Data web marketing

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A powerful idea – many important people suggest - is just about to “tip”….

A 5 min chat about data…..but in a good way


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…


“leveraging the power of the global tech community to reduce costs, drive revenues, broaden product ranges and heighten brand awareness”

…“Data web marketing”


Today - pretty much all of your traffic comes “via the browser” – as in everyone comes to your site for your content and products


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


Many of these brands already have more than 50% of their web traffic coming from beyond the browser…some as much 80%...


So what’s going on?

We’re in the middle of a explosion of data and devices….


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


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 channelsYou will never be able to keep up, let alone master all these new technologies

“An unsolvable problem, isn’t a problem…it’s reality…”


You need to change the game…


make all your data, logistics, order fulfilment systems, payment gateways and core processes easily, and freely available to the developer community….

instead…


Like 21st century alchemy - they will build applications for you – hundreds of them –for every platform you could imagine….


Your online business model – is

now the same as apple’s, Wikipedia

and twitter…


(The organisations who will win in this new world - are those serving geeks)

…geeks are your new, most important customer


…your API is your most valuable product

The most flexible, easy to use, granular and fastest API’s will be those that developers use


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….


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


worse – we’re back in 1996 – where first mover

advantage is going to be even more critical than it

was then


Who will become the API of choice in the applications running on all these devices?


businesses without an API will be virtually invisible in the digital world within 5 -10 years…


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


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

http://www.delicious.com/savioursofpop/api



Date post:	10-May-2015
Category:	Business
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