Being in the Game

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The rate of innovation within software development is a constant source of inspiration that modern marketeers can tap into. 

For example, today Yahoo has announced a move that (in English) invites programmers anywhere to use the company’s technology to build things that might encourage Yahoo’s gazillion customers to spend a bit more time Yahooing.  And they will pay hard cash for the ones that are popular.  For non-techies, the only thing to remember is that this is all made possible by the advances in a technology called Application Programming Interfaces, thankfully known as APIs

Those three letters, just like RSS a few years, ago are set to feature in a million marketing powerpoints over the coming years. 

In this post, Alex Barnett, an old colleague of mine, delves a little deeper into the technical aspects of the Yahoo moves but also goes beyond the big widget-yawn: "Play, innovate, experiment, make mistakes but LEARN what it takes to succeed in the future – ’cause it’s coming at us faster than we think.  This is not a time for analysis paralysis." 

Now that’s easier said than done but the companies that can create the type of culture where it’s a bit easier are, at the very least, going to be in the game.  And, note, we aren’t just talking technology.


Being in the Game
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About James Cherkoff
James Cherkoff is a Director of Collaborate Marketing, a consultancy in London which helps companies in Europe and the US operate in networked media environments. He is editor of the blog Modern Marketing and contributes articles to the FT, BBC, Independent, and the Guardian. James speaks at conferences and events around Europe and the US, including MIT MediaLab and Reboot in Denmark. You can here him here. When he isn't knee deep in the blog-world he is likely to be discussing Arsenal FC or playing peek-a-boo. WebProNews Writer
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