Marketing with Linked Data (MIT)

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

How will linked data impact marketing?

Marketing dominates the visible web.

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

What about the “invisible web” of linked data?

Marketing tactics,circa 1900

Marketing tactics, circa 2000

100 years of progress?

Emerging marketing tactics, circa 2010

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.

Data for nothing and links for free.

It’s not all about

LinkedData Marketing

8 Business Models for Linked Data
Indirect RevenueDirect
As Raw DataDelivery As An Application

7 Phases of Data
Human Insight

“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)

by Scott Brinker on Jan 12, 2010

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