Marketing with Linked Data (MIT)

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This document discusses how linked data will impact marketing. It notes that marketing currently dominates the visible web through $1 billion spent on social media marketing annually. However, linked data represents the "invisible web" of interconnected data. The document outlines how marketing has evolved over time from print-based tactics in 1900 to more technical approaches today like search engine optimization (SEO) and web APIs. Linked data marketing targets data applications and search engines rather than humans. Various approaches to linked data marketing are presented, including SEO enhanced with embedded data objects and different business models for monetizing linked data.

Technologie Business

MIT IAP 2010Linked Data Product Development Lab Marketing with Linked Data by Scott Brinker Twitter: @chiefmartec sbrinker@chiefmartec.com http://www.chiefmartec.com

$1 billion in social media marketing (i.e., Facebook, Twitter) this year.

What about the “invisible web” of linked data?

Emerging marketing tactics, circa 2010 1,573 APIs 4,549 mashups

SEO and web APIs are aqualitatively different kindof marketing tactic.

Even across shifts in medium… …marketing had been produced for humans.

With SEO and web APIs, marketing has a different audience.

Visible vs. Linked Data Marketing Copyright © 2010 Scott Brinker Visible Marketing Linked Data Marketing

Search Engines as Data Applications Google Rich Snippets

http://www.ebusiness-unibw.org/wiki/GoodRelations

SEO++ Incremental evolution of search engine optimization(SEO) withdata objects.

LinkedData Marketing Copyright © 2010 Scott Brinker

8 Business Models for Linked Data Indirect RevenueDirect As Raw DataDelivery As An Application Copyright © 2010 Scott Brinker

7 Phases of Data Human Insight Copyright © 2010 Scott Brinker

“Build something people want.” – Paul Graham Scott Brinker Twitter: @chiefmartecsbrinker@chiefmartec.com http://www.chiefmartec.com

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Marketing with Linked Data (MIT)

1. MIT IAP 2010Linked Data Product Development Lab Marketing with Linked Data by Scott Brinker Twitter: @chiefmartec sbrinker@chiefmartec.com http://www.chiefmartec.com

2. How will linked data impact marketing?

3. Marketing dominates the visible web.

4. $1 billion in social media marketing (i.e., Facebook, Twitter) this year.

5. What about the “invisible web” of linked data?

7. Marketing tactics,circa 1900

8. Marketing tactics, circa 2000

9. 100 years of progress?

10. Emerging marketing tactics, circa 2010

11. Emerging marketing tactics, circa 2010 1,573 APIs 4,549 mashups

12. SEO and web APIs are aqualitatively different kindof marketing tactic.

13. Even across shifts in medium… …marketing had been produced for humans.

14. With SEO and web APIs, marketing has a different audience.