Marketing Pioneers - Wout Withagen - Freshheads

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Wout Withagen is algemeen directeur bij internetbureau Freshheads. Het bureau bedenkt, ontwerpt en ontwikkelt online applicaties. De afgelopen jaren is Freshheads uitgegroeid tot één van de top tien …

Wout Withagen is algemeen directeur bij internetbureau Freshheads. Het bureau bedenkt, ontwerpt en ontwikkelt online applicaties. De afgelopen jaren is Freshheads uitgegroeid tot één van de top tien internetbureaus van Nederland (Emerce 100) en werkt onder andere voor Randstad, Philips, Thuisbezorgd.nl, VNU Exhibitions en Interpolis.

Freshheads staat voor ‘nieuw internet’. Toegankelijkheid van gegevens, het opnieuw delen van die gegevens en de uitingsvorm ervan staan hierbij centraal. Tijdens de inspiratiesessie van Freshheads vertelt Wout waarom een solide basis, gebaseerd op API technologie, marketeers en creatieve ontwikkelaars vrijheid geeft. Met de juiste API-strategie ben je flexibel in de marketingstrategie, bureaukeuze, app development en doorontwikkeling. Freshheads vertelt waarom en hoe je deze strategie binnen een organisatie kunt implementeren.

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  • These are closed platforms, the information is not searchable via Google.Therefore basically "the web" (a collection of content linked via Hyper Links) as we know it is dead.
  • If we start usingAPI's.
  • Nowadays a online strategy consists not only of a website.The success of your online strategy depends for an important part on data and how it is connected (not via hyper links, via API's).Time to rethink…Goals, Data, Tasks, Interface, DesignSet GoalsCheck the available dataDefine the tasks for the userDesign the interface that best fit the taskDesign the interfaceFocus on dataThe dull part for most of us is the key to your success.
  • our heating system will be connected, our refridgerator, our car, anything you can think of will be connected to the internet.your company schould be able to talk to these devices.
  • Therefore the API is the new HTML and it's the foundation of "the internet" as we will get know it.
  • Sowhat's in itforyou.The API is the base of your company. Any data you have canbeusedbyany company forany means, youlike.Otherscanuseyour data toimprovetheir service (whichcanbe a business model) anddefinitelywillbeusedby DIY developers.You'reabletocreate a uniquepositionforyourself (you have data othersdon't have)If "the internet of things" sets off, you're ready toconnect.Anybodycan built a website nowadays, withinyearsanybodyknowshowtouseAPI'sandconnectthem. It willbe as simple as HTML.
  • Start thinking bigger. What else could you establish if your data would be open, to be used by anyone?Take bol.com. It's big, it's open and it's working. They revamped their whole business plan, focussing on the individual reseller. They got a lot of people trying to sell there stuff. You can get access to the Bol API and start promoting their products on your own website. Any time someone buys a products through your website, you'll benefit from it.
  • Sneluitrollen over meerdereplatformen
  • The Guardian is using an open API for about 3 years now based on three levels of access:keyless: headlines without registrationapproved: full content accessbespoke: licensed, special privileges

Transcript

  • 1. why the api will be yourcore businesswout withagen
  • 2. it’s the end of the webas we know it
  • 3. agendawhat is “the web”?the web is HTTP:// in your browser
  • 4. “the web” is no morethan a collection of hyperlinks
  • 5. nowadays we use itto build closed communities
  • 6. mobile apps arekilling the web even more
  • 7. these semi closedplatforms are not searchable
  • 8. is this a bad thing?no, not if we start building api’s
  • 9. start rewiring the webtrue power lies in open data
  • 10. because websites arejust the beginning
  • 11. the internet of things is happeningand you better be prepared
  • 12. it’s the foundation of the internetas we will get to know it
  • 13. api growth
  • 14. it’s allreadyapi adoptionhappening
  • 15. bol.com
  • 16. harvest
  • 17. the guardian
  • 18. but I already havea website, where do i start?
  • 19. api strategy
  • 20. wout@freshheads.comgijs@freshheads.com