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Data web marketing

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A 5 minute intro to the world and possibilities of data web marketing

A 5 minute intro to the world and possibilities of data web marketing

Published in: Business, Technology

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  • 1. Copyright © 2009 EMC Corporation. All rights reserved. A powerful idea – many important people suggest - is just about to “tip”…. A 5 min chat about data….. but in a good way
  • 2. Copyright © 2009 EMC Corporation. All rights reserved. Tim Berners lee, Bill Gates, Tim O’Reilly, Steve Jobs – all agree (cos they’re investing in the area) – this is the future, not just of marketing, but of the web itself…
  • 3. Copyright © 2009 EMC Corporation. All rights reserved. “leveraging the power of the global tech community to reduce costs, drive revenues, broaden product ranges and heighten brand awareness” …“Data web marketing”
  • 4. Copyright © 2009 EMC Corporation. All rights reserved. Today - pretty much all of your traffic comes “via the browser” – as in everyone comes to your site for your content and products
  • 5. Copyright © 2009 EMC Corporation. All rights reserved. In the (near) future (some people suggest as much as 80%) - will come from “beyond the browser” – traffic, connecting to your data – via an API
  • 6. Copyright © 2009 EMC Corporation. All rights reserved. Many of these brands already have more than 50% of their web traffic coming from beyond the browser…some as much 80%...
  • 7. Copyright © 2009 EMC Corporation. All rights reserved. So what’s going on? We’re in the middle of a explosion of data and devices….
  • 8. Copyright © 2009 EMC Corporation. All rights reserved. In the next 3 years… In car web In store product finder apps, barcode tagging, QR codes, Geolocation and checking in AR platforms – with geoloaction, historical and real time data built in In devices around the home Mobile
  • 9. Copyright © 2009 EMC Corporation. All rights reserved. You will never be able to employ enough good techies (they’re in short supply as it is) You will never be able to support all these channels You will never be able to keep up, let alone master all these new technologies “An unsolvable problem, isn’t a problem…it’s reality…”
  • 10. Copyright © 2009 EMC Corporation. All rights reserved. You need to change the game…
  • 11. Copyright © 2009 EMC Corporation. All rights reserved. make all your data, logistics, order fulfilment systems, payment gateways and core processes easily, and freely available to the developer community…. instead…
  • 12. Copyright © 2009 EMC Corporation. All rights reserved. Like 21st century alchemy - they will build applications for you – hundreds of them – for every platform you could imagine….
  • 13. Copyright © 2009 EMC Corporation. All rights reserved. Your online business model – is now the same as apple’s, Wikipedia and twitter…
  • 14. Copyright © 2009 EMC Corporation. All rights reserved. (The organisations who will win in this new world - are those serving geeks) …geeks are your new, most important customer
  • 15. Copyright © 2009 EMC Corporation. All rights reserved. …your API is your most valuable product The most flexible, easy to use, granular and fastest API’s will be those that developers use
  • 16. Copyright © 2009 EMC Corporation. All rights reserved. within 5 years – most retailers will have little or no direct involvement in the websites, mobile applications, in store kiosks (and any other application) that facilitates purchase.. A prediction….
  • 17. Copyright © 2009 EMC Corporation. All rights reserved. You’re thinking….. I don’t care – this is boring, its about data, this is not going to happen, I don’t need to worry about this….. But you should….because it makes everyone with a logistics and warehousing capability your competition
  • 18. Copyright © 2009 EMC Corporation. All rights reserved. worse – we’re back in 1996 – where first mover advantage is going to be even more critical than it was then
  • 19. Copyright © 2009 EMC Corporation. All rights reserved. Who will become the API of choice in the applications running on all these devices?
  • 20. Copyright © 2009 EMC Corporation. All rights reserved. businesses without an API will be virtually invisible in the digital world within 5 -10 years…
  • 21. Copyright © 2009 EMC Corporation. All rights reserved. reasons for doing this… • You’ll build less technology – you’ll save millions • You will only have to back successful applications (then only as rev. share) – doesn’t hurt your top line • Your marketing will become a revenue stream • Broader, deeper brand visibility and engagement • Your product range will expand (if you want it to) • Business is refocused back on its core competencies
  • 22. Copyright © 2009 EMC Corporation. All rights reserved. To wrap up… • One of the most important changes in the digital landscape since the development of the browser • Almost 100% upside – the relative costs of developing an API are tiny compared with the potential upside • The risk of being late in the game – with this much at stake - is too great • Why wouldn’t you do this? • For more information http://www.delicious.com/savioursofpop/api

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