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.

1. MIT IAP 2010Linked Data Product Development LabMarketing with Linked Databy Scott BrinkerTwitter: @chiefmartecsbrinker@chiefmartec.comhttp://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 20101,573APIs4,549mashups

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.

16. Visible vs. Linked Data MarketingCopyright © 2010 Scott BrinkerVisible MarketingLinked Data Marketing

17. Search Engines as Data ApplicationsGoogle Rich Snippets

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

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

23. Data for nothing and links for free.

24. It’s not all about

27. LinkedData MarketingCopyright © 2010 Scott Brinker

28. 8 Business Models for Linked DataIndirect RevenueDirectAs Raw DataDelivery As An ApplicationCopyright © 2010 Scott Brinker

29. 7 Phases of DataHuman InsightCopyright © 2010 Scott Brinker

30. “Build something people want.”– Paul GrahamScott BrinkerTwitter: @chiefmartecsbrinker@chiefmartec.comhttp://www.chiefmartec.com