and build customer loyalty.


Linked data offers immense value by providing easily accessible and integrated information that can support various aspects of business operations. By embracing linked data and utilizing open data sources, businesses can gain valuable insights and enhance decision-making processes. Additionally, marketing based on benefits rather than features allows companies to tap into consumers' emotional desires for personal growth and improvement. By understanding these concepts and taking actionable steps, businesses can unlock the full potential of linked data and create meaningful connections with their target audience.


  1. "Cosa sono i linked data e perché creano valore", (Glasp)
  2. "People Don't Buy Products, They Buy Better Versions of Themselves", (Glasp)

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