1. Marketing in the Semantic Web
(“Semantic Marketing” / “Data Web Marketing”)
Semantic Technology Conference
June 16, 2009
Scott Brinker
Marketing Technologist
Email: sbrinker@chiefmartec.com
Twitter: @chiefmartec
Blog: http://www.chiefmartec.com

2. Deafening silence
Sweet sorrow
Controlled chaos
Organized mess
Open secret
Same difference
Civil war
Forward retreat
Living dead
Semantic marketing

3. What will marketing be like
in the semantic web? *
* Depends on your definition of “marketing” and “semantic web”.

4. Official definition of marketing
from the American Marketing Association web site
Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offers that have
value for customers, clients, partners, and
society at large.
(Approved October 2007)

5. Informal definition of marketing
from the top of my head
Marketing is what you do to find
and win new customers, grow
your relationships with existing
customers, differentiate yourself
from the competition, and build a
“brand” that helps achieve those
goals.

6. Peter Drucker on marketing
the father of modern management *
Because the purpose of business is to
create a customer, the business enterprise
has two — and only two — basic functions:
marketing and innovation.
* Drucker argued in a 1984 essay that CEO compensation should be no
more than 20 times what the rank and file make — especially at companies
where thousands of employees are being laid off. “This is morally and
socially unforgivable,” he wrote, “and we will pay a heavy price for it.”

7. Marketing is continually evolving.
In recent years, that evolution
has been accelerating — with
more changes ahead.

8. Marketing as a mission
spans the specific tactics
by which it is executed.

9. Marketing tactics,
circa 1900

10. Marketing tactics,
circa 2000

11. 100 years of
progress?

12. Emerging marketing
tactics, circa 2009
$1.4 billion of
SEO in 2008
1,254 APIs and
3,852 mashups

13.