Open and Linked Data in Business: Disruptive Marketing Mix 3.0
Milena Krumova, Lyudmila Blagoeva Paunova, Stefka Stanislavova Yotova · 2017
This research aims to explain how the use of Open and Linked Data impacts the business practices. Building business based on Open Data may seem counterintuitive, but new models such as Marketing 2.0/3.0 are emerging with greater frequency and demonstrate integration of Open Data into business operations in a useful, profitable manner. The paper starts with state of the art about using Open Data in business. The next part ┬aexplains Linked Data and then presents case studies about some frequently used Open Data in business practices. The paper discusses the opportunities for integration of Open and Linked Data towards sharing marketing information, and proposes a conceptual Disrupting Marketing Mix 3.0 Model, adopting the Business 3.0 approach. Highlighting the increasing role of Linked Open Data and pointing out potential benefits and risks, the paper analyses smart innovative practices and is a source of innovation itself.