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Semantic Annotation for Assessing Website Communicative Efficacy

Modern organizations face the challenge of communicating their marketing strategies through the Web, besides the traditional means of communication, i.e., newspapers and television. In this context, evaluation of the communicative efficacy of websites becomes a ‘must’ for exploiting the power of such communication channels. In this paper, we propose a systematic method and a tool that supports communicative efficacy evaluation. We assume content coverage of the organization’s strategies as the main high-level content requirement for the organization website. The tool is based on a generalpurpose semantic annotation framework that allows identifying concepts related to the detailed content requirements. The applicability and feasibility of our method is verified on a case study that compared the communicative efficacy of a set of tourist destination websites.